The Business of Alt Protein: Messaging to drive consumer adoption of plant-based foods

Name: The Business of Alt Protein: Messaging to drive consumer adoption of plant-based foods
Start: 2026-04-09T12:00:00-04:00
End: 2026-04-09T13:00:00-04:00

Past

Virtual Event

April 9 @ 12:00 pm – 1:00 pm EDT

Join CEO of People for Better Food, Emilie Fitch, and GFI’s Associate Director of Market Insights, Jody Kirchner, to explore new research on the messaging strategies that effectively resonate with consumers to increase consideration of plant-based meat — many of which are applicable across other plant-based categories.

Event description

To accelerate consumer adoption of plant-based foods, clear, compelling communication is essential. Today, many consumers say they are unfamiliar with these products and lack strong reasons to choose them. The session will cover practical guidelines for crafting compelling communications and insights for effective consumer targeting.

Meet the speakers

Jody Kirchner

ASSOCIATE DIRECTOR OF MARKET INSIGHTS
GOOD FOOD INSTITUTE

Jody Kirchner leads GFI’s market and consumer insights team, delivering data-driven analysis to educate industry leaders and key stakeholders on the opportunities around alternative proteins. Prior to joining GFI, Jody worked as a strategy consultant for over 15 years, helping companies better understand their customers and develop and execute growth plans. She supported companies from startups to Fortune 100 as well as those looking to invest in or launch new businesses. Her work focused heavily on the food industry, while also touching a diverse range of other sectors. Earlier, Jody led marketing for an airline maintenance startup and worked as a design engineer in the aerospace industry. Jody holds an MBA from The University of Chicago Booth School of Business, an MS in Aeronautics from MIT, and a BS in Mechanical Engineering from The University of British Columbia.

Emilie Fitch

FOUNDER AND CEO
PEOPLE FOR BETTER FOOD

Emilie Fitch is the Founder and CEO of People for Better Food, a non-profit strategic communications organization focused on shifting cultural narratives and social norms in favor of plant-rich diets. Emilie brings over 20 years of strategic communications and organizational leadership experience at organizations like Kraft Heinz, Ginkgo Bioworks, and Nowadays, an alternative protein company. She has built and led marketing/communications strategies and teams, managed market research, creative, media and PR/crisis comms teams, and held general manager roles with cross-functional leadership and P&L responsibility for businesses up to $600 million in annual revenue and cross-functional teams of 50+ people. She holds an undergraduate degree in Leadership Studies from the University of Richmond and an MBA from Northwestern/Kellogg.