Andy Shovel’s New Mission: A Bit Weird, A Lot Impactful

Andy Shovel, co-founder of plant-based giant THIS™, is back—but this time, it’s not about food. His latest project, A Bit Weird, is tackling animal welfare issues with creativity and humour. Instead of guilt-tripping people, the initiative shines a light on grim realities—like male chick culling and lamb castration—using clever campaigns that spark conversation. Shovel’s marketing genius turned THIS™ into a plant-based powerhouse, and now he’s bringing that same energy to activism. With A Bit Weird, expect bold, witty, and game-changing ideas that could genuinely shake up the system. Watch this space—things are about to get weird.