10 Quick Questions with VegMeUp founder Jimmy van der Linden

10 Quick Questions with VegMeUp founder Jimmy van der Linden

Jimmy van der Linden is a passionate chef who after years in amazing kitchens has turned his culinary skills into a thriving business in Melbourne Australia.

The business is Veg Me Up, an at-home meal delivery service that is 100% plant-based whilst also ethically and sustainably sourced.

The team recently tried the range (Read our Review Here) and we can honestly say, the quality and flavours were incredible!

Jimmy has been kind enough to answer some questions for us here.  He’s also been kind enough to provide all of the Let’s Go Vegan community with a 30% off discount on their first order! (how good is that!)

Simply use the code: letsgovegan30 

1. You have been a chef for over 17 years, tell us what got you excited about cooking?

Interestingly enough, from a very young age, I knew I had a passion for food and a strong interest in becoming a chef. I always loved cooking and assisting my mom in the kitchen at home.

I was fortunate that my dad had a cousin who owned a prestigious restaurant not too far from where I lived in the Netherlands. I must have been 14 years old when I began helping out in the kitchen on weekends, performing simple kitchen tasks like washing lettuce, doing dishes, and assisting with prep work. I truly relished the energy and atmosphere in the kitchen, and I was incredibly excited about working with all the new, interesting, and exotic ingredients. I suppose during that period, my enthusiasm for food and cooking started.

When the time came for me to decide my path after secondary school, the choice was clear. I enrolled in the Chef’s School in Amsterdam.

2. Tell us why you made the switch to plant-based cooking and living and how it came about?

To answer this question, a bit of background is necessary. After my move to Australia in 2015, I made the decision to step away from the world of cooking. I had grown somewhat weary of it, particularly the demands of working nights and holidays, especially with two very young children at the time. It no longer seemed to suit my lifestyle, and I was in search of a more family-friendly job.

During my time in Australia, I tried my hand at various jobs, including renting out camper vans and driving a truck, eventually landing a role at a logistics company where I handled planning and customer service. However, I never truly found a job that resonated with me. It reached a point where I felt deeply dissatisfied in both my professional and personal life, a far cry from the person I used to be.

In such challenging times, I found myself pondering the same questions that often arise during periods of self-reflection: Who did I want to become? What were my true passions/values? And where did I aspire to go in life? It was during this period that I lost my job due to the Covid-19 pandemic, and I took a couple of months off to delve into these questions.

As I took this time for self-discovery, I rediscovered the joy of cooking, particularly in the context of the health benefits of incorporating more plant-based foods into my diet. I delved into numerous books and studies on the subject, and it was during this phase that my interest in a plant-based/vegan lifestyle began to flourish. I started experimenting with creating exciting new plant-based dishes and contemplated a return to the food industry. However, I was certain that I didn’t want to go back to a full-time role as a chef. It was during this period that the idea of launching a Vegan Meal-Kit Service took root.

3. You know promote plant-based living, what advice do you have for someone dipping their toes into veganism?

Great question! I believe the approach to transitioning to a plant-based diet varies from person to person. Going cold turkey and replacing all animal-based foods with plant-based options is certainly possible but requires significant dedication and a thorough understanding to succeed.

In my experience, as well as for most people I’ve spoken to, a gradual and steady approach seems to work best. This method allows you to establish lasting habits and maintain consistency. Transitioning from an omnivorous diet to a plant-based one can seem daunting, even though the evidence overwhelmingly supports it for its health benefits, its positive impact on the planet, and the welfare of all the animals we share our world with.

To kickstart your journey towards a plant-based diet, you can take simple steps such as replacing cow’s milk with a plant-based alternative in your coffee and cereal, or swapping out butter for a plant-based option. Start by incorporating 2-3 plant-based meals into your week. You can gradually increase this as your body adapts to the new ingredients and nutrients.

It’s also beneficial to educate yourself about the advantages of plant-based foods. Follow vegan influencers, engage in conversations with others on a similar journey, and offer support without judgment. Encouragement and education are key to raising awareness and fostering a positive environment.

Many of our clients choose to eat plant-based during the week but may not be ready, or may never be ready, to go fully vegan—and that’s perfectly fine. Creating a supportive community where fantastic plant-based options are readily available can help drive the ongoing growth of the plant-based movement we’re currently experiencing.

4. You founded VegMeUp to help people access quality ingredients and recipes, tell us about how it started and what it looks like today.

My motivation to establish VegMeUp has always been rooted in my desire to assist people in gaining access to quality recipes and ingredients, but even more importantly, to introduce them to the diverse and enriching world of plant-based foods and the associated benefits.

When I made the decision to embark on this journey, I experienced a mix of fear and excitement. I questioned whether I, an individual, had the right to venture into the meal-kit service sector, which was already saturated with some dominant players. However, my enthusiasm, belief, and the pressing need for more high-quality plant-based dishes accessible to everyone outweighed my apprehensions. I firmly believe that in the near future, the consumption of plant-based foods will become more prevalent, and awareness of their benefits will continue to grow among all.

I began small, operating from my garage in Maribyrnong, initially delivering just three boxes in my first week. As demand swiftly grew, my garage was no longer sufficient, and we relocated to a more professional warehouse in Footscray, where we continue to operate from today. Our reach has expanded as well; initially serving specific parts of Melbourne, we now deliver to the broader Melbourne and Geelong region, bringing joy to many satisfied customers over the past two years.

5. What is your vision 3 – 5 years from now, what does the future of Veg Me Up look like?

We’re excited about our journey ahead as we aim to expand our reach and inspire even more people about the wonderful benefits of plant-based foods. Our vision extends beyond Victoria, as we look forward to making a positive impact in other states across Australia.

