“First, I think you have to understand the goals of the individual before you start assigning what products will work for them and what products should be on the market.” ~ Elysabeth Alfano

Elysabeth Alfano, David Benzaquen and Irina Gerry are no strangers to the plant-based space. Their collective experience spans from hosting a plant-based business podcast to investment and advising to marketing roles at some of the most well-known plant-based companies.

And they have a ton of insight into how brands can position their products and attract consumers in today’s growing plant-based market. With sub-niches spanning from cultivated meat to unprocessed plant foods, there’s plenty of room for innovation.

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One of the biggest areas of opportunity for brands? Fresh and minimally-processed produce.

With whole food plant based becoming its own category, it’s more important than ever for brands to understand who they’re marketing to, what those consumers need and the best ways to deliver it through products and messaging.

Episode highlights

• The broad spectrum of plant-based food and consumers’ perceptions of health
• How brands play a role in plant-based diets—including encouraging consumers to eat more produce
• Getting super specific with marketing to position plant-based products in ways that reach unique market subsets
• Defining and positioning animal-free, plant-based and whole food plant-based products
• Recognizing and overcoming barriers to people incorporating whole plant foods into their diets
• Using branding and marketing campaigns to help consumers understand how to choose, use and prepare whole plant foods

About David, Elysabeth and Irina

David Benzaquen is one of the world’s leading experts in the plant-based food industry. He invests in and advises plant-based and alternative protein food disruptors through his firm Mission: Plant. He is also the co-founder of consumer insights firm Moonshot Collaborative and plant-based ecommerce grocery store, PlantBelly.com. LinkedIn: https://www.linkedin.com/in/davidbenzaquen/

Elysabeth Alfano is the CEO of VegTech Invest, the founder of Plant Powered Consulting and the host of the Plantbased Business Hour. A respected thought leader and international speaker on trends in plant-based business, Elysabeth speaks globally on the state of the industry, including recently at the United Nations. LinkedIn: https://www.linkedin.com/in/elysabeth-alfano-8b370b7/

Irina Gerry is a Chief Marketing Officer at Change Foods, a precision fermentation food tech startup, creating animal-free dairy products. Irina has over a decade of experience in consumer marketing space, including 5 years working on two of the best-known plant-based food and beverage brands, Silk and So Delicious. LinkedIn: https://www.linkedin.com/in/irinagerry/