In the latest episode of The Food Talk Show, Ollie Lloyd hosts Amelia Christie Miller, the founder of Bold Beans, a brand transforming the bean market.

Amelia initially disliked beans until an unexpected experience, inspired by Nigel Slater during her Erasmus exchange in Madrid, altered her perspective. "I spooned one straight from the jar, and it was this mesmerising moment," Amelia recalls. Initially, this did register as a significant life-changing moment. However, a stint working with chefs showed her that there were better solutions to the trend towards meat alternatives, and the journey towards Bold Beans began.

Amelia rightly believes in beans' broader global, cultural and culinary roles. She recognises the international appeal of beans and sees beans as an excellent vehicle for embracing diverse flavours and inherently healthy recipes. "Beans are a cornerstone of how civilisation got here," she explains, portraying beans as an essential global food staple.

One of the core themes Amelia discusses is the brand's approach to health and sustainability through the lens of pleasure. "I want people to be tempted into buying it because they want to do it, not because they should," she states, emphasising the importance of taste over health benefits.

Amelia also sheds light on their marketing strategy, which is less about overtly highlighting the health benefits, which are a given, and more about creating a genuine love for beans. Their Instagram presence and content creation, led by Hannah Wilding, are central to this, driven by a belief that sharing delicious recipes goes beyond just selling a product. "Our mission is to make people bean obsessed," she explains, noting that early content creation efforts were based on trying to help friends cook with beans even before the brand existed as a real product.

Another fascinating aspect of Bold Beans is how they are battling quite established brands like Merchant Gourmet and Belazu in the core beans category and taking on giants like Heinz. In tackling the challenge of broader competition, Amelia finds confidence in focusing on beans exclusively. "Brands like Merchant Gourmet and Belazu can't own beans in the way that we can own beans." This singular focus allows Bold Beans to optimise quality and innovation within their niche, ensuring they remain leaders in flavor and sustainability.

As Bold Beans continues to innovate and educate about the versatility of beans, one senses that the team will not only shake up the bean category but also redefine what it means to eat sustainably and deliciously.