Plant Based Foods Association (PBFA)

Plant Based Foods Association

© Plant Based Foods Association
Society

Sodexo and PBFA Conclude Nationwide Plant-Based Sampling Tour Across US College Campuses

The Plant Based Foods Association (PBFA) partnered with Sodexo Campus to host a nationwide event during Earth Week (April 17–22, 2025), bringing plant-based food offerings to eight university campuses. The event provided students with an opportunity to sample a variety of plant-based foods from notable brands including Impossible Foods, JUST Egg, Violife, MorningStar Farms, and Gardein. Over 1,500 students participated in the event, which aimed to raise awareness of sustainable and flavorful plant-based dining options available to college students. This activation aligns with Sodexo’s commitment to integrating more plant-based meals into its campus dining services. The company has publicly committed to ensuring that 33% of its menu offerings are plant-based by the end of 2025. The Earth Week event was seen as a step toward …

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Plant Based Foods Association May Cause

© Plant Based Foods Association (PBFA)
Charity & Campaigns

Largest-Ever Collaboration of Plant-Based Powerhouse Brands Unites in Landmark Campaign to Drive Consumer Awareness

The Plant Based Foods Association (PBFA) has partnered with advertising agency AKQA Bloom to launch the “May Cause” campaign, a landmark initiative that unites leading plant-based giants such as NotCo, Impossible Foods, Beyond Meat, and many more. This represents the largest-ever cross-category collaboration of plant-based brands, all working to promote the benefits of a plant-based diet, says the PBFA. Launched during New York City’s Climate Week, the campaign represents a pivotal moment for the industry, shifting the focus from competition to collaboration in order to drive wider consumer adoption of plant-based products. CEO Rachel Dreskin enthused about the initiative, “This campaign marks a key moment for our industry. By coming together, for the very first time, as a diverse coalition of brands across 20+ plant-based …

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Dig Insights report
Market & Trends

Report Reveals How Brands Can Capitalize on Plant-Based Protein Trends in 2024

The Plant Based Foods Association (PBFA) and The Good Food Institute (GFI) recently conducted a comprehensive survey to examine consumer attitudes and behaviors toward plant-based proteins. The survey, which included 1,500 Americans aged 18-65, was carried out in late 2023. The results, compiled into a detailed report by Dig Insights, provide valuable insights into the current landscape, health perceptions, and barriers within the plant-based protein market. Current Landscape According to market analysts, the plant-based protein market has experienced consistent YOY growth and is projected to continue at a CAGR of 8.6% until 2034. Despite this, many consumers remain unfamiliar with plant-based proteins, suggesting a large potential market waiting to be tapped. While veganism initially boosted the popularity of plant-based diets, non-vegan consumers now incorporate plant-based …

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Agriculture / Agribusiness

PBFA Submits Recommendations to USDA on Strengthening Specialty Crops

The Plant Based Foods Association (PBFA) and the Plant Based Foods Institute (PBFI) have recently submitted comments in response to the USDA’s request for information on the Specialty Crops Competitiveness Initiative (SCCI). This initiative aims to strengthen the agricultural production of key ingredients for plant-based foods, reflecting the USDA’s increased efforts to support the specialty crops sector and improve the competitiveness of its products. Objectives of the SCCI The SCCI is designed to enhance research, market development, and support for farmers in the specialty crops industry, which includes most fruit, nut, and vegetable crops, as well as pulses like dry peas, beans, lentils, and chickpeas. The initiative focuses on administrative improvements to maximize the impact of existing Farm Bill programs, addressing challenges related to climate …

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©Flower Burger
Market & Trends

E-Commerce Outpaces Retail in Plant-Based Food Sales, Reaching $394M in 2023, Reveals State of the Marketplace Report

The latest State of the Marketplace report by the Plant Based Foods Association unveils new data on e-commerce sales and highlights emerging trends in foodservice, alongside retail and consumer insights. The report includes perspectives from key industry leaders at Sodexo, Whole Foods Market, and Earth Fare, discussing their strategies for expanding their plant-based food offerings, which serve as a key resource for informing stakeholders in the plant-based food industry. Sales growth across platforms The report reveals a substantial increase in e-commerce sales of plant-based foods, which reached $394 million in 2023, a growth of 16.4% over three years. This trend is significant compared to the slower growth rates in traditional retail, where plant-based food sales accumulated to $8.1 billion. Despite economic hurdles, the segment has …

