Interviews

SIMPLi Founders with their products in front of a sprouts market

Image courtesy of SIMPLi
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SIMPLi: “Consumers Today Are Becoming More Aware of How Processed Foods Impact Their Health”

Founded in 2020, SIMPLi is redefining ethical sourcing and regenerative organic agriculture. At the heart of this fast-growing company is Sarela Herrada, a native Peruvian and Indigenous entrepreneur, who, alongside her husband Matt Cohen, built SIMPLi to challenge the status quo in the food industry. With a commitment to fair supply chains and nutrient-dense, traceable ingredients, the company has rapidly become a leader in regenerative organic foods—securing partnerships with major retailers and foodservice providers alike. At Natural Products Expo West 2025, we sat down with Herrada to discuss SIMPLi’s journey, its latest partnerships, and the future of regenerative agriculture in plant-based food. SIMPLi started with a strong mission to create a more transparent and ethical food system. What inspired you to take this path? Sarela …

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Johannes Schmid-Wiedersheim © Messe Frankfurt Exhibition GmbH
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IFFA: “Alternative Protein Solutions Have Grown Strongly at IFFA”

IFFA, the leading international trade fair for innovations in meat and alternative protein processing technology, will take place in Frankfurt from May 3 to 8, 2025. Under the motto “Rethinking Meat and Proteins,” the event will spotlight key future topics shaping the meat and protein industries. Showcasing the entire value chain—from processing and packaging to cutting-edge ingredients and emerging trends at the point of sale—IFFA 2025 will provide a comprehensive industry overview. The key topics for 2025 are maximum performance, value creation from data, sustainability in practice and new product worlds. Johannes Schmid-Wiedersheim is Director of IFFA and Texcare International. He has worked in the trade fair industry for over 20 years and has been with Messe Frankfurt since 2012. In addition to his responsibilities …

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Image: Monica Bordin on LinkedIn

Violife: “As Category Leaders, We Have a Responsibility to Push the Entire Industry Forward and Set a New Standard”

As a leader in the plant-based cheese category, Violife is on a mission to redefine dairy-free indulgence. Known for its creamy textures and bold flavors, the brand continues to push the boundaries of what’s possible in plant-based dairy, ensuring that consumers never have to compromise on taste, texture, or nourishment. At Natural Products Expo West 2025, vegconomist sat down with Monica Bordin, Head of North America Commercial Operations at Violife, to discuss the brand’s latest innovations, how consumer expectations are evolving, and why clean-label ingredients and nourishment will define the future of plant-based dairy. Let’s start with your latest campaign. Can you tell us about ‘Creamy Confessions’ and how it connects with consumers?Absolutely! Violife has always been a brand that challenges norms and embraces bold, …

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Rosie Bambaji HAPPIEE!

Rosie Bambaji © HAPPIEE!

HAPPIEE!: “Plant-Based Seafood Has the Potential To Drive the Next Wave of Transformation”

HAPPIEE! is a Singapore-based company specializing in plant-based seafood alternatives, including shrimp and squid. Since entering the UK market in 2023, it has secured listings in major retailers and is working to expand consumer awareness of plant-based seafood. Rosie Bambaji, Marketing Lead at HAPPIEE!, has over a decade of experience in food retail, including roles at Tesco and Sainsbury’s. Her expertise in category management and brand growth has been instrumental in securing national retail listings and increasing consumer awareness of plant-based seafood. In this interview, Bambaji discusses HAPPIEE’s market positioning, the challenges of consumer adoption, key trends in plant-based seafood, and the brand’s strategy for continued growth. To start, can you tell us about HAPPIEE! and what makes the brand unique in the plant-based seafood …

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Matthias Krön © The New Originals Company

New Originals Company: “We Recognized Early on That Tofu Will Be a Key Pillar of Our Future Diet”

The New Originals Company, headquartered in Vienna, was founded in February 2024 by the Lunter family – tofu pioneers since 1991 – NLT Management Holding and Raiffeisenbank Landesbank Oberösterreich, an experienced investor in the food industry, and already employs over 600 people in six European countries. The New Originals Company focuses on the development of innovative tofu products that meet modern nutritional requirements. With already five brands, all of which stand for innovative, high-quality tofu products and plant-based foods, the company aims to expand further in the rapidly growing European market for natural plant-based foods. Regional roots and comprehensive traceability of raw materials along the entire supply chain remain an important part of the mission. Matthias Krön, CEO of the New Originals Company, gives us …

