The opening day of the Plant Based World Expo Europe 2024 conference program on November 13 at ExCel in London promises a packed lineup of sessions designed to educate and inspire professionals from the food, retail, foodservice, and distribution industries. With a focus on healthcare benefits, innovation, consumer trends, and the collaborative efforts needed to drive plant-based adoption, Day 1 will provide attendees with knowledge and strategies to advance plant-based options and meet evolving consumer demands.

Read below for summaries of each session and browse the entire program here.

10:30am – 11:15am: Plants First Healthcare: How Plant-Based Diets Can Support Health and Sustainability Goals

Presented by Dr. Shireen Kassam, Founder of Plant-Based Health Professionals UK, this session highlights the potential impact of plant-based diets within healthcare settings across the UK. Dr. Kassam will explore proven cases from New York City and Vancouver where plant-based meals have been shown to support patient health and reduce costs. With the NHS serving over 120 million meals annually, this session offers insights into how the healthcare sector might integrate plant-based options for both sustainability and patient well-being.

11:30am – 12:15pm: Envisioning the Future Between Plant-Based and Cultivated Meat

With the recent regulatory approval of cultivated pet food in the UK, Ivy Farm Technologies will lead a forward-looking panel discussion on how plant-based and cultivated meats might work together to appeal to flexitarian consumers. This session will feature insights from industry experts, including Riley Jackson of Ivy Farm and research associate Billy Nicholles, as they discuss the potential for hybrid products and the complementary role each sector could play in advancing alternative proteins for a sustainable future.

12:30pm – 1:30pm: Keynote – Embracing the Plant-Based Plate: Integrating Plant-Based Products into Everyday Meals

Led by SPINS CEO Jay Margolis, this keynote offers attendees a deep dive into the latest consumer data on plant-based trends and opportunities. Joined by Joseph Saine, Director of Sales for Impossible Foods, the session will highlight how consumer preferences are shifting toward more plant-based options and discuss strategies for brands and retailers to successfully integrate these products into mainstream diets. Practical insights from SPINS data and real-world case studies make this a must-attend for any organization looking to increase plant-based offerings.

1:45pm – 2:45pm: Driving Plant-Based Innovation: Recipes for Future Success

Innovate UK will host a session exploring the role of public and private funding in driving plant-based innovation. Representatives from companies like Adamo Foods and Protein Canada Industries will discuss how financial support has fueled their groundbreaking projects, while Tom Jenkins from Innovate UK will offer insights into future trends in plant-based protein and alternative agriculture. For those seeking investment or inspiration for their own ventures, this session offers a roadmap to achieving sustainable growth and innovation.

3:00pm – 3:45pm: Creating a World-First, Unifying Campaign to Grow the Entire Plant-Based Category

The day concludes with an exciting panel on the world’s first unified Meat-Free Monday campaign, led by over 30 plant-based brands across the UK and extending internationally. Presented by Indy Kaur of Plant Futures and Tom Firth of M&C Saatchi, this session will cover the campaign’s strategy to drive awareness and adoption of plant-based diets. Attendees will learn how unified messaging, collective marketing, and global reach can foster a widespread cultural shift, and find out how they can participate in this initiative.

With sessions designed to educate, inspire, and propel the plant-based marketplace, Day 1 of the conference program offers invaluable insights for industry professionals. Stay tuned for Part 2 of our conference summary, where we’ll cover the sessions planned for November 14. Register now for your complimentary expo and conference pass!