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Industry NewsEducational event highlights how to build plant-based brands

Educational event highlights how to build plant-based brands


Plant-Based Foods of Canada (PBFC) held the latest installment of its educational program, “PLANT EMPowered,” which focused on how plant-based businesses can grow their brands.

PBFC launched the program last spring to provide an opportunity for established and emerging companies and start-ups to learn from each other.

The March event “Route to Market” was a virtual roundtable that featured industry veterans who shared their stories about building brands.

The panel included Anthony Morello, CEO Zoglo’s Incredible Food Corp, Melinda Zoccoli, VP of marketing and supplier services UNFI, Charles Buhagiar, category manager, health and wellness OTC Metro, Carla Gustafson, planning and operations, Ulivit, and Jim Kavanagh, president and founder of BrandSeed Marketing Inc. Michael Lines, president and CEO of Simply Protein (Wellness Natural Inc.) and chair of the PBFC PLANT EMPowered committee, facilitated the session.

Whether it was a business looking to scale or a large multinational, the session provided actionable insights for everyone. The group discussed the importance of “fit” when working with partners, getting your brand story and strategy correct, being clear about what is unique about your product, looking at the category as a whole and being able to pivot when necessary.

“Once again, I’m so impressed by the contributions and experience of our panel,” says Lines.  “Melinda in particular was talking about building ‘community’ with plant-based consumers. We also have amazing manufacturers, suppliers, and retailers that embody the sense of community.”

The next PLANT EMPowered session on April 28th will be about trade marketing.

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