You wanna be zero-waste? Go live in a cave!” Over a gluten-free rhubarb cobbler on a sunny day in his studio in Peckham, the whole-ingredient vegan cooking king Max La Manna is discussing the rise, feasibility and burden of the zero-waste movement.
The 33-year-old American cook, now based in the UK, started making a name for himself in the space during the first lockdown, posting recipe videos encouraging people to try more plant-based food that utilises the whole ingredient, peels and all. It’s his approachability to the movement – and presumably his charisma and curls – that has seen him amass over a billion views across social media, appear on BBC Earth and Saturday Kitchen, and scoop a handful of awards including Most Sustainable Cookbook and Digital Creator of the Year.
