AMAZON VEGAN
BRANDON LIU IS STRIVING FOR A BETTER PLANT-BASED FUTURE. AS CHIEF EXECUTIVE OFFICER AT AMAZON DINERS, BRANDON IS TASKED WITH THE RESPONSIBILITY TO MANAGE AMAZON VEGAN DINERS WITHIN MALAYSIA.
Since its inception, Amazon Vegan has achieved great success in combining premium natural ingredients to deliver an exceptional plant-based tasting experience. In this interview, we had the opportunity to talk to Brandon Liu about everything from his vision for Amazon Vegan, his food philosophy, as well as his thoughts on where he thinks the plant-based dining scene is going.
What is your vision for Amazon Vegan?
We live in a world of constants and variables; things that stay the same and things that change. Often, change is usually brought about by some force, or an impact. This impact could be as detrimental as a war, or an impact so positive that everyone wants to associate with. For us, to be associated with Amazon Vegan is to #beontherightsideofchange, as we promote delicious, healthy food & beverages with good service, lifestyle and value that comes guilt-free. We want to be accessible globally and strive to be a platform to grow, and to become the household name and choice of a healthier fast-food option.
What is your food philosophy?
For the longest time, the greatest obstacle that keeps modern societies from feeling good in their bodies is an over-reliance on food that is convenient. Our philosophy focuses on making nutrition a vital component to sustainable living and being mindful of how our lifestyle choices impact the world around us.
Veganism has really taken off in recent years. In your opinion, what is driving this shift in eating habits?
Veganism is not only about food, but also about ethical choices or sustainable ways that contribute positively to our actions and behaviours. Netflix, YouTube, and celebrities have played a major role in educating the general population on what it means to eat healthier and how we can contribute to a better environment. It’s the people’s choice to play a role in any manner and the easiest way starts with our diet.
Where do you see the plant-based dining scene going?
It’s not a trend, and it’s here to stay. For us at Amazon Vegan, it’s important to offer delicious food and beverages non vegans and vegetarians can enjoy as an alternative. We hope more people will try us out and opt us as their alternative food choice. There will be more options available, and we hope Amazon Vegan will be accessible to people all around the world.
To the non-plant-based folks, what do you think is the best way to convince them to adopt a more plant-centric diet?
In my opinion, I don’t think there’s a need to convince, nor should it be preached. If the food tastes good and there are options available, it’s a natural decision to adopt a healthier lifestyle that satisfies your needs and wants. It’s about what the market has to offer. The uniqueness of Amazon Vegan is that we manufacture 95% of our own products and we produce products like zero beef, zero lamb and zero chicken flavours to cater to the mass market.
If you could give one piece of advice to new vegans, what would it be?
The perception of vegan and vegetarian food is that it’s not enjoyable, inconvenient, and inaccessible (due to limited offerings/ choices). I’d say be open minded, close your eyes, and let your palate distinguish and embrace the flavours that Amazon Vegan has to offer.
What’s next for Amazon Vegan?
I’m excited to innovate our business in line with our mission by streamlining our core products to encourage more functional and healthier lifestyle choices. From sporting events to recycling campaigns, corporate initiatives to pet adoption drives̶the possibilities are endless, and we’re excited to leave our footprint to create a better world for all to enjoy.