Isn’t it time plant-based foods get a week in the spotlight?

By Leslie Ewing, Executive Director, Plant-Based Foods of Canada

With demand for plant-based foods surging globally, isn’t it time we dedicated one week of the year to this exciting category? At Plant-Based Foods Canada (PBFC), we certainly think so. That’s why we are so proud to launch our first ever Plant Based Food Week from March 21 to 25, 2022.

But first, a little background.

Notably for retailers, the recent statistics around this industry’s growth are truly eye-opening. In the year leading up to January 2, 2021, Nielsen data tells us that demand for plant-based foods grew by 26%, significantly outpacing conventional foods (+9%).

As for the public, Canadians tell us they’re still curious to know more. According to Leger Research data from 2021, two-thirds (67%) of Canadians consume plant-based foods frequently, and 31% plan to eat more plant-based foods within the next year.

With both retail demand and shopper interest at all-time highs, PBFC and its members decided to launch Plant Based Food Week. The  goal is to inspire Canadians to incorporate more plant-based foods into their diet either by trying new meal options or by making swaps in their favourite recipes. The foods have never tasted better, been easier to prepare, or been more available on shelves. We’ll promote the week heavily on social media, and you can follow along with hashtag #PlantBasedWeek.

The plant-based food space is particularly exciting here in Canada, where we are home to some incredibly entrepreneurial plant-based companies. They are creating innovative new foods and ingredients, sourcing inputs from across the country, creating jobs, and further establishing Canada’s position as a leader in this industry. There’s been significant international interest, too, as companies invest in Canada and establish facilities to be close to pulses, oats, hemp and other crops used in modern plant-based foods.

But that strong ecosystem of Canadian plant-based food producers only paints half the picture of the industry’s recent success. The other is having open-minded retailers who see the opportunity in front of them and are willing to stock shelves with these exciting new products.

Rob Mikulec, National Merchandising Director (Seafood, Deli, HMR and Plant Based Protein), for Sobeys grocery stores said, “Many of our customers love our wide range of plant-based food options. We’re glad to participate in the Plant Based Food Week so that others may also have a chance to learn about the potential benefits of adding plant-based options to their diets. We also like to be able to support our supplier partners with showcasing their plant-based assortment across multiple meals and occasions.”

With such strong recent growth in the plant-based foods industry, our PBFC members saw the opportunity to create a week where we can showcase these foods to an interested Canadian public. We’re looking forward to bringing that to life on social media and encourage Canadian consumers to choose plant-based foods more often this March 21-25.

The Growing World of Plant-Based Foods

Read the full article

There are a few phrases we would like to leave behind with 2021, “supply chain disruption” and “lockdown” chief among them. But as the grocery industry emerges from another holiday season with all its traditional (and more recent) challenges, I wanted to share some happier data from the world of plant-based foods. As I’ve mentioned in this publication before, the strong growth of the plant-based food segment is looking more like a social movement than the reflection of a trendy consumer preference. A recent Leger Consumer Research study showed that 8 in 10 Canadians say they have eaten plant-based foods, and two-thirds of Canadian consumers say they eat plant-based foods “frequently.” That’s a seismic shift, not some fad diet.

How strong is the segment’s growth?

Retail sales data shows dollar growth for plant-based foods was twice that of total food and beverage, at 25 per cent versus 12 per cent, according to NielenIQ data, January 2021. But the numbers really get exciting when you look within the category. Non-dairy beverages— perhaps the most “mature” plant-based category—now represent 10 per cent of total milk sales. What’s more, those beverages saw sales growth of 19 per cent in 2020. Meat alternatives? A huge jump of 34 per cent. Non-dairy cheeses? Up 38 per cent. Non-dairy yogurt? Up a staggering 49 per cent. That’s disruptive growth, in the best sense of the word.

What’s driving growth?

Companies are bringing to market new options that offer variety and superior taste, and consumers are responding. To cite just one example, plant-based seafood and egg alternatives have seen several innovative new entrants. We’ve come a long way from a few tofu burgers relegated to a lonely corner of a cooler.

What’s in store for 2022?

