The plant-based meat market is expected to grow by 28 per cent and reach US$85 billion by 2030. At the Food & Drink Business + PKN LIVE breakfast forum on 11 October, The Alternative Meat Co’s Cameron Prowse will share what it takes for a company to behave bravely in a burgeoning market.

Brands Behaving Bravely is the theme of this year’s Food & Drink Business + PKN LIVE breakfast forum

Food & Drink Business caught up with Prowse this week to sample the company’s plant-based meat pattie at Sydney’s iconic burger joint, Bar Luca. 

Prowse said all AltMeatCo’s products are locally made and 100 per cent plant-based, using pea protein, soy, functional products and beetroot. They are high in protein, vegan friendly and free from preservatives, artificial colours, flavours, GMOs and palm oil. Recyclable packaging is used for all of its products.

“There are three drivers for consumers consuming more plant based – environmental concerns, animal welfare and health and wellbeing. When we started the business, we looked at the data around plant-based foods and saw it was a game changer. Most people saw it as a fad, but these three drivers aren’t going away,” Prowse said. 

If a brand is going to capitalise on a growing market, it has to be flexible, think creatively and go the extra mile for customers, he said. 

Also joining the panel discussion on what it means to be a brave band are: Teresa Cutter (The Healthy Chef), Natalie Moubarak (+Hemp) and Nicole Ohm (Brownes Dairy) and Michael McNulty, country manager Australia/New Zealand for Blue Diamond Growers, owner of Almond Breeze. 

The event, which includes a full sit-down breakfast, will take place at the Arts Centre, Melbourne CBD, from 7.30am - 11.00am on 11 October.

Early bird tickets are on sale here

Coverage of last year's event can be found here


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