We are thrilled to announce that our founder, Tendai Taruvinga, has been invited once again to participate in the national Smashing Stereotypes campaign aimed at opening pathways into STEM careers, especially for individuals from diverse backgrounds.
The campaign runs in conjunction with British Science Week 2025 which is this week (7-14 March)
After a standout profile in 2022, Tendai has been asked to participate again in 2025, continuing their mission to inspire the next generation of professionals and demonstrate how interdisciplinary skills can lead to meaningful and impactful careers.
This campaign is particularly significant to Tendai, as it not only highlights the endless opportunities within STEM but also celebrates how unconventional career paths and interdisciplinary skills can lead to exciting careers. It’s about redefining what it means to be a scientist and showcasing that success doesn’t follow a single, linear path.
From Engineering to E-Commerce: Tendai’s Journey
Based in the West Midlands, Tendai now runs a successful e-commerce business that focuses on culturally inspired plant-rich cuisine. The transition from engineering to the food industry might seem unconventional, but it stems from a lifelong passion for sustainability and innovation. Their business, Veafy, celebrates African culinary traditions while prioritising sustainability and health-conscious food experiences.
In 2021, Tendai was named as a Young Innovators Awards winner, a recognition of their innovative approach to food and sustainability. This award further validates their belief that plant-rich, culturally diverse cuisine can have a significant, positive impact on both people’s health and the environment.
Before founding Veafy, Tendai began life in architecture and civil engineering. He studied architecture before expanding into civil engineering, and worked on the design and delivery of large-scale projects of national significance, such as schools and hospitals. During these years, Tendai helped to ensure the successful delivery of these multi-million-pound projects.
A Hands-On Role in Project Delivery
During their time in construction, Tendai was based on-site, directly influencing the delivery of key projects. This hands-on role allowed them to work closely with stakeholders, including clients, contractors, and consultants ensuring teams were aligned on project goals. Effective stakeholder coordination and communication were critical to ensuring design specifications were met and that projects adhered to tight timelines.
Embracing Change and Leveraging Skills
One of the core lessons Tendai has learned throughout their career is that it’s never too late to pivot. Having started in architecture, then moved into civil engineering, and now succeeding as a food entrepreneur, Tendai’s journey is a testament to the power of transferable skills. No matter the industry, the skills developed in one career can be leveraged to create meaningful impact in another.
This message is something Tendai aims to share with young people, particularly those from underrepresented communities, through this campaign. By sharing their story, he is inspiring others to embrace their unique talents and explore unconventional career paths within STEM.
Inspiring the Next Generation
The Smashing Stereotypes campaign encourages young people to think beyond traditional career pathways and to explore the wide variety of opportunities available within STEM. By sharing stories of professionals who have made unconventional career transitions, the campaign demonstrates that STEM is accessible to all, regardless of background.
As part of this year’s campaign, Tendai will be engaging in a variety of outreach initiatives, including interviews, social media features, and promotional activities. These efforts aim to empower students to see the potential of their skills, passions, and creativity in STEM careers. His story—transitioning from building schools and hospitals to running an award-winning food business—demonstrates how diverse career experiences can contribute to making a real difference in the world.
Tendai is also thrilled to share the spotlight with several other inspiring individuals featured in this campaign, including Dr Nic Bonne – a visually impaired astronomer, Pearl Ayem – a physical climate scientist, and Dr Sophie Meekings – a speech neuroscientist. Their diverse stories, expertise, and contributions to STEM further showcase the wide-ranging opportunities in the field.
A Message to Aspiring Professionals
“By sharing my journey—from civil infrastructure projects to running a culturally inspired plant-rich e-commerce business—I hope to inspire others to see the many ways they can impact the world through STEM,” says Tendai. “There’s no one-size-fits-all path. Combining technical skills with creativity and a passion for making a difference can lead to exciting and impactful careers.”
About Tendai
Tendai, the founder of Veafy, is a food entrepreneur based in the West Midlands with a background in architecture and the built environment. After transitioning from architecture to civil engineering, Tendai worked on multi-million-pound projects of national significance, including schools and hospitals. Today, Tendai runs a successful e-commerce business focusing on culturally inspired plant-rich cuisine. Tendai’s innovative approach to food has been recognised by Innovate UK through their Young Innovators Awards programme in 2021. Tendai aims to inspire others to explore how interdisciplinary skills can create meaningful change in the world.
Read Tendai’s Smashing Stereotypes 2025 campaign profile
For more information on the campaign or to learn how to get involved, please visit the Smashing Stereotypes campaign website.
