Eat For The Planet with Nil Zacharias

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:

Music: Endless Inspiration (Vibe Street Mix)

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This episode features Liron Nimrodi, the Co-Founder and CEO of Zero Egg.

Animal friendly, sustainable, and a healthier alternative, Zero Egg is the plant-based egg for everyone. Zero Egg’s products are 100% plant-based, gluten-free, non-GMO, low in calories and fat, have zero cholesterol and are cleaner in terms of ingredient list (compared to other existing plant-based egg products) making them suitable for a range of dietary needs.

Founded in 2018, the company believes the plant-based egg should be an everyday choice and is on a mission to make plant-based food accessible to everyone. With a feather-light footprint, Zero Egg offers the taste and texture of an ordinary egg, has better-for-you attributes, and is easy on the planet. It is made of plant proteins including soy, potatoes, peas, and chickpeas. Manufacturing Zero Egg uses radically less land, water, and energy, and produces significantly less greenhouse gas emissions than eggs from hens. Zero Egg is determined to meet the growing demand for egg alternatives that taste, cook, and function like traditional eggs, specifically in foodservice and food manufacturing. In addition to the United States, Zero Egg is also distributed in Israel and Europe. The company received early accolades at launch, including Calcalist’s 2019 Food Innovation competition in Israel.

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The episode explores Nudge Theory, a behavioral economics concept used to guide better decisions through minor environmental changes. Plantega, a company making plant-based food accessible via a unique plant-based-deli-in-store model in New York City bodegas, employs Nudge Theory through strategic locations, appealing signage, choice architecture, simplification, sampling events, social proof, and incentives. By incorporating these tactics, Plantega has successfully launched across the city, encouraging thousands of consumers to choose plant-based options daily.

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This episode discusses the plant-based food industry's evolution and future prospects, following the Gartner Hype Cycle. Despite a disillusionment phase, consumer demand remains strong, with plant-based food sales growing in 2022. To ensure continued growth, we need to focus on three pillars: Innovation (addressing nutritional concerns and offering global flavors), Accessibility (emphasizing foodservice and prepared frozen meals), and Sustainability (commitment to sustainable sourcing and regenerative agriculture practices). Alongside these pillars, changing public perceptions and raising awareness of the health and environmental benefits of plant-based food is crucial for the industry's ongoing growth.

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Elena Devis is on a mission to make Deliveroo the go-to delivery platform for plant-based food. As the Head of the Vegan Category, she works cross functionally with the Commercial, Marketing, Product and Sustainability teams to make it easier for consumers to find, and confidently order, plant-based food anytime, anywhere. Elena follows a plant-based diet and is really passionate about all things human and planetary health. Outside Deliveroo, she teaches meditation and hosts a Podcast in Spanish (Positivamente Presente), where she discusses different aspects of well-being with inspiring individuals from all walks of life.

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Samuel Dennigan is Founder and CEO of Strong Roots, a leading plant-based brand committed to planet-friendly food. Launched in 2015, Strong Roots are on a mission to provide tasty and environmentally responsible food for busy lives. Since its beginnings Strong Roots has become a firm favorite of consumers globally listing its Cauliflower Hash Browns, Sweet Potato Fries, Kale-and-Quinoa Burgers and other innovative products in over 10,000 stores worldwide including major retailers in the U.S., UK, and Ireland.

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Wildtype is a cultivated seafood brand on a mission to create the most sustainable seafood on earth, starting with their highly anticipated sushi-grade salmon. Aryé Elfenbein, a cardiologist, and Justin Kolbeck, a former U.S. diplomat, set out to protect our planet’s wilderness, and to reverse trends of global food insecurity. Using cellular agriculture techniques, Wildtype will provide consumers with a new option for real seafood that provides the same nutritional benefits as the most pristine wild-caught fish, without common contaminants such as mercury, microplastics, antibiotics, or pesticides and without relying on commercial fishing or fish farming. Wildtype is the first and only cultivated seafood brand to raise $100 million in Series B funding with high-profile investors like Leonardo DiCaprio, Robert Downing Jr., and Jeff Bezos.

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Alexis Gauthier is a multi-award-winning French chef and successful London restaurateur. In 2016 he became vegan, and in 2021 he removed all animal products from his restaurant menus entirely. From Avignon, in the south of France, Alexis began his career in the grand hotels of Nice and Monaco, under the eye of Chef Alain Ducasse. It was there he first began to form his fundamental cooking style, a light and uncomplicated celebration of the best seasonal produce, often led by fruits and vegetables, chosen instinctively and prepared intuitively. Opening Gauthier Soho in 2010, Alexis knew from the very beginning that vegetables would be a main focus, and made his vegetable menu stand shoulder to shoulder with the then classic gout du jour menu. In 2016, Alexis himself became vegan, and announced he was planning to turn the entire restaurant plant-based. In 2021, this became a reality, and Gauthier Soho became the first classical French fine-dining vegan restaurant in the world. He recently opened the more casual 123V restaurant - also 100% vegan - in London’s Mayfair. Alexis is now a regular speaker at debates and discussions and is dedicated to exploring the possibilities of deliciousness using an animal free canvas.

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Chad Rosen is the Founder & CEO of Victory Hemp Foods, a business-to-business primary food ingredient processing company that develops innovative technology to manufacture hemp grain into premier proteins and healthy fats for applications in food and beverage, skincare and cosmetics, and nutritional supplements. Victory Hemp Foods won the 2020 Hemp Innovation Challenge at the World Ag Expo® in Tulare, CA for the development of two proprietary ingredients, V-70 Hemp Heart Protein and V-ONE® Hemp Heart Oil. In addition to leading his company’s growth over the past six years, Chad has worked as an industry-wide advocate within the U.S. hemp grain supply chain and market and is dedicated to developing hemp grain as a significant and positive addition to American agriculture.

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This episode is co-hosted by Ben Davis, Content Chair​ and Strategic Advisor of Plant Based World Expo and was produced in collaboration with Plant Based World Expo.

Palak Patel is a classically trained chef, Host, Atlanta restaurant owner, and two time food network champion winner of Food Network’s famed shows Chopped and Beat Bobby Flay. Her new cookbook INVITED: Recipes for Joy and Connection debuts (Spring 24) with Harper Collins. She was a finalist on Food Network Star season 14. Most recently Palak hosted and produced a 5 episode digital series with Food Network called The Diwali Menu and appeared as a guest judge on Food Network’s newest competition series, Money Hungry. A TEDx speaker and chef at the Institute of Culinary Education, Palak has partnered with many high-profile brands like Microsoft, Sakara, BMW, Barclays and Clif Bar. She’s made on-camera appearances on the TODAY show, Food52 digital and Good Day Atlanta. Chef Patel was featured in an article entitled “The Women Of The Restaurant Industry Speak Out About Their Pandemic Experience” in Forbes. She was also featured in Huffington Post, People, Women’s Health, Thrive Global, Mashable, Epicurious, Bon Appetit, Los Angeles Times, India Abroad, and made the cover of Atlanta’s Simply Buckhead magazine as a rising star to watch in 2021 and beyond.

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