Alice Grahame, a London-based freelance journalist, Guardian contributor, and ex BBC journalist, here talks about her experience of the recent Plant-Based World Europe Expo, which was Europe’s first plant-based-only trade show, and some of the innovations unveiled at the event. I was very excited to learn that Europe’s first-ever 100% plant-based trade fair was taking place not far from me, at the Business Design Centre, in Islington, north London. I don’t work in the food industry but as an enthusiastic consumer and passionate advocate of plant-based food, I am always keen to learn about new innovations and products. I was not disappointed: the event highlighted some exciting new developments, giving me a glimpse of how plant-based eating is becoming ever more sophisticated. It was a chance to see the massive range of plant-based foods that are already available and some that could be in the shops in the near future. The atmosphere in the hall was buzzing. Strictly B2B, the 2000 attendees included retailers like Tesco and Ocado, caterers, distributors and investors and lots of serious discussions could be observed. Exhibitors generously plied visitors with samples: after completing a circuit I was happily stuffed with mini burgers, cones of crispy vegan fish, chewy mushrooms and skewered chunks of cheese. The focus was very much on recreating the animal part of the meal – meat, fish, cheese, eggs, and dairy, reflecting the current target market for plant-based fare: flexitarians, meat reducers and mixed vegan/non-vegan families. “in 20 years of organising events ...