My 2022 prediction: plant-based food sales will continue to grow in the year ahead. Here’s why: when researchers ask consumers why they choose to eat plant-based foods, the second answer they give (after health and nutrition) is “variety.” Well, if variety is what consumers seek, they will be amazed by the new choices coming to shelves in the year ahead, and these new choices will attract even more consumers looking to integrate plant-based options into their existing diets. And the most encouraging data point of all: consumers feel good about their plant-based options. Fully 71 per cent of those in the Leger survey said they have a positive view of plant-based foods. Health, choice, and a feel-good consumer sentiment? Plant-based food products are sounding like a great way for grocers to start the year.

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Leslie Ewing is the executive director of Plant-Based Foods of Canada leslieewing@plantbasedfoodscanada.ca

International Plant Based Foods Working Group Calls on Leaders to Harness the Power of a Plant-Based Foods System for Sustainability & to Fight Climate Change

4 November 2021

The International Plant-Based Foods Working Group calls on the international community and national governments to make a predominantly plant-based food system a central part of global and national strategies to address the urgent climate crisis.

The 26th United Nations Conference of the Parties on climate change (COP26) is an historic opportunity for global leaders to take stock of the progress made towards achieving the objectives of the Paris Agreement, and to define a bold, concrete action plan to tackle the current climate crisis.

Human-caused climate change is the defining challenge of our time, responsible for many extreme events around the world.[i] In order to limit additional catastrophic consequences, we will need to substantially decrease our emissions in the coming decades and reach ‘net zero’ emissions by 2050.

Food plays a central role in achieving those targets, as our current food systems are responsible for over one-third of all human-caused GHG emissions.[ii] Unfortunately, food systems are not evolving at the speed required to address climate change. Current consumption patterns are still heavily biased toward resource-intensive foods such as animal-based products. Production of those foods is a major cause of additional GHG emissions, environmental degradation and biodiversity loss. We must do better.

The UN Food Systems Summit 2021 highlighted the intrinsic links between our food production and consumption patterns, and climate change. It further revealed the need to find alignment between sustainable food systems and global climate commitments. To succeed in staying within the Paris Agreement’s 1.5-degree Celsius target, we must undertake a global shift in dietary patterns towards less carbon-intensive products. A vital part of this shift is for populations to embrace plant-based foods.

The International Plant-Based Foods Working Group recommends that national governments advocate for a predominantly plant-based food system as a pillar of their emission reduction strategies. In the language of COP26, this is accomplished with Nationally Determined Contributions (NDCs), commitments made by countries to reduce the impacts of climate change.

We recommend that nations commit to:

·       Supporting farmers in moving towards more sustainable agricultural practices and crops (e.g. plant protein crops) by providing and/or redirecting financial incentives to reduce the quantity of arable land used for animal feed and animal production, instead utilizing the land for crops for direct human consumption;

·       Educating citizens about plant-based foods via public campaigns;

·       Ensuring that labelling requirements for plant-based foods products empower consumers to make more sustainable food choices;

·       Integrating plant-based foods into public procurement (e.g. making plant-based options available in schools, hospitals, etc.), as well as in national dietary guidelines;

·       Using economic incentives to facilitate access to plant-based products;

·       Allocating funds for targeted research and innovation on plant-based foods, and to support diversified climate-friendly crops and plant aquaculture both on land and under the sea; and

·       Developing food environments where plant-based foods are presented as the sustainable choice (e.g. in retail stores).

The undersigned international plant-based foods organizations share a like-minded mission to harness the benefits of plant-based foods, placing them at the heart of the transition towards more sustainable, equitable and healthy food systems.

[i] AR6 Climate Change 2021: The Physical Science Basis, IPPC, 2021

[ii] Food systems are responsible for a third of global anthropogenic GHG emissions, Crippa, M., Solazzo, E., Guizzardi, D. et al., Nat Food 2, 198–209 (2021).

