About Us

Founded by an experienced entrepreneur and supported by a global network of expert advisors, we are a dedicated team with a vision to create a plant-based world.


Måns Ullerstam

Måns is an entrepreneur and experienced investor. For his latest venture, Resolution Games, he raised US$6 million from prominent investors such as Google Ventures. As well as corporate roles heading US$100 million Swedish telco Rebtel, he also founded Neutral World: a carbon footprint comparison shopping site. Måns is a Climate Leader, trained by the former Vice President Al Gore as part of his non-profit organisation, Climate Reality, and is passionate about supporting and investing in the plant-based movement. Måns is a vegan since 2015.


Willem Blom

Willem is an internet entrepreneur and impact investor with a focus on plant-based startups. He’s been interested in a vegan lifestyle since practicing Sunmudo martial arts in a monastery. The monks who lived there were the fittest and healthiest he’s ever met. The food was strictly vegan.

Learning about the effects of animal products on the environment and the animal treatment in factory farming gave him the final push to look for vegan investment opportunities.


Philippe Poelaert

Philippe is driven by two of his core passions: an environmentally friendly healthy lifestyle and sports. This led him to co-found and manage Areca Ventures, which invests in mission-driven food and beverage start-ups and scale-ups. Philippe is also a co-founder of Golden Set Analytics, a leading data analytics company in professional tennis. Before his journey into entrepreneurship and investment, Philippe worked at Bain & Company, a global management consulting firm.


Ursin Maibach

Ursin has been working for major e-commerce companies in different branches. He is Division Head and manages the overall budget, but his professional passion is the worldwide hunt for products, brands and companies of tomorrow.

As Member of the board of the Vegan Society Switzerland and as Vegan Trademark Manager (vegan flower) for the domestic market, he is in active exchange with numerous stakeholders. Ursin has stopped consuming animals at the age of 16 and is vegan since 2010. He lives in Zurich and Frankfurt.


Michiel van Deursen

A former tech entrepreneur behind the largest classifieds internet platform in Belgium, as well as an Amsterdam-based internet agency and a tech incubator, Michiel now invests solely in plant-based businesses. His passion for healthy living began while training for an Ironman triathlon, when he learned not only what a plant-based diet can do for personal fitness but also of the wider positive impact on the planet. He was an early investor of The Vegetarian Butcher in the Netherlands, experiencing the massive growth of the plant-based food sector first-hand.


Gunnar Kreitz

Having been vegan for over 20 years, Gunnar has seen tremendous momentum in the plant-based movement, and is keen to play an active role in its future growth. He was one of the first 10 employees of Swedish music streaming service Spotify and is also co-founder of Kattis – helping companies to recruit great programmers. Gunnar has a PHD from KTH Royal Institute of Technology in Stockholm, and is interested in the role technology can play in mitigating the climate crisis and creating a plant-based future.


Yael Jusidman

Having lived and worked around the world with food, nutrition and alternative medicine, Yael has fostered a deep understanding of how food can strengthen and balance on a physical and mental level. Yael brings an international viewpoint to Kale United, globe-trotting to areas such as Mexico, Israel and India, as well as her passion for plant-based living and collaboration to shape a better world for today and future generations.


Cliff Johnson

With a diverse background in Finance and Accounting, both in multi-national corporations and start-ups, Cliff supports the due diligence process for evaluating potential portfolio companies as well as providing continuing financial analysis support for those in the Veg Capital portfolio. A co-founder of a plant-based investment fund at Johnson Resolutions, Cliff enjoys putting his efforts and resources toward SDG focused solutions to climate change and ending animal cruelty.


Tobias Leenaert

Tobias is deeply embedded in the plant-based industry, driving positive change in the world. He is a blogger at veganstrategist.org, author of How to Create a Vegan World: A Pragmatic Approach and co-founder at The Center for Effective Vegan Advocacy (CEVA), and ProVeg International.


Marie Frenette

Marie believes that social entrepreneurship has the power to change the world. She has been based in Asia since 2006 and has made it her mission to elevate the plant-based food space in the region. She is the founder of HAE Sustainable Lifestyle Company, a consultant for plant-based food companies and the Happy Cow ambassador for Seoul, Korea.

Middle East and India Advisor

Chetan G Punjani

Based in Dubai, UAE, Chetan is General Manager GCC at Oceandusk Group, pursues his hobby as travel trade professional and is committed to spreading the vegan lifestyle. He also brings 15 years’ investment experience in stocks and fixed assets, as well as his passion for supporting the growth of a plant-based lifestyle.

Chetan has deep experience and knowledge of the Vegan market in Middle East & India, both of which he believes represent strong growth opportunities for the next decade not just for food but also for vegan clothing, foot wear and cosmetics.

Health and Science Advisor

David Stenholtz

As well as working full-time as an oncologist, David is also the founder and chairman of Doctors For The Future. The organisation’s aim is to make people more aware of how dietary choices affect health and disease development, and how a plant-based diet can greatly improve health and quality of life.

Behind the Logo and Brand

Our logo reflects our ambition to evolve into a trusted stamp of approval for plant-based businesses and consumers. Agile, dynamic and innovative, we are a multifaceted company with a unique proposition. We will become an authority in the plant-based community, help the best plant-based brands succeed in the mainstream, and drive value for our stakeholders.

Where we are