The year of Greenway:
interview with founder
Paul Florizoone

2019 was the greatest year for Greenway. Anyone who had not yet heard about the Flemish veggie pioneer at the beginning of 2019, undoubtedly has by now, at the beginning of 2020. Success, growth and innovation were the keywords of the past year, but what will the new year bring for Greenway? And what can we expect from them? We asked Paul Florizoone, the founder of the company.

How do you look back on 2019?

2019 was a fantastic year for Greenway. Launching the Greenway Burger, the Greenway Minced Meat and the Greenway Chipolata was unbelievably successful. I believe that with these products we have succeeded in making plant-based food more accessible to the general public, something I have been trying to do since the start of Greenway – now nearly 22 years ago. We are showing people they have different choices. That you can eat delicious and varied food with less or no meat. Greenway’s Plant-based Family (the minced meat, the chipolata and the burger) are surprisingly versatile. The cherry on the cake for us was the prize for Best Product of the Year. A prize like that is very satisfying.

What does 2020 have in store for Greenway?

In the new year, we will be focusing even more on innovation. For example, we will be looking at how we can improve our existing products and we will also be launching more environmentally-friendly packaging. In addition, we want to bring at least 5 new plant-based products to the market. In this way, we want to entice even more meat lovers to eat plant-based food (occasionally) in 2020.

What does Greenway mean to you?

For me, Greenway is my life’s work and I am very proud of it. Thanks to our sustainable approach, we, along with our customers, are having a positive effect on the climate. And, incidentally, sustainability means more to us than just the ecological aspect. At Greenway, we focus on people. In addition to the positive impact on nature, we also try to have a positive impact on our team. The happiness of our employees gives us at least as much satisfaction.

What is your favourite meat-without-meat dish?

I love stuffed tomatoes with prepared Greenway Minced Meat. I mix the plant-based minced meat with red onion, celery, chili powder, garlic and parsley and stuff the hollow tomatoes with it. It is a simple and quick recipe that everyone likes. We usually have it with mashed potatoes, but I think it’s also good with fries or croquettes.

And do you have a favourite product?

I think the Greenway Minced Meat is really great. Very versatile. You can make a lot of different things with it. ‘Meatballs’ in tomato sauce, burgers, wintry casseroles, birds’ nests, etc. Anything you make with ground beef can also be made with Greenway Minced Meat!

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