Reflecting on 2023's Most Impactful Moments: Milestones in PBFA & PBFI’s Progress

As we reflect on 2023, it stands as a year of notable growth and collaborative achievements for the Plant Based Foods Association and Plant Based Foods Institute. Anchored by the dedication of our diverse member community, the year was marked by dynamic engagement and hard-won progress. With the backdrop of inflation, continued supply chain challenges, and a slowdown in funding for the sector, the resilience and continued adaptability of the plant-based foods industry was a central theme of 2023, as consumer demand for plant-based foods continued to grow. The industry hit a new record of $8 billion in U.S. retail sales, and 66% of the population is engaged with plant-based foods.

In the policy arena, our team’s strategic efforts helped defend plant-based food companies against harmful labeling restrictions and supported legislation that will pave the way for positive progress. Our Marketplace Development team, alongside our members, played a key role in elevating the presence of plant-based foods across the retail and food service sectors through strategic partnerships and delivered the most comprehensive insights to inform the state of the industry. Our Membership team launched our new Member Portal, and curated a variety of high-impact opportunities to help members connect, access business support, and engage in advocacy efforts. In response to the challenges facing plant-based foods, as well as a thorough assessment of the opportunity, our CEO Rachel Dreskin announced PBFA would begin work on a multi-pronged strategy to inform and inspire consumers to engage with plant-based foods across brands, products, and categories.

In tandem with PBFA, the Plant Based Foods Institute programs gained momentum launching new research, collaborative opportunities, and events centered around empowering the plant-based foods industry to be a primary catalyst for positive food system transformation.

As we gear up for a year of continued progress in 2024, join us in reflecting on some of the milestones from 2023:

1. Meeting with Secretary Vilsack to Advocate for Plant-Based Food Systems

2023 kicked off with a major policy effort in DC. PBFA CEO Rachel Dreskin and Board President Nicole Sopko met with U.S. Secretary of Agriculture Tom Vilsack to discuss the growing plant-based industry and its emerging—and extensive—economic opportunities for U.S. growers.

 

Reflecting on the visit with Secretary Vilsack, PBFA federal policy consultant Bev Paul remarked on the evolution of Vilsack’s stated vision around agriculture and how it now reflects a much more inclusive view of "all forms of diversity," including farmers, crops, farms, and farming systems. With this in mind, plant-based foods and ingredients offer ample opportunity to foster resilience into our current food system. From farmers’ perspectives, being able to tap into markets for crops other than the big staples, like corn and soy, is key to introducing more crop diversity into U.S. agriculture and seeding resiliency for human food production in the face of climate change. Read the full outcomes of the meeting here.

2. State of the Marketplace Report Provides a Holistic View of the Plant-Based Industry

The PBFA Marketplace Development team is dedicated to providing the most accurate, current, and comprehensive view of the plant-based foods industry. In 2023, the team introduced a new industry report that took a multi-channel approach to assessing retail and e-commerce sales, emerging foodservice trends, and consumer insights. The resulting report provided valuable data and analysis to inform industry stakeholders and motivate the advancement of the plant-based foods industry. The top-line takeaway: Consumer demand for plant-based food is strong and the sales performance of plant-based foods outpaced all speculation, demonstrating the utmost resiliency. At a high-level, plant-based food dollar sales in retail grew 6.6% in 2022 to $8 billion; plant-based foods captured 6.4% of total online sales, compared to a 4.5% share in grocery retail; and 48% of restaurants across the U.S. feature plant-based foods on their menus. This comprehensive report helped orient the narrative around plant-based foods and demonstrated the significant opportunities for marketplace expansion. In addition to the State of the Marketplace Report, the team also released a deep dive into retail that highlighted the diversity of plant-based food categories and an Unmet Needs study that leveraged insights from Kroger’s plant-based food shoppers to hone in on what the plant-based industry needs to prioritize to meet the needs of consumers, build trust, and create sustainable pathways for growth. You can access our latest reports and insights here – as a reminder, PBFA members get all our data for free!