• European Alliance for Plant-based Foods EAPF (EU)

• European Plant-based Foods Association ENSA (EU)

• Plant-based Foods of Canada (Canada)

• Plant-based Foods Association (US)

• Plant-based Foods China (China)

• Plant-based Food Alliance UK (UK)

• Plante Branchen (Denmark)

• Plant-Food Sweden (Sweden)

PBFC Joins Other International Organizations to Urge Global Leaders to Prioritize Plant-Based Diets

The below International Plant-Based Foods Groups call on the international community and national governments to make plant-based diets a central part of global and national strategies for developing more sustainable, healthy, and equitable food systems, and achieving the UN Sustainable Development Goals.

There is an urgent need for global food system transformation that includes a shift to predominantly plant-based diets. National and international actors must decide on ambitious actions to realize the potential of a food system based on plants for direct human consumption to have a positive impact on:

Environmental Sustainability

The plant-based transformation of food systems is vital to environmental sustainability and to all global citizens. Analysis from the international policy institute Chatham House concluded this year that in order to sustain human populations “… global dietary patterns need to converge around diets based more on plants, owing to the disproportionate impact of animal farming on biodiversity, land use, and the environment. Such a shift would also benefit the dietary health of populations around the world and help reduce the risk of pandemics.”1

Currently, global food systems are responsible for over a third of all man-made greenhouse gas (GHG) emissions.2 Increasing scientific evidence links overconsumption of dairy and meat products, especially in Western diets, to high use of natural resources: two-thirds of global agricultural land is used to raise livestock3 – a major emitter of GHGs – while one-third of freshwater is used to produce animal products.

In an effort to meet the agreed-upon Paris Agreement target of 1.5 degrees Celsius by 2050, we must reconsider our current dependence on animal agriculture. In order to reduce GHGs, a global shift to plant-based diets is essential.

Predominantly plant-based food systems are the only sustainable option to achieve the following SDG goals:

● SDG 12 “Responsible production and consumption”

● SDG 13 “Climate action”

● SDG 14 “Life under water”

● SDG 15 “Life on land”

Human Health

Plant-based foods are central to healthy and nutritious diets and can play a role in preventing many non-communicable diseases, such as cardiovascular diseases, cancer, and type-2 diabetes. Because of their lower environmental footprint, predominantly plant-based diets would help reduce the health impacts of climate change, air pollution, water contamination, and other environmental events, which are associated with a higher risk of developing illnesses, such as inflammatory diseases and allergies. Increased consumption of plant-based foods – and a consequent reduction of animal-based products – is also crucial to prevent future disease outbreaks of zoonotic nature, such as the current COVID-19 pandemic. Predominantly plant-based food systems are thus crucial for the achievement of SDG 3, “Good health and well-being.”

Social Justice

With the global population expected to exceed 9.5 billion in 2050, social and economic inequalities across the globe are likely to deepen: resources will become scarcer and population growth will result in increasing pressure on global ecosystems. Opting for sustainable development that moves away from eating patterns largely ingrained in animal-based diets is essential to combat these outcomes. This sustainable development infrastructure would require action and cooperation from all countries worldwide. Given their environmental and health benefits, a food system based on plants for direct human consumption has the potential for a fairer distribution of resources both socially and economically. For example, plant-based diets are the most efficient way to feed the world: For every 100 calories of human-edible crops that we feed to animals, we only get 17-30 calories back in the form of meat or milk.4 Using arable land to grow sustainable crops for human consumption rather than animal feed will be a significant step towards addressing food security.

Moreover, the development of the plant-based food sector has the potential to open growth and employment opportunities across the global food production chain, supporting farmers in moving towards more sustainable agricultural practices.

Thus, predominantly plant-based food systems directly support the achievement of the SDG goals:

● SDG 1 “Eradicate Poverty”

● SDG 2 “Zero Hunger”

● SDG 6 “Clean Water and Sanitation”

● SDG 8 “Decent Work and Economic Growth”

Recommendations

There is urgency in transforming our food systems and making them fit for current and future challenges. The UN Food Systems Summit provides the stage to turn ideas into concrete actions to build a more sustainable, healthy, and just world.

