Fiona McArthur
Vegan founded

Plant-based start-ups you need on your radar

This month's founder:

Fiona McArthur

Fetcha Chocolates


My vegan story

It started on Christmas 2016, a combination of reading The China Study and my brother adopting a plant-based diet convinced me to give it a go. So, I ditched the animal products and have not looked back since! After learning more about the ways we mass produce meat, dairy and eggs, my main motivation is now for the animals.

Early inspiration

After studying Environmental Science and while working in my friends' sweet shop I discovered it was difficult to find giftable, vegan chocolates, and next to none that were also palm oil and plastic-free. I realised that people were missing out, so I created something a whole family could enjoy.

Tips for other start-ups

Trust your gut and don't be afraid to step outside of your comfort zone to say yes OR no. And the one I'm still working on, don't be afraid to ask for help to lighten your load, I'd have been lost without my mum helping pack orders when I'm busy.

The best thing about being vegan

Knowing that my diet and lifestyle is the best one for the planet, the animals and for me feels fantastic. I also enjoy that since most menus only have one or two vegan options, I'm less indecisive when eating out!

You're stranded on an island. What one vegan product/treat would you want with you?

Despite having a real sweet tooth, I think it would have to be Richmond meat-free sausages, they're my treat breakfast when I have a long day ahead of me.

Fun fact

I'm passionate about pumpkins and my garden currently has 12 different varieties of squash growing in it! Also, to make every year memorable, I try to tick off one thing from my bucket list; I recently took a few weeks out to act as an extra on a blockbuster movie.

What's next

My goal is to make Christmas gifting easy for everyone, vegan or not, so this year there are lots of new products coming out for Christmas, including eco-friendly advent calendars!

For more from Fiona and Fetcha Chocolates, visit

Fiona McArthur


The lifestyle magazine written by vegans for vegans.