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Retail & E-Commerce

PBFA Paper Highlights Crucial Role of Transparent Labeling, Vegan Certification and Nudging in US Retail

Research by the Plant Based Foods Association (PBFA) has found that 70% of those surveyed are aware of the organization’s Certified Plant-Based seal. In the white paper, the PBFA also notes that 76% of shoppers believe transparency around ingredients and production methods is important. Furthermore, a huge 98% of consumers notice certifications when shopping, while 74% trust products more if they have a certified seal. The Certified Plant Based seal provides an authoritative definition of the term “plant-based”, which had previously remained ambiguous. Products marked with the seal are confirmed to be made with plants, fungi, and/or algae, and are entirely free of animal ingredients. The PBFA finds that plant-based certification acts as a nudge, a simple intervention that encourages consumers to purchase a product. …

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Rachel Dreskin, CEO of PBFA

Rachel Dreskin ©PBFA
Interviews

PBFA: “The Plant-Based Foods Industry Represents an Opportunity to Re-Envision How We Feed the World”

The Plant Based Foods Association (PBFA) is a pivotal organization in the plant-based food industry, founded with the mission to promote the expansion and acceptance of plant-based foods. Established in the United States, PBFA advocates for its members, which include plant-based food companies and affiliate organizations. Its primary goals are to improve conditions for plant-based food companies by working on policy initiatives, promoting plant-based products, and addressing regulatory issues that could impact the industry. PBFA also focuses on engagement with retailers and foodservice providers to enhance the distribution and availability of plant-based products, aiming to make them more accessible to consumers. This involves educational efforts and collaborations to improve the understanding of the benefits and potentials of plant-based diets. Rachel Dreskin, CEO of the PBFA …

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Congress Alternative Protein Research

Photo by Alejandro Barba on Unsplash

Politics & Law

US Congressional Coalition Calls on President Biden to Increase Plant-Based Food Options in Federal Facilities

55 members of the US Congress have collectively urged President Joe Biden to expand the availability of plant-based food options within federal facilities across the nation. Initiated on March 14, 2024, by Representative Jamie Raskin (D-MD), this letter underscores the dual benefits of adopting plant-based diets: significantly reducing the federal government’s carbon footprint and enhancing the nutritional health of Americans. The letter reads, “Our federal government spends billions of dollars on food procurement each year and can play an important role in empowering and providing consumers with healthy food offerings. Today, we write to encourage your administration to work with federal agencies to make a plant-based option available everywhere our federal government serves a meal—from museums to national parks, and federal agency cafeterias to military …

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Plant Based Foods Association

© Plant Based Foods Association
Politics & Law

PBFA Challenges FAIR Labels Act, Announces Retail Advisory Council

In a direct response to the introduction of the Fair and Accurate Ingredient Representation on Labels Act of 2024 (FAIR Labels Act) to US Congress earlier this month, the Plant-Based Foods Association (PBFA) is voicing its opposition, arguing that the act will unfairly target the growing plant-based food industry. This proposed legislation, which is backed by the National Cattlemen’s Beef Association (NCBA), seeks to mandate that plant-based and lab-grown meat products be labeled as “imitation,” a move aimed at eliminating what supporters call “deceptive labeling practices.” In defense of the act, NCBA President Todd Wilkinson stated in a press release, “We’re not afraid of a little competition, but it is unfair for lab-grown or plant-based fake meat products to trade on beef’s good name.”  Disappointment …

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A tray with vegan steak skewers

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Food Service

Report: US Purchasers of Plant-Based Meat Spend $400 More and Visit Restaurants 30X More Than Average Consumer

Among several key highlights, a new GFI report on the performance of plant-based proteins in US foodservice in 2022 shows that consumers who purchase plant-based meat spend approximately $400 more than the average consumer and make over 30 more visits to cafes and restaurants.  According to the report, these engaged foodservice customers are vegans, vegetarians, flexitarians, and meat-eaters looking to replicate the animal-meat experience with sustainable options. The report says that younger (18-24) male and Black, Hispanic, and Asian consumers are more likely to purchase plant-based meat in restaurants than the average consumer, mirroring customer segmentation trends in retail. Besides plant-based meat; plant-based chicken, pork, and seafood sales have experienced significant growth since 2019 and continue to capture larger shares of the overall plant-based protein …