The signatory organisations recommend the international community and national governments take the following actions for an effective shift towards predominantly plant-based food systems globally:

● Integrating plant-based foods into public procurement (e.g. plant-based options available in schools, hospitals, etc.), as well as in national dietary guidelines;

● Educating citizens about plant-based foods via public campaigns;

● Ensuring that labeling requirements for plant-based foods products empower consumers to make more sustainable food choices;

● Using economic incentives to facilitate access to plant-based products;

● Developing food environments where plant-based foods are presented as the sustainable choice (e.g. in retail stores);

● Supporting farmers in moving towards more sustainable agricultural practices and crops (e.g. plant protein crops) by providing and/or redirecting financial incentives to reduce the quantity of arable land used for animal feed and animal production, instead utilizing the land for crops for direct human consumption; and

● Allocating funds for targeted research and innovation on plant-based foods, and to explore and support diversified climate-friendly crops and plant aquaculture both on land and under the sea.

Signatories

1 Benton, T. et al., Food System Impacts on Biodiversity Loss, Chatham House (2021), available at https://www.chathamhouse.org/2021/02/food-system-impacts-biodiversity-loss

2 Crippa, M. et al., Food systems are responsible for a third of global anthropogenic GHG emissions. Nat Food 2, 198–209 (2021). https://doi.org/10.1038/s43016-021-00225-9

3 Food and Agriculture Organization of the United Nations, Livestock and Landscapes (2012), available at http://www.fao.org/3/ar591e/ar591e.pdf 

4 United Nations Environment Programme, The environmental food crisis: The environment's role in averting future food crises - A UNEP rapid response assessment (Arendal: UNEP, GRID-Arendal, 2009), available at https://digitallibrary.un.org/record/651334

While labelling battles rage across the Atlantic, a certification program has been launched in Canada

Photo © bondarillia / Adobe Stock

September 2, 2021 by Treena Hein

Wherever you live in Canada, it’s common to see products labelled as “dairy alternative”, “dairy-free”, “plant-based”, “Chick’n”, “Chickun”, “Bacun”, “Cheeze” and “plant butter”.

Indeed, the number of plant-based products that are similar in taste, appearance (and in some cases, nutritional content) to meat, poultry and dairy products is exploding. According to a recent Fior Markets report, the global vegan “butter” market is expected to grow to USD1.77 billion by 2026.

The alternatives market

Dairy alternatives in particular, including milks made from crops such as soybeans, rice and oats, various nuts and even microalgae, are a fast-growing segment. Starbucks recently sold out of oat milk at many of its U.S. locations. Baskin Robbins has launched several oat milk ice creams, and Quebec-based dairy firm Liberté has also launched a “dairy-free coconut,” yogurt-type product in three flavours.

Similarly, the France-based maker of the famous Laughing Cow, Babybel and Boursin cheeses has recently launched “Boursin Dairy-Free Cheese Spread Alternative, Garlic & Herbs” and “Laughing Cow Blends” wedges, which mix cheese with plant-based protein from chickpeas and more. Saputo has purchased Bute Island Foods in Scotland, a manufacturer of dairy alternative cheese products under the award-winning vegan Sheese brand. Additionally, another Canadian firm called Future of Cheese is about to launch organic plant-based butter and plant-based versions of cream cheese and other popular cheeses.

Start-ups, along with major meat companies such as Cargill are offering many meat alternative products.

Labelling

With any new product category, there will be labelling issues that must be addressed. The use of common names such as milk on plant-based beverages is a contentious issue in both Europe and the U.S.

Further, a new study from Cornell University found “consumers are no more likely to think that plant-based products come from an animal if the product’s name incorporates words traditionally associated with animal products [such as milk, cheese or burger] than if it does not.” The researchers conclude that “omitting words traditionally associated with animal products from the names of plant-based products actually causes consumers to be significantly more confused about the taste and uses of these products.”

Lindsay Sutton, sales manager at Lovingly Made Ingredients in Calgary (a producer of plant-based protein and starches) echoes these findings. “I support that the industry be open to allowing plant-based cheese, dairy and meat be called just that,” she says. “I would say that consumers are fully aware that, for instance, cashew cheese is not made from dairy. They are not being fooled.”

Ahmad Yehya, CEO and co-founder of Nabati Foods Global in Edmonton (maker of dairy-free cheesecakes, ‘Nabati Cheeze’ and plant-based meats), agrees. “I think that this is completely fine because otherwise, how will a consumer know what the product is supposed to replace?”

