In the dynamic landscape of plant-based foods, the Plant-Based Food Alliance (The Alliance) has emerged as a crucial player in advocating for fair labeling and market access. Marisa Heath, head of the Plant-Based Food Alliance, the lobbying arm of Plant-Based Food UK, sheds light on the organization’s efforts and the challenges faced by the plant-based sector in the UK.

Current Labeling Challenges

The plant-based food industry is currently grappling with outdated labeling regulations, particularly concerning dairy alternatives. Heath explains, “There were plans to enforce regulations more tightly on plant-based dairy alternatives based on old EU regulations that are no longer fit for purpose.” The primary concern is that stricter enforcement on dairy could extend to plant-based meat alternatives, potentially restricting terms like “sausage” or “bacon” for plant-based products.

Providing Sector Consultation

One of the critical issues The Alliance aims to address is the lack of consultation with the plant-based sector by regulatory bodies. Historically, the absence of a unified representative has led to this oversight. “Government or regulatory bodies will not spend the time speaking to lots of different companies, but they will speak to a trade alliance,” Heath notes. The formation of The Alliance provides a strong, collective voice, ensuring that the plant-based sector is included in regulatory discussions.

Opposition from Animal-Based Sector

The pushback against plant-based labeling often comes from organizations representing the animal-based sector, who view plant-based products as a market threat. Heath acknowledges that while some animal-based producers are diversifying into plant-based markets, others seek to control and limit the competition. The Alliance’s strategy involves fostering collaboration across markets to build better food systems collectively.

Consumer Awareness

Contrary to claims that consumers are confused by plant-based labeling, The Alliance’s findings indicate that consumers actively seek out plant-based options and are well-informed about their choices. “The consumer is purposely seeking different choices and goes to the plant-based section with a purpose,” Heath asserts. This insight is supported by discussions with major supermarkets, which also report no significant issues with consumer confusion over plant-based labeling.

Proposing Labeling Reforms

The Alliance advocates for modernizing labeling regulations to create a level playing field. Heath emphasizes the need for a thoughtful approach that includes input from businesses. “We should simply suggest that the Government agrees it is time to review and modernize labeling,” she says. Additionally, The Alliance is keen on exploring eco-labeling to help consumers make sustainable choices.

Global Collaboration

The Plant-Based Food Alliance is part of an international network, the International Plant-based Association, which includes members from the U.S., Canada, EU, India, China, Mexico, Turkey, Australia, and the UK. This global collaboration helps synchronize strategies and strengthens the collective influence of the plant-based sector.

Future Challenges and Opportunities

Looking ahead, PBFA is preparing for potential tighter controls on plant-based labeling from the animal-based sector, though such moves have not yet surfaced in the UK. The alliance is actively working to prevent these regulations from advancing, which could impose additional costs on businesses and create consumer confusion. Heath warns that restrictive regulations could also signal that the UK is not supportive of innovation and new products.

Team and Membership

The Alliance operates with a small but dedicated team, bolstered by expertise from member organizations like Alpro, Oatly, the Vegan Society, ProVeg, and Upfield. This collaborative approach allows PBFA to leverage a wealth of knowledge in regulatory, marketing, nutrition, PR, and legal support.

Joining the Alliance

The Alliance invites any brand with a commitment to advancing plant-based diets to join. The organization offers flexible and inclusive membership options, providing valuable resources to help companies navigate regulatory landscapes, access grants, and find market opportunities. Heath encourages even micro-businesses to explore membership benefits.

Driving Plant-Based Adoption

Heath identifies two main drivers for the growth of plant-based foods: the increasing acceptance among younger generations and the environmental benefits of plant-based diets. She highlights the significant role plant-based foods can play in addressing public health challenges and reducing the burden on the NHS. “Plant-based food is not going anywhere, and our role is to expedite the take up of it through opportunities like public procurement, education, and the environmental agenda,” she concludes.

The Plant-Based Food Alliance continues to champion the interests of the plant-based sector, advocating for fair regulations and greater market access, while fostering a collaborative and supportive industry environment.

This interview was conducted in collaboration with Simon Hurley of P2P Food Solutions.