veganmeatUP

When Indy Kaur launched Plant Futures in 2021, she wasn’t just starting a company -she was launching a movement. With nearly two decades of experience in food innovation, strategy, and retail (think Tesco, Cadbury, and Nestlé), Indy saw firsthand the barriers preventing mass adoption of plant-based foods. Instead of watching from the sidelines, she built an organization dedicated to breaking those barriers.

Transforming the Industry from the Outside In

Plant Futures operates like a think tank meets action group, tackling the biggest roadblocks in plant-based adoption – from marketing struggles to consumer education gaps. Indy knew that retailers alone couldn’t drive demand, so she created a collective that unites brands, retailers, suppliers, NGOs, and policymakers to push the industry forward.

Cracking the Mass Market Code

For Indy, the challenge isn’t just about making better plant-based products – it’s about winning over “open omnivores”, the one-third of UK consumers interested in reducing meat but unsure where to start. Through behavioral research, consumer insight, and industry collaboration, Plant Futures is building the roadmap for plant-based to truly go mainstream.

And let’s talk about marketing – or the lack of it. Unlike meat and dairy, which benefit from massive industry-funded ad campaigns, plant-based brands have been left to fight for attention alone. Indy is on a mission to change that, pushing for a unified marketing strategy that educates, normalizes, and sells plant-based as the future of food.

The Road Ahead: More Than a Trend, A Revolution

Indy’s vision goes beyond vegan niche markets – she’s building an industry where plant-based eating is normal, easy, and delicious. With bold initiatives, deep consumer insights, and a collective approach, she’s ensuring that plant-based food isn’t just an alternative – it’s a necessity.

“If we get consumers comfortable with eating less meat, fully plant-based options will follow naturally,” she says.

And with leaders like Indy driving the change, that future is already taking shape.

Link to the website: https://www.plant-futures.com/