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Oshi plant-based whole cut salmon

Oshi © Noam Preisman
Studies & Numbers

PBFA Publishes State of the Marketplace Retail Report Demonstrating “Solid Resilience” of Plant-Based Categories

The most recent US retail sales data by the Plant-Based Foods Association (PBFA) shows that the plant-based food industry is primarily driven by the increasing demand for plant-based meat and milk products. However, other categories make up 47% of the total plant-based sales, indicating that consumer interest extends beyond just alternatives for meat and milk and is actively contributing to the industry’s overall growth. According to the PBFA, plant-based food dollar sales increased by 6.6% to reach $8 billion in 2022, while animal-based and total food and beverage sales decreased by 3%. These figures show that the plant-based industry has remained strong even during the latest economic crisis. Moreover, the PBFA highlights that over the past three years, plant-based foods have experienced rapid expansion, with a compound …

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Company News

Quorn Joins PBFA UK to Fight Plant-Based Labelling Restrictions

Meat alternatives brand Quorn has become a member of the UK’s Plant-Based Food Alliance (PBFA), joining other players such as Alpro, Oatly, and Upfield. It comes as the PBFA works to prevent the adoption of new draft trading standards guidance, which would prevent plant-based products from using dairy-like descriptor terms such as “m*lk”, “alternative to cheese”, or “yogurt-style”. “We have been fighting the proposed guidance to restrict plant-based labelling for over a year now and we will continue to do so, because we believe that the Government should be doing all it can to promote the sector rather than hinder it,” said Marisa Heath, PBFA CEO. Food security Quorn was originally founded to provide food security; scientists recognised as far back as the 1960s that …

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Hemp-based meat burger with cheese

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Market & Trends

70% of US Population is Now Consuming Plant-Based Foods

Despite inflation, US consumer demand for plant-based foods remained strong in 2022, according to a newly released report, The Plant Based Foods State of the Marketplace. The report found the number of Americans consuming plant-based foods increased to 70%, while several categories, including plant-based creamers and eggs, saw markedly strong growth last year.  Compiled by the Plant Based Foods Association (PBFA) and GFI using data from SPINS, the report shows that plant-based food dollar sales grew 6.6% in 2022 to $8 billion. According to PBFA, consumer research demonstrates that, despite challenges of scaling, lack of subsidies, and shrinking retail space, US demand for plant-based foods remains strong and is growing. Research reveals 70% of the total US population is consuming plant-based foods, an increase from …

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Silk Launches NextMilk Dairy Lovers

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Politics & Law

FDA’s Draft Guidance on Plant-Based Milk Labelling: Experts Respond

Yesterday, the US Food and Drug Administration (FDA) released draft guidance on plant-based milk labelling. The guidance, which is not legally binding, affirms that plant-based products can use the word “milk” on their packaging. The decision has been made based on FDA research which found that consumers are not confused by this usage, with most preferring the term “milk” over others such as “drink” or “beverage”. However, the FDA notes that plant-based milks do not contain the same balance of nutrients as cows’ milk, and suggests that manufacturers should make this clear on packaging with statements such as “50% more calcium than milk” or “Contains a lower amount of potassium than milk”. The document has already proven controversial; some commenters have welcomed the recognition that …

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Kroger/ PFBA Plant-Based Meat in Store

© Plant-Based Foods Association
Society

New PBFI/Kroger Report Shows Health Remains Top Purchase Driver for Plant-Based Foods

A new report by the Plant-Based Foods Institute and Kroger shows health concerns remain US consumers’ top motivator for purchasing plant-based products. Among other insights, the report also reveals sales of plant-based foods are beginning to slowly displace the purchase of animal products. According to survey data, 54% of consumers said health is their primary reason for purchasing plant-based products, while 49% believe plant-based alternatives are healthier, and 39% like the taste or flavor of plant-based foods. Just over one quarter, or 26%, cited animal welfare as their top motivation, while 23% named environmental concerns.  “What is unique about this research, in terms of health, is that we learned specifically that consumers associate chronic illness with animal-based foods versus simply improving their overall health,” Julie …

