Plant-Powered Prosperity: 5 Things You Need To Create A Successful Plant-Based Product Business

Full article available at Authority Magazine.

In this interview with Authority Magazine, TCE Managing Partner Graham Humphreys shares his take on what it takes to build a successful plant-forward brand. The conversation covers both philosophy and practice, with clear advice for operators looking to grow in the better-for-you space.

Graham outlines five essentials for thriving in this category. It starts with knowing your “why.” If the mission isn't clear, the menu won’t resonate. He also stresses the importance of flavor first. People won’t return for values alone. The food has to deliver.

The piece digs into real-world insight, including how brands can bridge the gap between health-forward and craveable. Graham talks about how TCE helps clients find that balance. Think indulgent formats with smart swaps. Familiar builds with fresh angles. It’s about removing friction without watering down the experience.

He also highlights the role of sourcing, storytelling, and scale. Better ingredients only work if the business model supports them. That’s where thoughtful design and operational rigor come in. It’s a systems challenge, not just a culinary one.

What stands out most is Graham’s clarity. This isn’t theory. It’s a blueprint for making better food that still drives results.