#181 – Plant-Based Brands: High on Purpose, Low on Vibes

If vibes can play a big role in the 2024 U.S. Presidential Elections, shouldn't we examine their role in food choices? This episode discusses why the plant-based food industry's focus on branding plant-based meat by emphasizing environmental and health benefits has failed to resonate with a consumers. A more effective branding strategy for alternative protein involves focusing on the "vibes"—the emotional and cultural context associated with food—rather than just facts and figures, aiming to make plant-based options feel more appealing and culturally relevant to diverse consumer groups. Companies mentioned in this episode: Plantega Beyond Meat – “Serve Love” Campaign / Beyond Meat (BYND) Q2 2024 Earnings Call Transcript Impossible Foods – Recipe for Disaster: Impossible Foods CEO Says Plant-Based Meat Marketing's 'Wokeness' Hurt the Category / Hot dog eating champ Joey Chestnut barred from competing in this year’s contest Learn more about your ad choices. Visit megaphone.fm/adchoices