Eat For The Planet features conversations with food industry leaders, health and sustainability experts, as well as entrepreneurs and creative minds who are redefining the future of food.
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Eat For The Planet features conversations with food industry leaders, health and sustainability experts, as well as entrepreneurs and creative minds who are redefining the future of food.
#181 – Plant-Based Brands: High on Purpose, Low on Vibes
Eat For The Planet with Nil Zacharias
20 minutes
1 year ago
#181 – Plant-Based Brands: High on Purpose, Low on Vibes
If vibes can play a big role in the 2024 U.S. Presidential Elections, shouldn't we examine their role in food choices?
This episode discusses why the plant-based food industry's focus on branding plant-based meat by emphasizing environmental and health benefits has failed to resonate with a consumers. A more effective branding strategy for alternative protein involves focusing on the "vibes"—the emotional and cultural context associated with food—rather than just facts and figures, aiming to make plant-based options feel more appealing and culturally relevant to diverse consumer groups.
Companies mentioned in this episode:
Plantega
Beyond Meat – “Serve Love” Campaign / Beyond Meat (BYND) Q2 2024 Earnings Call Transcript
Impossible Foods – Recipe for Disaster: Impossible Foods CEO Says Plant-Based Meat Marketing's 'Wokeness' Hurt the Category / Hot dog eating champ Joey Chestnut barred from competing in this year’s contest
Music: Endless Inspiration (Vibe Street Mix)
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Eat For The Planet with Nil Zacharias
Eat For The Planet features conversations with food industry leaders, health and sustainability experts, as well as entrepreneurs and creative minds who are redefining the future of food.
