Nivi Jasa is the co-founder of I AM NUT OK, a London-based artisan vegan cheese company, and Third Culture Deli, a plant-based café in Hackney. His journey into veganism began with simple curiosity and a deep love for food. Growing up with an Italian background, cheese was an essential part of his diet, and when he decided to go vegan, he found the options available to be dull and uninspired. This challenge sparked creativity. At EliteX, we are proud to have Nivi Jasa as part of the edition: 05 Most Influential Leaders Shaping the Future of Veganism, 2025.
Nivi Jasa | Co-Founder | I AM NUT OK
Together with his partner Angela, he started experimenting with cashew-based cheeses in their flat, which slowly turned into something much bigger – a bold reimagining of what vegan cheese could be. What began as a kitchen experiment grew into a small revolution, challenging traditional perceptions of vegan food and showing the world that plant-based cheese can be indulgent, exciting, and full of character.
For Nivi, veganism is not just a diet but a way of living that connects values with everyday choices. He believes that food should never be about compromise. Instead, it should bring joy, creativity, and balance while respecting the planet and all living beings. His work reflects this belief, blending culinary artistry with a strong ethical foundation. Through I AM NUT OK, he and Angela aim to redefine vegan cheese not as a substitute but as an upgrade. From mozzarella and parmesan to fermented cashew wedges, each product is crafted with care, taste, and texture in mind. Their cheeses are made in small batches using fermented cashew nuts and natural ingredients, delivering bold flavours that delight both vegans and non-vegans alike.
“Change often begins in small kitchens, with people who believe in doing things differently.”
At Third Culture Deli, Nivi extends this philosophy into a physical space where people can connect over food. The deli represents inclusivity and creativity, a place where flavour comes first and labels come second. He believes that the best way to promote veganism is not through preaching but through taste and experience. When people realise how delicious plant-based food can be, the barriers fall away naturally. This approach has helped him reach beyond the vegan community and make a broader impact.
Building a business in a niche market came with many challenges. When I AM NUT OK began, vegan cheese was often dismissed or misunderstood. Many expected it to taste artificial or bland. Changing that perception required persistence, creativity, and belief in their mission. Nivi focused on making products that stood on their own rather than as imitations. Every step of the journey was self-funded and built from the ground up. He and Angela scaled the brand independently, relying on their passion, loyal customers, and a strong sense of purpose.
Nivi views veganism as one of the most powerful ways to address major global challenges like climate change, deforestation, and public health. By choosing plant-based food, individuals can reduce emissions, save resources, and support a more compassionate food system. He also believes in the importance of education and exposure, making plant-based choices feel normal and accessible. Through collaborations with restaurants, charities, and like-minded brands, he continues to spread awareness and inspire change.
He envisions the future of veganism as a move from imitation to innovation. The next wave, he believes, will celebrate plant-based ingredients for what they are rather than trying to replicate animal products. Authenticity, craftsmanship, and transparency will define this new era. With the rise of fermented and cultured foods, vegan cuisine is entering a creative and flavourful phase that excites him deeply.
“Vegan food should never be about compromise – it should bring joy, creativity, and balance.”
Sustainability remains central to his business. From ethical sourcing and low-impact packaging to minimizing waste, every decision at I AM NUT OK is guided by their core values. He and his team remain transparent about their processes, educating both customers and chefs about the quality and potential of plant-based food.
One of his proudest moments was seeing I AM NUT OK products reach nationwide shelves through Ocado and win over customers who were not even vegan. It was proof that taste can change minds. Another milestone was opening Third Culture Deli, a dream that became a reality through years of hard work. The space has become a reflection of their journey – creative, inclusive, and filled with flavour.
For Nivi, the legacy he hopes to leave is one of courage, creativity, and integrity. He wants future vegan entrepreneurs to know that it’s possible to build something meaningful without sacrificing quality or ethics. His story is a reminder that change often begins in small kitchens, with people who believe in doing things differently. Through his work, Nivi continues to inspire others to embrace a plant-based lifestyle not as a restriction, but as an opportunity to explore new flavours and create a kinder world.
“The best way to promote veganism isn’t through preaching, but through taste and experience.”