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Matthias Balz INTERNORGA

Matthias Balz © INTERNORGA

INTERNORGA: “The Growing Demand for Sustainable Alternatives Is Significantly Shaping the Global Gastronomy Market”

For over a century, INTERNORGA has been the go-to event for hospitality professionals, offering a comprehensive overview of market developments, cutting-edge solutions and future trends. It is the ultimate meeting point where industry leaders, innovative start-ups, and top decision-makers come together to shape the future of foodservice and hospitality.  The event, which draws over 80,000 visitors and 1,200 exhibitors from more than 30 countries, has become a vital hub for hospitality professionals seeking to tap into global trends, discover the latest innovations, and expand their international network. With its new theme, ‘Where trends take off,’ INTERNORGA takes place from 14 to 18 March 2025 in Hamburg, Germany. Matthias Balz has been instrumental in shaping the successful development of INTERNORGA – the leading international trade fair …

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Riku and Anna Väänänen

Riku and Anna Väänänen - Image supplied

Riku Väänänen: “It’s About Creating a System Where Every Stage of Production Respects Both Nature and Animal Welfare”

Riku and Anna Väänänen are a Finnish couple who left their corporate careers in Switzerland to pursue their passion for winemaking in the renowned Côtes de Bourg region of Bordeaux. Since 2016, they have been producing high-quality vegan and organic wines at Château Puybarbe, earning consistent praise from top wine critics, with all their wines scoring over 90 points from Decanter, Wine Enthusiast, and other respected reviewers. Their portfolio includes four distinct red wines and a celebrated rosé, Annabel. In this exclusive interview, Riku Väänänen shares his remarkable journey from the corporate world to sustainable viticulture. He discusses his dedication to soil regeneration, organic farming, and vegan winemaking, explaining why he chose to certify Château Puybarbe under the Biocyclic Vegan Standard. Riku also highlights the …

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Portrait of Jukka Kajan

Jukka Kajan, Executive Director of Plant Based Food Finland, Image supplied.

Plant Based Food Finland: “We Seek to Create a More Level Playing Field With Traditional Food Products”

Jukka Kajan is the Executive Director of Plant Based Food Finland. In his current role, he leverages his extensive network and industry expertise, gained from a career in stakeholder relations and public affairs for food companies, as well as consulting on the dynamics of the plant-based food value chain. He is driven by the impact that plant-based foods and novel foodtech can have in building a more sustainable future. We spoke with Jukka Kajan about the organization’s mission to support and accelerate the growth of the plant-based food sector in Finland. In this interview, he shares insights into the country’s thriving plant-based industry, key market trends, and the challenges shaping its future. We also discuss Finland’s role as a leader in oat-based innovation, the policy changes …

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Marta Kusnierz

Marta Kusnierz, Regional Marketing Manager for Plant Attitude at Givaudan © Givaudan

Givaudan: “We Look at Products Holistically to Ensure a Well-Rounded Food Experience That Consumers Will Love”

Headquartered in Switzerland with a presence in over 145 locations worldwide, Givaudan has more than 250 years of history creating scents and tastes. Positioned as the co-creation partner of choice for its customers, Givaudan Taste & Wellbeing works to develop food experiences that do good and feel good, for body, mind and planet. The co-creation approach has been a key component to the company’s success in addressing the evolving needs of both customers and consumers. Marta Kusnierz is Regional Marketing Manager for Plant Attitude at Givaudan where her main mission is to stay ahead of new food trends and their impact on Givaudan customers. She regularly works to identify gaps and looks for new opportunities in plant-based space. What are the biggest challenges you’re solving …

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Alicia Humpert ADM

Alicia Humpert © ADM

ADM: “More Consumers Understand Protein Consumption Is Not an All-Or-Nothing Approach”

Archer Daniels Midland (ADM) is a global leader in nutrition and agricultural processing. With an extensive portfolio of plant proteins—including soy, pea, wheat, and emerging sources like algae and chickpea—the company is dedicated to driving advancements in taste, texture, and nutritional quality to meet shifting consumer demands. In this interview, we speak with Alicia Humpert, Director, Protein Marketing, EMEA, ADM, whose extensive experience in consumer and product strategy has positioned her as a leader in the evolving protein landscape. ith over a decade in brand management and product development, she brings a deep understanding of global markets, consumer behavior, and innovation in alternative proteins. We discuss key trends from 2024, including the rise of blended and hybrid protein solutions, which are gaining traction among flexitarian …

