Go green. Win green.
Wall Street analysts say the plant-based food industry is estimated at $3.5B. Mainstream food makers are moving to the plant side.
A contest is doling out cash prizes to U.S. retailers who do the best job of promoting all of their plant-fueled products. The retail display competition will be held in April, during Plant Protein Month. Through PlantProteinMonth.com, retailers are receiving posters to help educate consumers on the benefits of a plant-based lifestyle. By promoting all the plant protein-fueled products they carry, the best display will receive a $1,000 cash prize. Three runner-up stores will have an opportunity to win $500.
As part of Plant Protein Month, brands are also donating to Vitamin Angels, which administers Vitamin A to undernourished children throughout the world. Co-sponsor of the contest, Axiom Foods, is starting things off with a $10,000 donation.
Plant proteins have penetrated most every aisle of retail from beverages, nutrition bars, cereals, and chips to non-dairy milk, ice cream and meatless burgers to facial cleansers and shampoos. By 2050, 95% of global protein sources are expected to come from plants, according to contest organizers.
“Wall Street analysts say the plant-based food industry is estimated at $3.5B,” says David Janow, CEO of Axiom Foods. “There is a powerful trend of M&A happening in this category with companies like Rudi’s, Justin’s, Enjoy Life, and Gardein.”
Mainstream food makers are moving to the plant side. The CEO of Campbell’s Soup was the keynote at Natural Products Expo West last year. General Mills launched a venture arm, which invested in Beyond Meat. Kellogg’s invested $100 million into plant-based food brands. These are signs of how important a trend plant food, and especially plant protein is in the world today, Janow adds.
Winners will be chosen by a panel of experts including a partner from Vitamin Angels, an editor from WholeFoods Magazine, and a retail merchandising expert. Educational information being disseminated through this promotion includes:
- A guide to how many grams of protein different people require depending on age and activity level.
- Clinical trials with pro athletes are showing that plant protein equals animal-based whey protein in building and maintaining muscle.
- How much whole food is equivalent to concentrated plant protein powder and how that protein gets concentrated.
- Recommendations for combining plant protein sources to achieve a complete protein.
For more information on the contest, go here.