The global vegan “butter” market is expected to grow to $1.77 billion by 2026. Photo © Pixel-Shot / Adobe Stock

Canadian developments

In terms of national legislation, Leslie Ewing, executive director of Plant-Based Foods of Canada (PBFC), a division of Food, Health & Consumer Products of Canada, explains that right now, the use of common names like butter, cheese, meat and milk to identify plant-based foods is prohibited in Canada. For its part, PBFC has recommended Health Canada re-evaluate requirements on the use of common names for plant-based food products, and qualifiers are included where appropriate. “The label would clearly indicate that the product is plant-based, vegan or vegetarian by using terms like plant-milk, soy-milk, plant-butter or soy burger,” says Ewing. PBFC has also recommended Health Canada repeal section B.01.100 (1)-(4) of the Food and Drug Regulations, which require that plant-based products be identified as simulated. PBFC views this as redundant and confusing to the consumer as “these products clearly communicate they do not contain meat by using designations such as plant-based.”

When asked for its desired labelling framework for plant-based products, the Canadian Meat Council (CMC) states it “advocates for accurate and truthful labelling of [these] products, while supporting enforcement of fair labelling by the Canadian Food Inspection Agency (CFIA). CMC encourages consumer choice and welcomes competitive markets. Plant-based products designed to mimic real meat must face the same stringent regulatory requirements as livestock agriculture.”

Dairy Processors of Canada said it expects all products, dairy or otherwise, to adhere to labelling regulations.

The Canadian Poultry and Egg Processors Council echoes these comments. “Plant-based products should be labelled to clearly distinguish them from meat, poultry and egg products. This, for example, means that the name or descriptor of any plant-based product should be part of its common name and clearly indicate it is a simulated meat and/or a plant-based product.”

In November 2020, CFIA consulted with consumers and industry on proposed guidelines “that explain the regulations for simulated meat and poultry products.” A ‘What We Heard’ report summarizing the feedback is expected to be posted in the coming months.

CFIA will also use the consultation feedback to update its guidelines for simulated meat and poultry products and other plant-based foods that are not intended to substitute meat or poultry. “The consultation on proposed guidelines for simulated meat and poultry products will also inform a possible second phase of further clarifications to guidelines on plant-based products that are intended to substitute for dairy and egg, at a later date.”

Regarding the appearance of plant-based alternative products—for example, plant ‘butter’ that looks very similar in shape, size and packaging to a rectangle pound of cow milk butter—CFIA notes the guidelines to come “will not address packaging specifically, but rather the overall representation of the food product.” CFIA adds that “labelling information must not be false or misleading. This includes ensuring foods are accurately represented and not mistaken with other foods.”

Certification

In early May, PBFC announced dozens of products carrying the Certified Plant Based seal are starting to appear on Canadian grocery store shelves. PBFC had commissioned international consulting firm Nielsen to conduct a study that revealed consumers are looking for assurance products claiming to be plant-based do not contain ingredients from animal-based sources.

This certification protocol is owned by the U.S.-based Plant-Based Foods Association. They worked with PBFC to create the Canadian version, which encompasses plant-based alternatives to meat, poultry, egg, dairy and seafood products. NSF International serves as the third-party certifying agency.

“We want to make it easy for Canadian consumers to confidently identify plant-based products,” says Ewing, “as the plant-based food industry continues to grow and new products enter the market.”

Global developments

In the U.S., the Food and Drug Administration is examining federal labelling issues for plant-based products. Meanwhile, legislatures of North Carolina, Maryland and Wisconsin have passed laws to restrict use of the word “milk” to milk from animals. In mid-May 2021, Texas passed a law, which defines “beef” and “chicken” as “any edible portion of a formerly live…cattle/chicken carcass,” and declares that products labelled “meat” cannot contain lab-grown, cell-cultured, insect or plant-based food products.”

Meanwhile in the European Union, dairy producers and associations convinced legislators to prohibit the use of terms such as “almond milk” or “vegan cheese” on the labels of products mimicking dairy. In late 2020, an amendment to the law (known as the ‘dairy ban’) was passed to make it even stricter. At the same time, however, legislators rejected an amendment to forbid vegan food producers from using terms like “burger.”

