Demand Generation

Solutions Database

Plant-based category marketing

Interest in plant-based products is growing, but many consumers still express skepticism about plant protein foods, or simply lack familiarity with the category. Category marketing campaigns to promote plant-based and alt protein products, independent of specific brands, can engender familiarity and showcase recent innovations. Campaigns can emphasize flavor, convenience, familiarity, nutrition, and other positive attributes. Category marketing can help expand existing markets, increase demand, and promote alternative proteins for new markets and use cases.

Solutions Database

Establishing student groups at key universities

Universities are epicenters for creative problem-solving and cutting-edge research advancements, and they can serve as engines for interdisciplinary innovation. However, this potential is not being tapped fully by the alternative protein industry. University student groups at key universities can foster robust, in-person communities for students and researchers interested in elevating the profile of alternative proteins within the academy. This will generate a talent pipeline of informed and empowered young people poised to enter the sector after their education while simultaneously spurring greater awareness and involvement among established faculty members.

Solutions Database

Decision matrix for seafood target species selection

Creating an online, open-access decision matrix tool that ranks popular seafood-relevant species against each other based on several criteria such as market size, per-unit price, sustainability of conventional production practices, animal welfare considerations, and consumer receptivity to alternative seafood products of that species.