Californian plant-based meat company Alpha Foods has launched an unusual marketing campaign in collaboration with advertising agency Mischief. As part of the campaign the seed kits allow customers to grow the ingredients used in Alpha’s meat alternatives, including its chik’n nuggets, burritos, and pot pies, all of which can be grown and harvested at home.
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. …