This article was originally published in the July/August 2021 issue of Food in Canada.

PBFC Announces New Advisory Board Chair

We are pleased to announce the appointment of Dror Balshine, President & Founder, Sol Cuisine to Plant-Based Foods of Canada (PBFC) Advisory Board Chair. Dror previously held the position of Vice-Chair.

As the President & Founder of Sol Cuisine, Dror is a strong advocate for the plant-based foods industry and has witnessed the enormous increase in consumer interest in these categories. As a vegan consumer first, he identified a need in the market for options when it came to eating out. Starting in 1996 with what began as a manufacturer of high quality tofu for the restaurant industry, has evolved into Sol Cuisine now offering a wide variety of plant-based protein alternatives in Canada and the US. Dror has led his organization to a market leadership position and following several rounds of funding, Sol Cuisine recently listed on the Toronto Stock Exchange.

Dror is well recognized in the industry and has long been a supporter of Plant-Based Foods of Canada. As we continue to grow and focus on our mission we look forward to the knowledge of plant-based foods and passion for the industry that he will bring as our next Chair.

Dror replaces Sandi Hester, Senior Director Marketing, Natural | Organic and Market Insights, Tree of Life ULC who is departing the organization to pursue new opportunities. Sandi has advised PBFC through a period of high growth and expanding opportunities to advance our objectives. She was instrumental in creating the first advisory board and committee structure.  We thank her for her contribution to PBFC and wish her all the best in her future endeavors.

Plant-Based Foods of Canada, a division of Food, Health & Consumer Products of Canada, acts as a strong collective voice for the companies that make and market plant-based foods to increase awareness with consumers, government and industry partners of this fast growing industry, in order to modernize regulations and make plant-based foods more available.

Planting For The Future - Western Food Processor Magazine - Fall 2020

Interview with Leslie Ewing,

Executive Director,

Plant-Based Foods of Canada

When and why was Plant-Based Foods of Canada formed? How many members are there?

As plant-based foods continue to gain a place in Canadian homes, it is important that the industry has a collective voice to represent it. Plant-Based Foods of Canada launched in September 2018. We currently have 28 member companies who make or market plant-based products, and we’re grow- ing all the time. Together, we advocate for a modernized reg- ulatory environment to support innovation and growth of plant-based foods in Canada.

What is the current size of the industry in Canada and what are the projections for growth?

The plant-based food industry in Canada is thriving, as Canadians are increasingly looking for options to incorporate greater variety into their diets. As of December 2019, plant-

based foods in Canada were worth $500 million, with an annual growth of 16 per cent (accord- ing to Nielsen). All indications are that we are going to see this rapid increase in the consump- tion of plant-based foods continue over the next several years. Plant-Based Foods of Canada’s goal is to increase Canadians awareness of plant-based foods and to make them more available.

In terms of regulations, what needs to be modernized?

The plant-based industry in Canada is well positioned for tremendous growth over the next few years. The federal government has acknowledged this with significant investments in the sector, and with the protein supercluster.

Canadian farmers and processors see the opportunity, too. That’s why they are building technology-forward operations to take advantage of Canada’s unique position as a global leader in grains, pulses, and other crops that contribute to the new plant-based food sector.

Unfortunately, current legislative requirements impacting plant-based foods are outdated and not keeping pace with innovation and technology, consumer demands and a global mar- ketplace. At Plant-Based Foods of Canada, we hope that Canada’s global leadership in this field is not squandered with a regulatory system that cannot keep up. For example, current regulations require plant-based products to declare “simulated meat” on the front panel and that products be fortified with specific vitamins and minerals as present in meat; however, these characteristics do not align with what today’s consumers are demanding of these prod- ucts. Members are also challenged with being able to communicate product benefits because the current regulations mandate the use of an outdated methodology for making protein claims. These are just a few examples currently impacting our members.

With consumers concerned about GMOs, do you see a shift from soy proteins to pea or other plant proteins?

