The way South Africans eat is changing. More people are exploring plant-based meals—not necessarily to give up meat entirely, but to introduce balance, variety and sustainability into their everyday cooking. Whether motivated by health, environmental concerns or simple curiosity, the shift toward plant-forward dining is becoming a defining feature of modern food culture. At the forefront of this movement is Green Fields, a South African plant-based meat alternative company that is proving that going meat-free can be both effortless and delicious.
Founded on a vision to make plant-based eating accessible to everyone, Green Fields was born from a collaboration between entrepreneur Glenn Myers and award-winning chef Michael Broughton.
In 2019, as a direct result of Glenn’s wife and 2 children becoming vegan, the duo recognised a clear gap in the local market. While interest in plant-based food was steadily growing, few options truly delivered on taste, texture and culinary versatility—particularly for people who still enjoyed meat but wanted to reduce how much they consumed. Determined to bridge that gap, Myers and Broughton spent two and a half years developing a unique formula designed to replicate the taste, texture and mouthfeel of traditional meat—without compromising on flavour or quality.
When Green Fields officially launched in 2022, it quickly established itself as something a little different. Rather than positioning itself purely for vegans, the brand set out to appeal to everyone—from committed plant-based eaters to curious “flexitarians” and everyday meat lovers looking to diversify their plates.
Today, the company is making waves in South Africa’s evolving plant-based food scene. Its growing range includes everything from burgers, sausages, chipolatas, mince, bolognese and meatballs, to schnitzels, nuggets, falafels and everyone’s nostalgic favourite, fish fingers. These products are designed to fit seamlessly into familiar meals, from weeknight dinners to weekend braais. All products are vegan, Halaal and Kosher-certified, and because they are prepared from frozen, they cook in less time than their meat counterparts, making them an easy option for busy households.
Behind the scenes, innovation is key. Green Fields products are developed and nurtured by a team of young, forward-thinking food technologists working in a first-class production facility. Their deep understanding of global food trends ensures the brand remains ahead of the curve, continuously refining and improving its offerings.
That commitment to quality has not gone unnoticed. In 2025, Green Fields earned international recognition at the LUX Life Awards, winning Best Plant-Based Cuisine 2025 – South Africa at the Global Vegan Awards. The company also received two additional honours at the Hospitality Awards: Emerging Sustainability Leader of the Year 2025 – South Africa and the LUXlife Excellence Award in Plant-Based Food Production 2025—further cementing its position as an innovator within the plant-based food space.
Beyond flavour and innovation, Green Fields is also driven by a broader sense of purpose – they support, and are the only food brand endorsed by the NSPCA (National Council of SPCAs), the largest and oldest animal welfare organisation in South Africa. This partnership has strengthened Green Fields’ reputation as an inclusive, values-led brand whose commitment is not only to responsible food choices but also to ethical practices.
Green Fields also prioritises local sourcing and production, partnering with South African suppliers for ingredients and packaging wherever possible, thereby reducing transportation emissions while supporting local industry.
From an availability perspective, Green Fields has rapidly expanded its reach. Their products are now available in all leading South African retailers, including Checkers, Pick n Pay, SPAR, Wellness Warehouse and Dis-Chem, making it easier than ever for consumers to experiment with plant-based cooking at home.
The brand has also become a preferred plant-based supplier within the hospitality industry, with its products appearing on the menus of South Africa’s leading restaurants and hotels, including some of the most-loved chains like Spur and Bootlegger.
This dual presence—in both retail and professional kitchens—reflects an important shift in how plant-based food is perceived. What was once considered niche is now firmly entering the mainstream, driven by chefs, retailers and consumers who are embracing a more flexible approach to eating.
And ultimately, that is what Green Fields is all about: making the transition simple, enjoyable and accessible for everyone.
Whether you’re a dedicated plant-based eater or simply looking to reduce the amount of meat on your plate, Green Fields offers an easy starting point—proving that great flavour and conscious choices can go hand in hand.
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