What happens when two childhood friends decide the world should eat more plants? Henry Firth and Ian Theasby answered that question by creating BOSH!—and in the process became two of the most influential voices in modern plant-based food. Friends since growing up in Sheffield, the duo launched BOSH! in 2016 with a simple mission: put more plants on plates. What started as a social media experiment quickly grew into the world’s largest plant-based social media brand, inspiring millions with bold, accessible vegan cooking.

Since then, Henry and Ian have turned plant-based food into a cultural movement. They are the authors of six Sunday Times bestselling cookbooks—selling more than 1.2 million copies in 64 countries and 8 languages, including the UK’s best-selling plant-based cookbook of all time—and winners of two British Book Awards. The pair also front ITV’s first-ever plant-based cookery show, Living on the Veg, and have launched their own BOSH! product range, now stocked in major supermarkets across the UK. Through media, products, and storytelling, they continue to make plant-based eating easier, tastier, and more mainstream than ever.