Op Ed: Veronica Fil, Founder of Grounded Foods Co., On Convenience as Imperative
Veronica Fil is a former behavioural economist, who now specialises in marketing for the alternative protein industry. She is the co-founder of Grounded Foods Co. and author of Plant Based USA: a Guide to Eating Animal-Free in America. Convenience as the forgotten factor in plant-based adoption By Veronica Fil Given the monumental hype around plant-based proteins over the past few years, you might be wondering why demand for these products hasn’t yet reached the fever pitch we were all hoping for. What’s the hold-up? Why aren’t we achieving more widespread consumer adoption of plant-based products? As more people begin to understand and accept the health, environmental, and/or ethical need for this shift in global eating habits, the market for alternative proteins is still relatively small. …