3. FDA Affirmed Consumers are Not Confused About Plant-Based Milk Labeling

In February of 2023, the Food and Drug Adminstration (FDA) released their “Draft Labeling Recommendations for Plant-based Milk Alternatives to Inform Consumers'', in which the agency accurately recognized the will of the consumer in selecting plant-based milks instead of animal-based options. PBFA has been at the forefront of defending the right of plant-based food companies to label their products using common-sense terminology and it is a significant victory to see the FDA put the question of consumer confusion over plant-based milk terminology to rest.

Our work to proactively inform and collaborate with the FDA continues and while this aspect of the labeling guidance was a positive sign, there remains the broader challenge of addressing their suggestion that plant-based milk labels include voluntary nutrient statements – a suggestion that is unwarranted, unnecessary, and would put undue burden on companies and cause potential confusion for consumers. Read our full statement here.

4. Launch of PBFA’s Consumer Marketing Initiative

Since its founding, PBFA has focused our programs around policy and marketplace work – but in 2023, our CEO Rachel Dreskin announced the expansion of PBFA’s strategic focus to include a new initiative aimed at strengthening consumer awareness and adoption of plant-based foods. Rachel shared in an interview with Food Navigator, “We are launching a comprehensive marketing initiative that will represent all of the brands and categories that sit within the PBFA, our membership, and within the industry as a whole.”

In addition to conducting in-depth consumer research, PBFA began the process of vetting strategic partners to support the development of our Consumer Marketing Initiative with plans to share more details in 2024. Realizing the potential of plant-based foods means coming together around a compelling, cohesive narrative that will both educate and engage a diverse range of consumers. To learn more about the Consumer Marketing Initiative and stay informed about developments, click here.

5. PLANT Act Debut

As part of our Farm Bill agenda, PBFA endorsed the Peas, Legumes, and Nuts Today (PLANT) Act, a groundbreaking initiative that was introduced in July 2023 with the potential to shape the future of the plant-based food industry in the United States. Championed by Congressman Jim McGovern, the PLANT Act is a critical piece of legislation that seeks to provide more opportunities for farmers producing ingredients used in plant-based foods, support food companies in their transformative work, and bolster USDA efforts to promote the export of plant-based foods.

The PLANT Act aims to ensure that farmers and food companies involved in plant-based food production are eligible for USDA assistance, fostering economic growth and job creation in rural communities while strengthening the country's competitiveness on the global stage. PBFA believes that the PLANT Act will have a significant impact on the plant-based food industry, providing crucial support to farmers and companies and securing the future of plant-based foods in the United States. Read more about the details of the PLANT Act here and our recent efforts advocating on behalf of members on the Hill here.

6. Strength of the International Plant-Based Community Grows

Since its formal establishment in 2021, the group has grown from a modest cluster of motivated trade associations into a coalition of twelve inspired and engaged organizations from across the world, all converging to underscore the growing organizational prowess of the global plant-based industry.

In 2022, the IPBFWG adopted a well-defined annual plan with a focus on expanding membership, conducting comprehensive global research on plant-based perception, and developing a regranting program. This program aimed to facilitate the formation of country-based associations, combat restrictive labeling regulations for plant-based foods, and broaden opportunities in the marketplace. The culmination of these efforts was celebrated during this year’s IPBFWG Summit, where attendees acknowledged substantial progress and charted an exciting trajectory for 2024. PBFA also supported the production and dissemination of global research for member organizations to help inform various legislative efforts and pave the way for strategy development, and PBFI launched an international regranting program to combat the global labeling bans that are impeding the growth of plant-based foods. Read more about IPBFWG Summit and plans for the group here.

Looking Forward to 2024

With a plethora of industry learnings, wins, and future opportunities in sight, the PBFA and PBFI teams are gearing up for an impactful 2024. We look forward to sharing more news, developments, and cutting edge insights to help power the progress of the plant-based foods industry. Be sure to subscribe to the monthly Digest for the latest news delivered straight to your inbox!