Interview BOSH!
Two schoolfriends from Sheffield have swept the cookery scene with their vibrant and social media- friendly take on plant-based dishes
a dreary Tuesday morning. When I ask how I’m going to tell
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them apart when transcribing the interview, Firth says: “Ian sounds a bit more Northern, and I sound a bit more generic and salesy.” Firth says salesy, but I would call it having a clear idea of their message and how best to communicate it. It’s a message that is at the heart of
he BOSH! boys, Henry Firth and Ian Theasby, are fun; theirs is an infectious energy that permeates through everything they do. It even manages to travel through a patchy telephone line on
the BOSH! brand, and it’s one that is easily conveyed through their popular recipes (see right), bright Instagram posts and fun Facebook videos: “To put more plants on more plates and make vegan food available for everyone.” Gary Barlow, James Arthur
and—wait for it—Pamela Anderson, as well as a Facebook following of 1.8 million, 88,000+ YouTube subscribers, and an Instagram backing nearing 600,000, make up the pair’s audience. And,
IAN THEASBY (LEFT) AND HENRY FIRTH’S VEGAN COOKERY BOOK HAS BEEN A HUGE HIT
as the highest selling vegan title of all time, with sales of 187,175 copies for £1.74m, it’s no surprise that their cookbook BOSH! was awarded Non-Fiction Lifestyle Book of the Year at the British Book Awards, beating off competition from the likes of Tom Kerridge, Yotam Ottolenghi and Scarlett Curtis. “The ceremony was wonderful.
When we heard [award presenter] Jay Rayner read out our name, we were over the moon, completely ecstatic and very thankful,” says Firth, who adds: “Prior to the ceremony we were dressed in our tuxedos and had to go to Heart Radio to give an interview—and the lady was like, ‘You’re dressed quite sharply for this! You do realise it’s radio, right?!’”
CLASS MATES The pair, who met at school in Sheffield, aged 11, formed BOSH!
HOME GROWN
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