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Portrait of Meurens' Tim Van De Gehuchte

Tim Van De Gehuchte © Meurens Natural

Meurens Natural: “We Tailor Solutions to Bring Ingenious Plant-Based Ideas to Life”

Meurens Natural specializes in cereal-based syrups, proteins, and extracts—primarily derived from oats, millet, and rice. These ingredients are manufactured using enzymatic hydrolysis, which retains maximum nutrients and avoids refining. The company emphasizes local and European agriculture and produces mainly organic products. We spoke with Tim Van de Gehuchte, International Sales & Marketing Manager at Meurens Natural, about their innovative plant-based ingredients, including low-sugar syrups, oat proteins, and vegan chocolate solutions. This interview offers insights into how they support brands in creating sustainable, health-conscious products while addressing key market trends. Can you provide an overview of Meurens Natural core products and how they contribute to the quality of plant-based products? Our syrups are manufactured by enzymatic hydrolysis and are not refined. This process mimics what happens naturally …

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Meatly CEO Owen Ensor

Owen Ensor. © Meatly

Meatly: “As the Number of Cultivated Meat Companies Proliferates, We Hope to Set the Standard for the Industry”

Meatly is a cultivated meat company which became the first in Europe to receive regulatory approval after gaining clearance to sell cultivated chicken for pet food in the UK last year. The company achieved this milestone with a team of ten after raising just £3.5 million. Meatly also recently became the first company to be certified under C-Label, a new trademark for cultivated food products launched by V-Label. The certification aims to help consumers understand the production process behind cultivated meat, while enhancing trust and acceptance of cultivated products. Owen Ensor is the CEO of Meatly; previously, he was a Bain consultant and ran an insect protein facility. We spoke to him to find out more about the company’s partnership with C-Label. As the first …

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MMarin Headshot

Meredith Marin, Co-founder of Vegan Hospitality © Vegan Hospitality

Vegan Hospitality: “Our Mission Is To Create Scalable Solutions That Make Vegan Dining Accessible and Desirable For All”

We sat down with Meredith Marin, Co-founder of Vegan Hospitality, to discuss the organization’s journey, impact, and future plans. In this insightful conversation, she shares how Vegan Hospitality has evolved over the past five years, why it recently transitioned into a non-profit, and how it is working with businesses worldwide to create a more vegan-friendly hospitality industry. Can you introduce Vegan Hospitality and share its core mission and values? Vegan Hospitality is a U.S. based nonprofit with global food systems impact. We represent the world’s largest network of professional vegan hospitality consultants. Our leadership team, along with our network of independent consultants, empowers businesses in the hospitality industry to implement strategies that reduce food-related emissions and increase inclusivity for vegan and plant-forward guests. Our mission is to create scalable solutions …

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Hana Hrstková

Hana Hrstková © Biocyclic Vegan International

Hana Hrstková: “A Biocyclic Vegan Approach Is Not Just an Option—It’s a Necessity”

Hana Hrstková is a Prague-based resilient food system & vegan gastronomy strategist, dedicated to reshaping the food system to support both human health and environmental sustainability. With over a decade of experience in plant-based nutrition, she integrates principles of organic farming, zero-waste management, and biocyclic vegan agriculture—an approach that eliminates all animal-derived inputs while regenerating soil health. For Hrstková, the connection between soil, the environment, and human well-being is fundamental to the future of food. At the upcoming Biofach trade fair, she will once again take the stage to showcase how plant-based culinary innovation, paired with biocyclic vegan ingredients, can drive a more sustainable and ethical food system. In this interview with vegconomist, Hrstková shares her insights on the future of sustainable gastronomy and why …

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Renato Pichler of V-Label/C-Label

Renato Pichler. © V-Label

C-Label: “We Stand at a Political Tipping Point and It Is Crucial That Cultivated Meat Receives Approval”

V-Label was founded 29 years ago and is now one of the world’s best-recognized vegan and vegetarian trademarks. It supports more than 35 NGOs worldwide and certifies over 70,000 products from 4,800+ licensees. Recently, V-Label launched C-Label, a new trademark for cultivated products. It is said to be the first independent authority to certify cultivated food producers around the globe. Renato Pichler is the CEO of Swissveg, the founder of V-Label GmbH, and a board member of ProVeg and the European Vegetarian Union. He has been working full-time to spread veganism and vegetarianism since 1993. We spoke to him to find out more about the new C-Label certification. Why is it essential for cultivated meat to have a dedicated certification like C-Label? Cultivated meat is …

