Matthew Glover

Initiator
DISC Type : Di

President at Project Slingshot

London, England, United Kingdom

Overview

Matthew Glover is a business activist and entrepreneur dedicated to removing animals from the food system. He co-founded the global movement Veganuary, leads Veg Capital to fund plant-based startups, and chairs the Vegan Food Group, which acquires and scales brands like VFC and Meatless Farm. People often describe him as professional, knowledgeable, and forward-thinking.

Originally from a family of butchers, Matthew became a vegan after learning about the realities of the dairy and egg industries. He lives near York with his wife, Jane Land, with whom he co-founded Veganuary. He previously built businesses in the construction, glazing, and events sectors before dedicating his career to activism.

Interesting fact: Matthew and his wife used their life savings to launch Veganuary in 2014, initially hoping a few hundred people would participate.

Personality Overview

Risk-Accepting

Confident

Impact-Oriented

They usually prefer to drive the conversation.  They don’t mind taking a stand if they believe in something. They measure a product on its merit but can be influenced by strong testimonials.

Topics They Care About

Business Activism
He co-founded VFC as a form of "business activism" and sees his ventures as a way to dismantle the factory farming system with great food.
Ethical Investing
As Managing Director of Veg Capital, he provides early-stage funding to companies creating plant-based alternatives to meat, dairy, and eggs, donating profits to animal charities.
Food System Disruption
He created Vegan Food Group to consolidate plant-based brands, aiming to build a "vegan Unilever" to compete with major food industry players.

Media Appearances

Matthew has no verified media appearances

Work History

6-2025
President at Project Slingshot
6-2025
Co-Founder at Project Slingshot
1-2024 - 1-2026
Chair at Vegan Food Group
9-2020 - 1-2026
Co-Founder at VFC®
1-2020 - 10-2025
Managing Director at Veg Capital

Education

1983 - 1990
Education details unavailable from Silcoates School

More Information

Social Presence :

Prographics :

Exp : N/A Location : London, England, United Kingdom Job Level : N/A Designation : President at Project Slingshot
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Insights For Selling To Matthew

During A Call Or A Meeting

DO's

  • Refer to testimonials from well known people to highlight the value of your product
  • Clearly address the competitive aspects
  • Look like someone who is on top of their game

DONT's

  • Don't be unorganized, be prepared for the pitch
  • Don’t be very informal even if they are being so themselves
  • Don’t be too verbose or overly friendly; a little bit, however, is fine

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Matthew is

  • Belief in the value of the product, relationship and a sense of accomplishment matter the most.
  • Will you ever get a clear answer from Matthew

  • They are not shy of saying no if they do not develop trust in your product.

Insights For Deal Planning

    How fast (or slow) will Matthew move?

  • If they develop confidence in your product and you, then they can make fast decisions.
  • Can Matthew take some risk or not?

  • If necessary, they have the ability to take risky decisions.

You And Matthew

Personality Compatibility


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