We’re happy to see consumers becoming more conscious about their food choices, in just about every way possible. Many products made by Plant-Based Foods of Canada members will have labelling that shows they are GMO-free, or organic, or Certified Plant Based. But the reality is that a wide variety of factors go into most people’s food choices. That’s why we see this less about being a binary shift (in your example, soy to pea) but rather a diversification of new protein sources. That includes soy and pea, but also now includes new ways of using almonds, coconuts, cashews, and hemp.

How are food processors incorporating these proteins into their products today?

It’s happening all around us. There is continuous innovation happening within the plant- based food categories. A great example are the exciting new products that utilize plant pro- tein to mimic animal-based counterparts like alternative meats and non-dairy products.

But in addition to the high-profile plant-based meat alternative in the news, there are many more products incorporating plant-based products more subtly. We are seeing unique and novel applications of plant-based ingredients in meals, appetizers, dressings and many other products as consumers look to expand their diets and incorporate new options and variety.

Plant-Based Foods are on the Move in Canada

By: Leslie Ewing

America’s Northern Neighbour is Leading with Sector Innovation 

If sales are any indication, plant-based foods is one of the most exciting categories in the United States. The industry is growing at a tremendous pace while making a dizzying array of product choices available to American consumers. But perhaps you’d be surprised to know that Canada is quietly becoming its own global hub for R&D and advancements in the sector. 

As in the United States, Canadian consumers are increasingly looking for plant-based products to add to their dietary mix. That may be for environmental reasons, for nutritional reasons, or simply to add some good-tasting variety into their existing family diet. Research indicates the demand for plant-based foods will continue to increase rapidly over the next several years, too. Recent Nielsen data shows that sales of plant-based foods in Canada grew by 16% for the year ending 2019, becoming an industry worth more than $500 million.

As demand grows, the Canadian industry is seeing tremendous innovation on the supply side, too. Already the top producer of lentils in the world, Canada excels at providing nutritious, plant-based protein options to consumers. New technology is also adding value to our grain commodities and plant-based proteins. 

Just last month, Prime Minister Justin Trudeau announced that Canada will invest almost $100 million of financing for plant-based foods in Merit Functional Foods in Winnipeg, Manitoba. The company creates pea, canola and blended proteins, and expects to utilize 10,000 metric tonnes of yellow peas and 17,000 tonnes of canola seed in its first year.

The investment was an affirmation of Canada’s potential for global leadership. Canada’s Minister for small business, the Hon. Mary Ng, praised the company for “leading the way in the … agriculture sector here at home and around the world.”  Prime Minister Trudeau echoed her confidence in the industry, saying, “As people around the world start eating more plant-based products, we have an opportunity to bring together Canadian innovation and Canadian crops.” 

And that’s just one recent investment. In 2018, the federal government created a new Protein Industries “supercluster” to help Canadian processors become more efficient. The $3 million co-funded supercluster brings together industry, academic institutions, and not-for-profits to spur jobs and innovation. The supercluster is expected to create more than 4,500 jobs, add more than $4.5 billion to Canada’s economy over the next decade, and to grow demand and value for Canadian crops around the world at a time when it is so desperately needed.

Plant-based foods is not so much a sector as a movement in Canada, one with palpable momentum. Recent major federal grants are encouraging, as are Canadian technologies based on Canadian crops. We believe Canada has the potential to be a leader in this new and exciting industry. This is possible as long as we continue to advocate and work towards a supportive regulatory environment, rather than overregulation that could thwart investment and stifle growth. Our challenges are not new, nor are they unique to the Canadian industry. With a robust educational programme and advocacy, Plant Based Foods of Canada is working to help our Canadian industry maintain — and accelerate — its recent momentum. Stay tuned.

Leslie Ewing is Executive Director of Plant-Based Foods of Canada (PBFC), which acts as a collective voice for companies that make and market plant-based food products. PBFC uses its voice to advocate for a modernized Canadian regulatory environment that allows members to market their products effectively, and to make them accessible to all consumers. For more information visit: www.plantbasedfoodscanada.ca

Plant-Based Foods of Canada is a Division of Food & Consumer Products of Canada (FCPC).