The Business of Alt Protein: Messaging to drive consumer adoption of plant-based foods

To accelerate consumer adoption of plant-based foods, clear, compelling communication is essential. Today, many consumers say they are unfamiliar with these products and lack strong reasons to choose them. Join CEO of People for Better Food, Emilie Fitch, and GFI’s Associate Director of Market Insights, Jody Kirchner, to explore new research on the messaging strategies that effectively resonate with consumers to increase consideration of plant-based meat — many of which are applicable across other plant-based categories. The session will also cover practical guidelines for crafting compelling communications and insights for effective consumer targeting.