Masterchef's Ritchie Stainsby joins Natural Innovations to lead a new era of plant-led creativity
Added by Love Business East Midlands | 4 November 2025
UPDATED: 5 November 2025
Acclaimed Nottingham chef and MasterChef: The Professionals semi-finalist Ritchie Stainsby has joined Natural Innovations as its Innovation Chef, marking the next chapter in his celebrated culinary career and the company’s ambitious expansion into new techniques and product development.
Known for his distinctive approach to plant-led cuisine and for founding Nottingham’s award-winning restaurant No. Twelve, Stainsby earned national recognition for his inventive tasting menus, zero-waste ethos and commitment to sustainability.
Under his leadership, No. Twelve won multiple Good Food Awards and helped set a new standard for modern plant-led dining. Since then, Stainsby has continued to champion creative, sustainable cookery through private dining projects and pop-up collaborations.
At Natural Innovations, Stainsby will help design and develop new menu solutions that bring chef-level creativity to large-scale kitchens. His appointment reflects a shared belief that plant-led food should be as flavourful, versatile and accessible as any other part of the menu.
Speaking about his appointment, Stainsby said:
“For me, food should always start with flavour. I’ve always believed in creating things that people genuinely want to eat. My focus has never been on imitation meat or alternatives, but on doing clever, delicious things with fruit and vegetables.
“Working with Natural Innovations means I can take that philosophy further, sharing plant-led creations with thousands every day and inspiring bold new flavours across restaurants and foodservice.”
The appointment comes as Natural Innovations continues to invest in its people, capabilities, and product development to support a growing portfolio of plant-led ingredients. The company is strengthening its focus on emerging food technologies and creative processes that help chefs and operators deliver more sustainable, flavour-rich, and trend-led dishes without compromise.
Tom Edwards, commercial director at Natural Innovations, said:
“Ritchie brings exactly the kind of creativity, curiosity and technical expertise that defines Natural Innovations. His philosophy of making plant-led food exciting for everyone, not just vegetarians or vegans, perfectly reflects our mission to make sustainable eating simple, delicious and mainstream. We are thrilled to welcome him to the team as we expand our development capabilities.”
After years spent running his own restaurants and appearing on national television, the move represents a creative evolution for Stainsby.
In his new role he will focus on developing ingredients and menu solutions that explore new techniques and flavour innovation, combining culinary craft with commercial practicality. He will work closely with Natural Innovations’ product development teams and clients across retail and foodservice.
For Stainsby, who began his career under Jamie Oliver’s restaurant group before launching his own ventures, the move also marks a homecoming.
“I have always been proud to represent Nottingham,” he said. “It’s where my career started, where I built my restaurants, and now it’s where I get to help shape something much bigger, a company that’s redefining how Britain eats.”
As consumer interest in plant-led and sustainable food continues to grow, Stainsby’s appointment signals Natural Innovations’ commitment to leading from the kitchen, combining innovation with integrity and flavour with purpose.
