Francesca Biagioli Gordon Ramsay changes direction towards vegan products and sponsors the plant-based line of Flora, a company known for its vegetable spreads as alternatives to butter
@Gordon Ramsey
Gordon Ramsay, infamous for years as an anti-vegan, stunned fans with his latest commercial partnership. The famous British chef has agreed to become the ambassador for Flora‘s range of plant-based products.
Flora is a prestigious brand with expertise in plant-based spreads, and Ramsay’s endorsement is under the “Skip the Cow” campaign. The idea of the campaign is to endorse alternatives to butter, showcasing the spreadability and flavor of 100% plant-based spreads.
A newfound change of heart
Throughout the campaign, Ramsay emphasizes the same richness and creaminess of regular butter that Flora’s products provide but with lighter environmental impact. He even went so far as to share a recipe for making homemade vegan butter using natural components.
This is a dramatic change of heart, especially given his previous comments, in which he jokingly declared himself “allergic to vegans” and previously goaded PETA by redefining it as “People Eating Tasty Animals.”
But times move on, and even the most unbending chefs can change—be it through changed attitudes, fashions, or monetary benefits. At the time of campaign launch, Ramsay said:
“I believe in good, honest cooking with quality ingredients, and I can honestly say Flora left me speechless.”
The chef added that his interest in plant-based foods is due to their sustainability, culinary diversity, and superior quality:
“From eggs benedict to chocolate cake, I experiment with it. It gives me the richness and deep flavor that I get from butter, but with improved sustainability. I’d love to see home cooks experiment with the swap, do it at home, and discover what they can make.”
The imagery of the campaign has Ramsay straddling the back of a cow—a symbolic act highlighting the fact that no animals are involved in the creation of Flora’s spreads. The marketing ploy is meant to place the spotlight on the brand’s core message: plant-based foods can be just as creamy and tasty as butter using no animals.
Is ramsay’s endorsement credible?
But can Ramsay really be trusted as a spokesperson for these products? The question can also be flipped: if even Gordon Ramsay is convinced of their quality, they must be genuinely good—or is this just about business? Only time will tell if we’ll eventually see him praising tofu as well.
