Toronto-based chef and plant-based advocate Matthew Ravenscroft has one mission—and he’s not subtle about it: to get you to eat your damn veggies. Whether he’s dancing with produce (yes, really), throwing pop-ups across town, or partnering with brands that share his vision, Matthew is redefining what it means to eat plants. 

He currently leads Business Development for NEW/SCHOOL FOODS, a Toronto-based company reinventing seafood with its innovative plant-based salmon. Through his work, Matthew aims to show people that eating plants can be fun, beautiful, and delicious—all at the same time.

We chatted with Matthew about culinary chaos, questionable childhood snacks, and why sometimes the simplest outfits—and ingredients—are the most satisfying.

Q: Tell us the story behind The Dirty Raven.

A: Admittedly, at the time of picking this name, I did not believe Instagram or social media would put the entire world in a chokehold like it has now. Then I tried to get rid of it and people told me I couldn’t. I get approached by people asking: “hey aren’t you the dirty raven?!”. It’s a favourite album title and my last name combined - I’m not a particularly creative person when placed on the spot, especially when I was 21. 

Q: What are 3 words your friends/family would use to describe you?

A: (Almost) too loud, a little bit busy and fidgety—and if you really know me, you’ll know I'm quietly particular about things, but would never say it (out loud). 

Q: What are some of your fondest memories since you’ve started your career?

A: Getting to travel for work has always floored me. I've visited places and had experiences I couldn’t have imagined. I’ve sandboarded in Abu Dhabi while competing in Taste the World, and sat in the total darkness on a sand dune at night. I’ve cooked over giant fires with chefs I admire—learning from them while smoking a cig, sipping coffee, or standing a little too close and getting burnt—and fed so many people along the way. Once, I smuggled (like, forty pounds of) horse ribs in my luggage for a dinner in New York, where all we had to prep was a toaster oven and a couple induction burners (and an oven at a hotel where I had to pinky swear they were beef ribs). The calamity of cooking is my fondest memory—you do what you have to to bring a vision to life through collaboration and the willingness to take risks. You learn from everyone around you and hope you can offer the same in return. 

Q: What is one of your favourite creations/dishes that you’re most proud of and why?

A: I have this very fond obsession of combining coffee, tarragon, lemon and mushrooms together. It’s just perfect: perfectly balancing, perfectly unexpected, and perfectly memorable. It’s honestly something I'm also so pumped to serve people because it’s something you read and think: cool this will not be good. But then you try it and something just clicks. They’re all tied together with a thread and a bit like six degrees of separation.

Q: If you could give your younger self one piece of advice, what would it be?

A: Wow, my first reaction is “slow down”, but honestly, I’m glad I went full gas with no brakes in cooking. I needed that to happen. I needed to say yes to everything and figure out the rest and hang up my body, cry sometimes, and see what I could do. It built character in me, but it came at a cost in a lot of ways. So instead I'd say “be more kind”, to yourself and to others. All we’re doing is making things that turn into literal shit. It’s all going to be ok.

Q: What’s your favourite childhood snack?

A: To this day, sugary cereal. I am a werewolf holding my own chain in front of a box of cereal. I just can’t stop myself. My brother once caught me eating a bowl of marshmallows with just milk in it. I cut out the nonsense and went straight for the hard stuff on that one. I feel like General Mills stole that idea from me. Still waiting on that check from them.

Q: How would you describe your style?

A: I have a big appreciation for people who can coordinate colour and pattern effectively. I dress simply because I can’t piece it all together visually—but that simplicity has grown on me. My brain can't solve that rubicks cube or any rubicks cube if I’m being honest. My style’s changed over the years. Lately, I’ve been drawn to dressing more formally, but in a relaxed way. I think I want to dress like an older Italian man. I always assumed I’d go the opposite direction as I aged—sweatpants and t-shirts from conferences I attended—but now I want to feel comfortable in button-ups, chinos… maybe even a casual suit with no socks. Sometimes it feels unexpected based on how I look. But sometimes, it just feels good to look good—especially when the world’s on fire.

Q: Your advice for anyone looking to kick start their chef journey but don’t know where to start?

A: I mean I can only speak from my own cooking experience - I was not very good at it despite working in kitchens my whole life. I asked a lot of questions without a lot of shame because I saw (and still see) that the world is so vast and there’s so much to learn still. It's never ending. Just today I was so overjoyed by seeing a piece of equipment I've never seen. How cool is that! We can’t know everything in the world and that’s actually a good thing. I feel like life would be boring otherwise. The other biggest part is DO IT. Thinking and learning and reading is fine, but you can only go so far until you put your hands in there and get muddy. That's the fun part about it, it’s a big practice of feeling and muscle memory. It becomes a part of you the more you spend time with it. You can be afraid to fail sometimes, but you also have to make amends with the reality that it’s inevitable, important and our biggest learning moment. Fail frequently and have fun in it. 

Q: Any upcoming personal projects you’d like to share with us or a sneak peak?

A: I mean the best part of my job is I genuinely have no idea what’s on the horizon or where it’s all going and it’s something I love about that part of my life. It's unexpected and invigorating in that sense. In the past 6 or so months I've come on with NEW/SCHOOL FOODS - a plant based protein company based out of Toronto. I work on the business development side and it’s sort of taken over things in my life professionally in a way I'm really excited about and want to see where that all takes me. I really love it so I guess I'll see where that all goes!

Matthew's Look 1: Atrium Classic Striped Long Sleeve Button Up Shirt, Crewneck Short Sleeve T-Shirt & Relaxed Pants

Matthew's Look 2: Atrium Striped Short Sleeve Button Up Shirt & Relaxed Mid Short

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