The 2024 Plant Based World Expo Europe at ExCeL London offered a snapshot of the dynamic and evolving plant-based market, sparking a range of opinions and insights from attendees. Two industry voices, Mitch Lee of Freedom Food Alliance and Elizabeth Hemphill-Burns of MyPlantverse, shared their reflections, each providing a distinct perspective on the event’s energy, products, and broader implications for the sector.

A Reset for the Plant-Based Movement

Mitch Lee observed a shift in the plant-based industry’s presence at this year’s expo compared to its earlier iterations. While the event felt smaller and quieter, Lee emphasized that this wasn’t a sign of decline but rather a recalibration.

“Gone are the days when it seemed like everyone was here—every big-name UK brand, every up-and-comer,” Lee noted. “The exhibitors present were as passionate and optimistic as ever.”

Lee highlighted the show’s focus on quality over quantity, with standout products including SHICKEN Foods’ lamb skewers and chicken tikka kebabs, which have cut air miles through local sourcing, and Grow with Iris, an award-winning plant-based infant formula.

The evolving market, according to Lee, represents both challenges and opportunities. Industry leaders like Loui Blake pointed to a slowing trajectory in plant-based adoption, paired with increased scrutiny around health claims and competition from alternative food trends like “ancestral eating.”

However, Blake’s takeaway—and Lee’s—is clear: innovation and focus on taste, texture, and experience are key. “This feels like a bit of a reset,” Lee reflected. “The future belongs to brands that double down on what they do best.”

Creativity and Connection

For Elizabeth Hemphill-Burns, the expo was a transformative experience that demonstrated the creativity and professionalism of the plant-based industry.

One of her highlights was the Culinary Theater, where chefs showcased the artistry of plant-based cuisine through live demonstrations. These performances illustrated how plant-based food can inspire and captivate, transforming perceptions from mere sustenance to elevated dining experiences.

Hemphill-Burns also praised the innovation on display. Among her favorites were Jay & Joy’s vegan and organic cheese alternatives, Moonji’s plant-based innovations, and Bar1Brands’ free-from snacks.

Exhibitors raised the bar with meticulously designed booths featuring clear displays of ingredients, pricing, and distribution channels. Interactive elements like live demos added emotional resonance to brand stories, leaving a lasting impression.

A Shared Vision

Both attendees noted the importance of fostering connections and sustaining momentum beyond the expo. Lee emphasized the need for brands to focus on what they do best, while Hemphill-Burns highlighted the value of post-show follow-ups and tech-friendly tools like QR codes for streamlined communication.

Ultimately, the 2024 Plant Based World Expo Europe proved that while the plant-based sector is evolving, it is far from stagnant. Whether through recalibration or innovation, the industry continues to adapt, driven by passionate stakeholders who remain committed to advancing the plant-based movement.

To read Mitch Lee’s full article, visit Freedom Food Alliance. For Elizabeth Hemphill-Burns’ reflections, explore MyPlantverse.