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PBFA Logo

©Plant Based Foods Association
Politics & Law

PBFA Launches New Institute to Drive Transition to Plant-Based Food System

The Plant Based Foods Association (PBFA) announces the launch of a sister non-profit, The Plant Based Foods Institute (PBFI.) Led by food systems experts and industry pioneers, the Institute aims to drive transition to a plant-based food system by advancing key business and policy initiatives.  While the PBFA works to expand access to plant-based foods in the marketplace, PBFI’s goal is to cultivate solutions that shift government policies, agricultural practices, and demand toward a regenerative plant-based food system. To accomplish this, the organization will work with stakeholders to identify and implement effective strategies and approaches. Its board members include: Rachel Dreskin, CEO, PBFI and PBFA Jaime Athos, CEO, The Tofurky Company Matt Dunaj, CFO & VP of Operations, Follow Your Heart Tyler Whitely, Director, Transfarmation …

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Shaunagh_Duncan, Oatly UK

Shaunagh Duncan, Head of Sustainability ©Oatly UK
Interviews

Oatly: “It is Absolutely Achievable for the UK to Significantly Reduce its Consumption of Animal Products”

Shaunagh Duncan, Head of Sustainability at Oatly UK and Marisa Heath, Chief Executive, Plant-Based Food Alliance UK, spent some time discussing their insights into sustainability, the UK’s food strategy, the school milk campaign, and driving the systemic shift towards plant-based in order to avoid climate disaster. What is your opinion on the recent UK government’s food strategy? Shaunagh Duncan: It is incredibly disappointing that the Government’s food strategy lacked any mention of plant-based products and made no recommendations around the reduction of dairy and meat consumption. We had hoped to hear new plans for all school children to be given access to a vegan school meal option, but this was also not included.  Food production is responsible for a third of global GHG emissions – …

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Cheese Alternatives

US Plant-Based Sales Smash $7.4Bn as Conventional Dairy & Egg Industries Decline

Despite the economic hardships of the global pandemic, supply chain issues, and inflation, new data has revealed the unstoppable growth of the plant-based industry in the US. Retail sales of plant-based foods grew 6.2% in 2021 bringing the total plant-based market value to a record high of $7.4 billion. According to market research by the Plant Based Foods Association, The Good Food Institute, and SPINS, plant-based food retail sales grew three times faster than total food retail sales, with most plant-based categories outpacing their conventional counterparts. Innovation and variety in plant-based meat, egg, and dairy alternatives drive growth as consumers continue to turn to vegan products.  Plant-based dairy According to the report, plant-based milk dollar sales grew 4% to reach $2.6 billion, while conventional dairy …

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Marisa Heath - PBFA UK

CEO Marisa Heath ©Plant Based Food Alliance UK

Charity & Campaigns

Marisa Heath, CEO of Plant-based Food Alliance UK

The Plant-based Food Alliance UK was created to act as a voice for Britain’s growing plant-based food and drink sector. Founded by Oatly, Alpro, The Vegan Society, Upfield and ProVeg UK, we are a coalition of civil society groups and businesses with a collective aim of making the UK a global leader in plant-based food and drink. Food systems account for one-third of greenhouse gas emissions globally and plant-based foods are a hugely impactful way of ensuring our food choices are sustainable in the future. “A shift towards plant-based will be vital in achieving the Government’s net zero target by 2050” A shift towards plant-based will be vital in achieving the Government’s net zero target by 2050. We are seeing people introducing more plant-based meals …

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Studies & Numbers

Growth in US Sales of Plant-Based Products is Surpassing Growth in Animal Products at a Staggering Rate

New data released today by the Plant Based Foods Association and The Good Food Institute reveals that US sales of plant-based meat, dairy, and eggs have outpaced sales of animal products for the third year running, with over 40% consuming non-dairy milk and one in six US households consuming plant-based meat. Plant-based cheese grew by 42% – almost twice the rate of dairy cheese, while plant-based eggs grew 168%, almost 10 times the rate of poultry eggs.

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