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Digital Subscriptions > PlantBased > July/August 2017 > The Greenhouse Co movement

The Greenhouse Co movement

Emma Knight tells how her and her friends’ shared love for plant-based juice led them on a vegan cookbook mission


Meet Emma Knight, Co-founder of a famous Canadian health juice brand, The Greenhouse Juice Co. If you ever have the opportunity to set your sights on a Greenhouse drink, it might appear as your typical health juice sporting vibrant liquids in chic bottles, but for Emma Knight and her fellow co-founders it signifies the tale of something more. Behind their menu of beautifully nutritious juices and multiple Canadian Cafés, is a story of a family of friends who had a vision and chased it. In fact, the idea of starting a cold-pressed juice company felt like a glint for most of them as they brought a beloved old peak-roofed bungalow to start their new business venture together back in late 2013.

Now four-years on, they’ve opened over 10 Canadian-based juice cafes, an online store, built a prestigious blog and recently released their first vegan cookbook. We spoke to Emma, project leader of their new plant-based cookbook, to learn more about her personal journey into veganism and how it has led The Greenhouse Co. movement to their first book.

Congratulations on your new book. You’ve created a really vibrant and pure product, full of hearty but healthy plant-based plates (and juices) that are definitely Instagram-worthy.

Thank you so much for your extremely kind words, and for taking the time to chat with us!

Is this something that took a lot work or did you find it second nature having been part of The Greenhouse Juice Co.?

In the context of a 24/7 start-up, a 100-recipe cookbook was a big project to undertake. But the opportunity to combine our collective passions for cooking, eating, writing, and photography and to create something beautiful and delicious together was pretty exciting for all of us. So we found odds and ends of time, mostly at night and on weekends, and we made it work! From start to finish it took just over two years. I know it’s a cliché to say this, but it was truly a labour of love. And we ate every single morsel pictured in the book immediately after the photo was taken.

What cuisine influences you?

Toronto is one of the most multicultural cities in the world, and we have been fortunate to be exposed to a wide variety of cooking styles right here in our hometown. While we are quick to joke that Canadian cooking revolves around maple syrup, the truth is that our cuisine is like a pointillist painting. Each dot is a distinct culture with a rich history of cooking, living in close proximity with another dot with a distinct culture and a rich history of cooking. Zoom out and you’ll find an embracement of deliciousness, and I’m willing to brag in a very un-Canadian way that all of this together makes up Canadian cuisine.

As such there are dishes in the book inspired by Japanese nasu dengaku (the Miso-Glazed Aubergine; by Middle Eastern mujaddara (The Lentils and Brown Rice with Rainbow Chard, Roasted Carrots and Tahini; by Filipino pancit (the Spaghetti Squash with Ginger Chili, Lime and Grilled Tofu on, as well as a French ratatouille, an Indian curry, and on and on it goes. You might also notice that when a sweetener is called for, we default to maple syrup.

Who inspires your cooking style in terms of chefs or bloggers?

Vegetable lovers and local produce enthusiasts we look to for inspiration include Jamie Kennedy, Deborah Madison, Mark Bittman, Yotam Ottolenghi and Sami Tamimi, Laura Wright, Angela Liddon, Dana Schultz, Ella Mills, and many more.

If someone was thinking of introducing juicing into their diet, are there any tips or benefits you’d like to highlight to them?

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About PlantBased

To encourage you to make the most of the outdoors we decided to explore Alfresco Dining. From big vegan Mediterranean hot pots, Mexican sharing platters, canapes, BBQ food, dips and desserts- you’ll have plenty of food inspiration to plan a great garden party. We’ve even thought about the best delicious drinks to quench thirst too. This month’s Essential Guide to Classic Cocktails will have you shaking, rolling and blending all kinds of fruit-infused alcoholic (or non-alcoholic) creations for your guests. But, if you’re not a fan of cocktails, rest assured as this issue’s Cook Like A Pro will teach you how to brew your own vegan beer. In between all the BBQ and cocktails you are going to consume — we’ve added in some clean-eating foods for those still on the Bikini body bandwagon. We’ve delved into the on-going health food trend of Buddha bowls, while this month’s Special Report explores probiotics. And there’s more — our Nutritionist Notebook looks at seaweed. Will you dare to try it? Speaking of new things- we have brought you some fresh features. Our first Cookery School feature discovers Demuths, whilst our first Foodtale tells the story of an incredible vegan cook/blogger travelling Europe. We also thought it was important to fuel our foodie inspiration beyond the kitchen — our first Food for Thought feature looks at how pro surfer Tia Blanco fuels her sport with plant-based food. On top of all of that, we have our round up of the latest vegan products, news, cook book reviews, a handy little guide to leftovers and Jacqueline’s round up of the summer veggie box. One last thing, this is the season where social gatherings and opportunities to try new things are all around us. Go at it full steam. Experiment in the kitchen. Taste new foods. Dine in the unordinary mise en scenes. But, most of importantly, make memories. Here’s to the good times and the good food.