Jonathan Morley is the Show Director for Plant Based World Expo, the premier event focused on 100% plant-based products for foodservice, retail, and healthcare professionals. With a wealth of experience in event management, his leadership has helped shape the plant-based tradeshow into a key hub for industry innovation, bringing together manufacturers, distributors, investors, and professionals to explore the future of plant-based food.
In this interview, Jonathan shares his view on the plant-based market, highlights the impact of Plant Based World Expo on industry innovation, and discusses the future of plant-based food trends and their role in transforming the global food system.
Since Plant Based World first launched, how have you seen the plant-based sector evolve in terms of innovation, consumer interest, and industry investment?
We launched the event in 2019 and there has been a great deal of transformation in the industry during this time. From the boost that the pandemic gave to consumers trying out plant-based products for the first time and experimenting with cooking from home to the economic uncertainties of rising costs and inflation. Many of these external factors have influenced the direction of the market. We are still seeing encouraging buy-in from retail and foodservice professionals looking to cater for plant-based preferences,
however the focus has shifted to factor in these financial restraints.
Are there any specific plant-based trends you’re seeing emerge at this year’s events?
The food and beverage industry is being heavily influenced by the rise of GLP-1 medication and I believe that this trend is being seen within the plant-based space, too. A move towards nutrient-dense products which are catering for a multitude of specifications. We will see more protein-oriented products which are geared towards satiating consumers who are shrinking their portion sizes.
How do you see events like Plant Based World influencing the growth and development of plant-based businesses, particularly startups and companies looking to enter the market?
They are a great platform for companies who are scaling up their operations and want to raise visibility with buyers and other industry professionals. It allows companies to get their product in-front of the right person, and sample it in the way the product is intended to be enjoyed. There are also many other opportunities to raise brand awareness that tie into events like Plant Based World Expo, including awards that provide additional media coverage which take place during the show.
What are the biggest challenges you observe plant-based brands face today when it comes to reaching b2b audiences, and how does Plant Based World address these challenges?
One of the biggest challenges is demonstrating a product’s USP in what has become a saturated market. Getting brand visibility at events like Plant Based World Expo is key, and the benefit of Plant Based World is that all the products on show are plant-based. It means that brands must differentiate themselves a step further and demonstrate what makes them great – whether that’s through the ingredients in the product, the manufacturing method, an environmental angle or sourcing. There’s lots of ways that plant-based businesses can still stand out but having the right platform to demonstrate what makes them unique is key!
Could you share some of the key highlights in terms of speakers or exhibitors participating this year, particularly any new or innovative topics, brands, or products that B2B visitors should make sure not to miss at Plant Based World?
We will be launching the exhibitor list in the coming weeks, but so far it includes some well-known household brand names such as Impossible Foods, as well as some challenger brands who are pushing the boundaries in categories including seafood, dairy alternatives and meat. The conference program will be announced shortly too, so stay tuned!
With Emerald Holding having acquired the Plant Based World Expo, how do you see this change influencing the upcoming event in New York? Are there any exciting new developments or enhancements attendees can expect as part of this integration into Emerald’s portfolio of food-related events?
Emerald is North America’s largest trade show and conference organizer – and with that, they bring a wealth of experience and resources to the table. Plant Based World Expo can take advantage of these, tapping into existing events in the portfolio such as International Pizza Expo, to promote plant-based foods to their existing audience of casual restaurants and foodservice businesses.
