Two childhood friends from Sheffield. One big mission: put more plants on more plates. Fast.cHenry Firth and Ian Theasby—better known as the BOSH! boys—didn’t just ride the plant-based wave. They helped create it. What started in 2016 as a bold social media experiment exploded into the world’s biggest plant-based media brand, racking up billions of views and building a global community hungry for better food.

In this fireside chat, Henry and Ian share the story behind the phenomenon. From viral recipe videos and bestselling cookbooks to supermarket product lines and their own TV series, they’ve turned plants into mainstream culture. But what does it actually take to make plant-based irresistible to millions? Expect behind-the-scenes stories, lessons from scaling a global media brand, and plenty of ideas on how to make the plant-forward movement bigger, bolder—and way more delicious. 🌱