6. What is the most popular recipe you get feedback on and why do you think it is?

Two of our most beloved dishes come to mind. The first is our Orange Sticky Tofu with Green Beans and Rice, which consistently ranks as a customer favourite based on order frequency. And it’s no wonder; this dish is both incredibly easy to prepare and really tasty! When it comes to receiving feedback, our Creamy Miso Pasta with Salsa Verde is the winner. It happens to be one of my personal favourites as well. The salty miso and carrot-infused sauce pairs beautifully with the pasta, and the addition of the fresh and zesty salsa verde takes it to a whole new level of deliciousness.

To keep things exciting, we ensure that it’s at least seven weeks before you’ll encounter the same dish on our menu again. This way, our valued customers never grow weary of seeing the same meal repeatedly. Currently, our repertoire goes over 110 fully vegan recipes, and we’re committed to ongoing improvement and the development of fresh and exciting options. In fact, we’re thrilled to introduce our first desserts, including a must try chocolate miso brownie and a gluten-free banana cake.

7. For someone on the fence about ordering at-home meal-kits, what would you say to them?

I believe meal kits offer significant advantages to many individuals and families by providing convenience and helping save both time and money. Meal kits eliminate the need to ponder over dinner choices; you can simply select your preferred meals each week, and they’ll be delivered to your doorstep. This not only saves you the time and effort of regular grocery store trips but also reduces food waste, as all ingredients are precisely measured. Additionally, meal kits introduce variety into your meals, allowing you to explore new recipes, acquire cooking skills, and build a collection of delicious plant-based dishes.

What sets VegMeUp apart from others is our unwavering commitment to sustainability. It’s one of our core values, and we take it very seriously. Our packaging is eco-friendly, with minimal plastic usage and food items packaged in paper bags. We even offer the option to return your delivery box and ice pack for reuse in your next order. Plus, we’re proud to be 100% plant-based, which means you’re actively reducing your environmental footprint and making a positive impact on the world.

If you have concerns about long-term commitments, please rest assured that with VegMeUp, you have the flexibility to skip or cancel your orders at any time. Your convenience and satisfaction remain a priority for us.

8. What vegan brands or individuals inspire you?

Several individuals have been a significant source of inspiration for my vegan journey. Firstly, Michael Greger, the author of “How Not to Die” and the creator of Nutritionfacts.org, has been a tremendous influence. His deep knowledge of nutrition and health was instrumental, and his book was among the first I read on the subject of healthy eating.

Another inspirational figure is the Australian author and podcast host, Simon Hill, known for his podcast “The Proof.” His podcasts provide in-depth insights into nutrition and health, and I highly recommend listening to them.

Lastly, I’d like to mention the author Will Bulsiewicz and his book “Fiber Fueled.” His well-written book is both easy to understand and highly motivating, particularly for those looking to transition towards a vegan or predominantly plant-based diet.

What I find truly commendable about all three of these authors is that their works are evidence-based and packed with valuable information. They maintain a supportive and encouraging tone, offering data-driven insights without passing judgment on individuals who may not yet be ready to embrace a fully vegan lifestyle. This approach strongly resonates with my own values as well.

9. What is your go-to lazy vegan dinner?

I’m a huge fan of a good Asian Stir Fry! There’s something so satisfying about whipping up a quick udon noodle dish with tofu, shiitake mushrooms, and whatever greens happen to be in the fridge, all garnished with some crushed peanuts and fresh coriander.

What I truly appreciate about this dish is how fast it comes together. The combination of textures is a delight – from the chewy tofu to the crunchy nuts. I always make sure it’s generously sauced to enhance the overall experience. In terms of flavours, it’s a real winner, with umami notes from the shiitake mushrooms. I often use a sweet, salty, and sour sauce with a touch of heat from chili to create an explosion of flavours in every bite. It’s the perfect choice for a hassle-free vegan dinner when you’re feeling a bit lazy.

10. The vegan doco everyone needs to check out is….

There are numerous well-executed and inspirational documentaries out there right now.  Three, in particular, have left a lasting impression on me:

Cowspiracy (Netflix): Keegan Kuhn and Kip Anderson delve deep into one of the most pressing environmental issues of our time – commercial and industrial animal agriculture. This documentary sheds light on the significant role animal agriculture plays in deforestation, habitat loss, and species extinction. It’s packed with eye-opening facts and also uncovers some of the questionable practices within leading environmental organizations.

Forks Over Knives (Netflix): This engaging documentary offers a comprehensive exploration of health and well-being. It serves as an excellent educational resource, emphasizing the numerous health benefits of adopting a primarily plant-based diet. The documentary is rich in factual information and leaves viewers to form their own opinions.

David Attenborough: A Life On Our Planet (Netflix): While not focused on veganism, this documentary provides a profound glimpse into the future of our planet if we continue to live as we do. The ever-humble David Attenborough delivers this message with authority, leaving viewers with a sense of reflection about the need for change.

These documentaries serve as powerful tools for raising awareness and prompting thoughtful consideration about the choices we make and their impact on our environment, health, and the future of our planet.

Final Thoughts

Wow, Jimmy thank you so much for these incredible answers and for all the helpful information! This is a fantastic business VegMeUp.

If you are in Melbourne or greater Melbourne, then we implore you to go and check out VegMeUp today! And don’t forget to use the code: letsgovegan30 for 30% off your first order!

To see more Melbourne-based vegan eats, take a look at our Melbourne page here.

LGV!