This year has seen the biggest ever interest in Veganuary, so the Wax Lyrical podcast team invited Elin Roberts, co-founder and Head of Marketing for new vegan food brand Better Nature, to explain why. Mark Runacus and Paul Jacobs ask Elin how important the movement is for her brand, whether conventional meat production might disappear altogether in the future, and amidst massive growth in the plant-based foods category, how a small brand like Better Nature can compete. Elin also provides her own tips on enjoying Veganuary, including her favourite quick and easy vegan recipe. She talks about being a young entrepreneur and the brave decisions she’s taken so far. Plus of course her own favourite TV ad, featuring some colourful clowns.