Natural Products Expo West – Competing on Health: Insights for Plant-Based Brands
Event description
Health isn’t just a trend—it’s reshaping the competitive landscape of food.
At Natural Products Expo West, GFI will lead a timely conversation on how evolving definitions of “healthy” are influencing consumer behavior and shaping growth in the plant-based category.
In “Competing on Health: Insights for Plant-Based Brands,” Taylor Leet-Otley, GFI’s Senior Consumer Research Lead, will share new consumer and category research exploring how different audiences interpret health—and how much it actually drives purchasing decisions. From there, Pat McAuley, GFI’s Startup Innovation Lead, will guide a candid panel discussion with plant-based brand leaders on product formulation, positioning strategies, and the lessons they’ve learned in an increasingly health-forward market.
Together, the session will unpack:
- How consumers define “healthy” across segments
- Where health creates value—and where it creates friction
- What brands are getting right (and wrong)
- How to compete strategically in today’s health-focused environment
If you’re navigating the intersection of plant-based innovation and consumer expectations, this is a conversation you won’t want to miss.
Event location
GFI speakers
Taylor Leet-Otley
SENIOR CONSUMER RESEARCH LEAD
Taylor Leet-Otley oversees GFI’s consumer research, keeping the organization and the industry in touch with consumers’ needs & beliefs in the fast-moving alternative protein category. Taylor joined GFI with a background as a consultant focused on market research, consumer insights, and strategy. He worked in a diverse range of industries including CPG, energy, recycling, healthcare, and consumer tech, with a focus on brand management, B2B strategy, and market entry. He graduated from Wesleyan University with a BA in Neuroscience and Religion.
Pat McAuley
STARTUP INNOVATION LEAD
Pat McAuley works with the Corporate Engagement team, serving as the primary contact for alternative protein entrepreneurs and startups. Prior to joining GFI, Pat was a multi-time founder having started businesses in food and beverage as well as tech, most recently founding a multi-unit fast casual plant-based restaurant brand. He holds a degree in Management Engineering from Worcester Polytechnic Institute.
Upcoming events
View all events
Meet GFI at the 2026 NCSL Legislative Summit
GFI is collaborating with two leading organizations advancing food innovation: the Plant Based Foods Association and the Association for Meat, Poultry, and Seafood Innovation.
Business of Alt Protein: The Science of Charisma for Founders, Leaders, and Professionals
Join charisma expert Olivia Fox Cabane, who will share research-backed techniques for building trust, communicating with confidence, and increasing your influence in high-stakes interactions.
The Science of Alt Protein: Growth factors—Driving cultivated meat cost and scalability
Learn how researchers are developing innovative approaches to reduce growth factor costs and make cultivated meat production more affordable.
The Future of Meat: Technology, Sustainability, and the Meats of Tomorrow
Bruce Friedrich heads to The Commonwealth Club for a conversation about Meat—and why rethinking how we produce meat could shape the future of food.
Fish & CHIPS: Collaborative Huddle for Ideation & Problem Solving
Calling all cultivated seafood researchers and innovators! Join us for our next collaborative huddle on September 29th at 11:30 am ET.
Fish & CHIPS: Collaborative Huddle for Ideation & Problem Solving
Calling all cultivated seafood researchers and innovators! Join us for our next collaborative huddle on September 29th at 10:30 pm ET.
