Our story

Do you love fresh food that is packed with flavour and nutrients, but are you lacking inspiration or simply too busy? You’ve come to the right place! Just Add Vegan is on a mission to inspire and make it easy for people to cook plant-based. We help you create mind-blowingly tasty, healthy meals while saving hours on meal planning, shopping and prepping.

Our food philosophy

We bring you food that tastes great and makes you feel good. We create recipes that are bursting with flavour and packed with nutrient-rich ingredients that allow you to thrive whatever situation life throws at you.

Our nutritionist-designed menu is rooted in the whole-food plant-based diet, which many scientists consider the healthiest diet on the planet.

Eating healthy vegan food is known to boost energy levels, physical performance and immunity, promote weight-loss and prevent or halt chronic diseases, including heart disease, type-2 diabetes and cancer.

Variation is key to a healthy diet, so we bring you a weekly changing menu with seasonal ingredients and dishes from cuisines all over the world – Thai, Italian, Chinese, Indian, Mexican, Middle Eastern, Korean, Greek, Indonesian… you name it!

We recognise that great food demands the finest ingredients. We source the freshest produce from local suppliers and highest-quality products from premium Australian brands, such as Suzy Spoon’s, Miller Lane, Syndian and Spiral.

Our food is bound to make you feel happier, healthier and more alive. That’s what we are here for to help you achieve!

Our values

We’re on a mission to inspire and make it easy for people to eat-plant-based, with the purpose of creating a happier, healthier and fairer world.

Our purpose drives everything we do, from the products that we offer to the way we operate on a day-to-day basis.

We only develop and sell products that are good for you and good for the planet.

We strive to source our ingredients and other products from local suppliers who share our values.

We endeavour that all our interactions with customers leave them with a positive feeling.

We deeply care about our amazing team members and do everything we can to help them achieve their full potential.

We go out of our way to find and use the most sustainable packaging materials and keep our environmental footprint as small as possible.

We put care in everything we do and seek to constantly improve ourselves.

Our founders

Just Add Vegan was founded by Padma Lianos and Arthur Voorwinden.

They met on the last day of a Vipassana meditation course in the UK, in 2012. Not your usual dating place, but after 100 hours of meditating, both were feeling blissful and open to anything the universe had in store for them!

Back then, Padma was based in London, where she held a management position at a large accountancy firm. Arthur lived in the Netherlands and was a vice president at a global investment-management firm.

They soon discovered that they shared a passion for food and a strong urge to make the world a better place. They got married in 2015 and started making plans for a future that was more aligned with their dreams and values (meanwhile, Padma earned a master's degree in strategic business management).

In December 2018 they quit their well-paid jobs, sold their house in Amsterdam to fund their plans, and moved to Australia, Padma’s motherland, together with their baby daughter, Zoë. And with the dream to start a vegan food business!

They were close to launching a grab & go chain in Sydney’s CBD when Covid hit and everything changed. That’s when meal delivery came into the picture and the seed was planted for Just Add Vegan, Australia’s first health-focused, 100% vegan meal-kit service.