Healthy living
The taste of time
From impossible meat to the rise of plant-based proteins, the demand for healthy and sustainable food shows no sign of abating. What is behind this trend, and does it have the legs to last? Nikki Peach speaks to Vinciane Patelou, director of The European Plant Based Foods Association (ENSA) and Carlotte Lucas, corporate engagement manager at The Good Food Institute Europe (GFI) to unearth the main drivers behind the trend, how plant-based eating is the key to a sustainable future, and why motivation doesn’t always matter.
here are few better ways to start a conversation about the rise of global health concerns than with someone who has just completed a full month of self-isolation; particularly when that person is Vinciane Patelou, director of The European Plant Based Food Association. After contracting Covid-19 herself, Patelou’s children caught the virus in domino effect, extending their homebound status for a full four weeks and providing plenty of time to ponder the importance of personal health, and with that, the rise of plant-based eating.
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Whether the trend is recent depends on who you’re asking, but its acceleration in the past few years has undoubtedly been driven by a swelling pool of health-
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conscious consumers. According to ENSA, the drive towards plant-based food and ingredients is caused by three things: health, sustainability and ethics. And while vegans themselves might be the most enthusiastic consumers, according to Patelou, this surge in plant-based foods and ingredients is “not driven by veganism, but by flexitarianism”. Another word to join our modern lexicon, “flexitarians” or “reducers” are a fast-growing consumer group opting to cut down on their meat and dairy consumption rather than change their diet completely. After all, in order for plant-based products to grow lasting roots in the industry, they must appeal to those interested in cutting down as well as those
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