A new initiative spearheaded by the Plant Based Foods Association [PBFA] aims to get more plant-based foods on supermarket shelves.
The PBFA, a trade association that represents 90 of the US's leading plant-food brands, engages in policy advocacy and outreach to promote the growing sector of plant-based foods. It was launched in March 2016.
It has now has launched an affiliated organization called the PBFA Research and Education Fund, a new non-profit group that will conduct outreach to retailers to expand shelf space for plant-based foods, as well as help food service directors offer more plant-based options.
The board members include figures from some of the sector's leading brands, including Jaime Athos, CEO of The Tofurky Company, and Martin Kruger, COO of Follow Your Heart. Michele Simon, executive director of the Plant Based Foods Association, will also lead the new organization.
Joining them is Julie Mann, global protein program manager at Ingredion Incorporated. “Given my background in plant-based proteins, I am genuinely passionate to contribute my expertise to further the plant-based foods movement,” said Ms. Mann.
Simon says: "It’s an exciting time for the plant-based foods industry. This new initiative will allow us to apply best practices to support this growing sector and reach more consumers.”
The group aims to undertake research to uncover shopper motivations as well as look at the most effective ways to market plant-based foods.
"Because the new organization is organized as a non-profit, we can receive donations and grants from foundations, individuals, and others seeking to support the plant-based movement in an innovative way to help grow the market," Simon added.