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Kevin Lemeilleur cargill

© Kevin Lemeilleur

Cargill: “The World Needs More Protein That Is Grown Sustainably To Keep Pace With Global Population Growth”

Cargill, a global leader in food and agriculture, offers a broad portfolio of plant-based proteins, fibers, texturizers, oils, and fats, while also investing in companies developing sustainable food solutions. As part of these efforts, the company collaborates with startups like ENOUGH to address the growing demand for scalable and sustainable protein options. We spoke with Kevin Lemeilleur, global managing director of meat & dairy alternatives at Cargill, about the company’s partnership with ENOUGH, its innovations in plant-based dairy, emerging market trends, and its plans for 2025 and beyond. At FiE, Cargill showcased prototypes made with mycoprotein developed in partnership with ENOUGH. Could you elaborate on this collaboration and the advantages of using this mycoprotein? As global food production and agriculture evolve, we need innovative solutions …

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Portrait, Passfoto, Iris Dahlem

Iris Dahlem Image courtesy Wacker

WACKER BIOSOLUTIONS: “We’re Making Cultivated Meat Cost-Effective and Scalable, Bringing It Closer to Supermarket Shelves”

WACKER BIOSOLUTIONS is playing a pivotal role in advancing cultivated meat and seafood production through innovative biotech solutions. Leading this effort is Iris Maria Dahlem, Innovation Manager and head of the Cultivated Meat project, which focuses on developing key components for the industry. With a background in nutritional science and extensive experience in the food sector, Dahlem has been working for the past two years on solutions to address challenges such as scalability, cost-efficiency, and quality. In this interview, she shares insights into WACKER’s contributions to the cultivated meat space, the industry’s push toward price parity, and the importance of successful partnerships. Wacker is renowned for its expertise in biotechnology and chemical innovations. How are Wacker’s solutions specifically supporting the development of cultivated meat production? …

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Founder Selin Arslan on stage

Selin Arslan © Farmhood

Selin Arslan: “We Transform Food By-Products Into High-Value Plant-Based Protein Ingredients”

As the global food system faces mounting challenges from climate change, resource scarcity, and food waste, innovative startups like Farmhood are stepping up to lead the way toward a more sustainable future. Founded by Selin Arslan, an industrial engineer turned sustainability advocate, Farmhood is a food-tech startup on a mission to tackle food waste through cutting-edge, sustainable innovation. With a background in supply chain consulting at firms like EY and a current MSc. focus in Sustainable Food and Agricultural Systems, Selin combines technical expertise with a passion for creating lasting impact in the food industry. In this interview, Selin shares Farmhood’s journey from concept to reality, including the development of a pilot production facility and the company’s early success, achieving over €30,000 in revenue. We …

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Godo Röben

Image supplied

Godo Röben: “In Any Other Industry, the Champagne Corks Would Pop With These Figures”

Hardly anyone knows the plant-based industry in Germany as well as Godo Röben. With his impressive experience – from his work as a member of the supervisory board at Bauer to his advisory and advisory board mandates at REWE, LIDL, IFF/Billie Green, Vutter Tiernahrung, Evo4Foods, Project Eaden and Follow Food to his role as a board member at BALPro—he is playing a key role in shaping the future of plant-based foods. As the former managing director of Rügenwalder Mühle, he put the brand on the road to success in the veggie segment, for which SPIEGEL named him the ‘King of Veggie Sausages’ in 2023. In this interview, Röben reveals his personal highlights of the past year, which political decisions are now urgently needed and which …

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Isabella Righini and Luuk Graamans

Isabella Righini and Luuk Graamans © Wageningen University & Research

Wageningen Research: Assessing the Role of Vertical Farming in Accelerating the Global Protein Transition

In this interview, we discuss with Isabella Righini and Luuk Graamans, researchers in Greenhouse Horticulture at Wageningen University & Research, the role of vertical farming in advancing the global protein transition. Graamans and Righini shed light on promising technological advancements that may soon allow precise control of protein levels in crops. This forward-looking conversation unveils how vertical farming could support protein production to meet future global demands sustainably. You investigated the production of protein-rich crops in your Vertical Farm. Why is it important to prioritize protein-rich crops? Consumers are focusing evermore on new sources of protein, to transition away from meat and dairy consumption. Key motivators for this transition are the diversification of diet and the reduction of the environmental impact associated with food production. …

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