PBFC Launches PLANT EMPowered Talk Series

It was a lively and engaged turn out for the first Plant-Based Foods of Canada Talk Series, PLANT EMPowered, featuring an all-star line-up of leaders from some of Canada’s top plant-based foods brands. Originally held on Thursday, May 20th, the session focused on Brand Strategy, Product Strategy and Amplification, and was buzzing with hot tips, lessons learned and plenty of peer sharing. A recording of the full panel session can be viewed here.

Event moderator, Michael Watt (CEO of Daiya Foods), expertly led the hour long panel discussion and Q+A session. Michael stressed how valuable the opportunity was for fellow Canadian businesses to learn from the diverse experience of the panelists and to help each other achieve greatness. “It’s a pretty powerful panel that can go toe to toe with some of the best brands in the world!” he exclaimed.

Panel discussion themes ranged from the importance of a brand having clarity around the consumer void addressed, keying in on value proposition and the ability to adjust course to a changing marketplace; all common points addressed by the panelists which included: Ken Cross (CMO, Sol Cuisine); Nima Fotovat (President, Riverside Natural Foods); Jake Karls (Co-founder, Mid-Day Squares); and Suzie York (CEO, Founder, Love Good Fats).

Each participant tackled specific questions with insight, examples and spirited motivational feedback, all of which offered relevance to plant-based food businesses from scrappy start-ups to long-standing brands. 

Participants generously shared valuable insights with wit and wisdom, along with stories about the tenacity and creative solutions that are all in a day’s work when talking about brand building. Discussions ranged from base product concept, to hopes and dreams, through to innovation, testing and production, to store shelves…and finally into the homes and hands of consumers in Canada.  

The group then addressed growth challenges and scaling-up considerations, and the importance of staying nimble and being open to “the unconventional”. Emerging provocations, like the importance of creating a tribalism like passion for your brand and being ever-mindful of the role timing and sheer luck can play in building brand momentum and amplification were hot topics of engagement and valuable advice sharing.

Prior to the panel session Michael Lines (President & CEO Wellness Natural Inc. (Simply Protein)) and Peter Vanslyke (Head of Marketing, Dole Packaged Foods Canada) led an informative thirty minute presentation to share foundational brand building insights for new and emerging brands, which set an excellent tone to lead into the engaging panel session. Members can view the full presentation here.

The next session of the Plant-Based Foods of Canada Talk Series, PLANT EMPowered, is scheduled for Thursday, June 10th and will focus on the all-important topic: Go-to-Market Strategy. Speakers confirmed to date include: Rob Mikulec (National Merchandising Director, Seafood & Plant-Based Protein Sobey’s); Mike Rose (Director, Category Management, Metro Inc.); Tony Morello (CEO Zoglo’s Incredible Food Corp); Sandi Hester (Director of Marketing Natural|Organic & Market Insights, Tree of Life Canada); and Matt LeBeau (President, LeBeau Excel Sales & Marketing). The session will be moderated by Michael Lines (CEO Wellness Natural Inc. Simply Protein).

As a gesture of thanks and appreciation for the generous sharing and inspirational words, a donation has been made to Food Banks Canada on behalf of the panelists. The team at Plant- Based Foods of Canada would like to thank everyone for joining (or for checking out the link to the event) our first session and welcome feedback and ideas as part of our pledge to inspire fellow plant-based food leaders.