A recipe for success: plant-based brands, foodservice providers, and chefs
Key takeaways from a recent webinar with major foodservice industry experts
How do we bridge the gap between food tech and food culture?
As a Corporate Engagement Lead at GFI focused on foodservice companies, culinary institutions, and culinary trade associations, I am determined to find answers to this question. Increasing collaboration between plant-based brands, foodservice providers, and influential chefs is one strategy to effectively bridge that gap.
Throughout my work, I’ve seen what drives successful foodservice partnerships and where communication can falter. Given foodservice's critical role in introducing new ingredients and products to consumers, my team recently organized a webinar with industry experts to discuss best practices for positioning plant-based proteins, proven strategies for approaching foodservice, and common pitfalls to avoid.
A group of industry experts joined me on this panel: Jennifer DiFrancesco, Director of Culinary Innovation at Sodexo Campus; Edwina Hughes, Head of Coolfood - Sustainable Diets at the World Resources Institute; Alex Weissman, CEO of Palate Insights; and my colleague Ben Pierce, GFI’s senior market research analyst.
If you want to break into the foodservice space with your plant-based products, here are some key takeaways from this recent GFI webinar.
Don’t assume a chef’s need. Do the work to truly understand it.
Chefs and foodservice operators aren’t looking for just any plant-based product—they need solutions that can make their jobs easier and help grow their business. Whether it’s a product that cuts down on prep time, meets specific dietary needs, attracts new diners, or is versatile enough to be used in multiple dishes, understanding and addressing these needs can be your ticket to success. Tailor your pitch to show how your product solves a specific problem.
Do your research–Not all foodservice operators or chefs are alike. Before approaching them, do your homework. Scrutinize their menus, research their sustainability goals, and learn about their core diners—then, tailor your pitch/sales approach accordingly. Bringing on new vendors takes work, and foodservice operators are busy. The better you can anticipate their questions and have answers ready, the more likely they will continue the conversation.
Do as much of the work for them as possible–Not everyone will be an expert in preparing your ingredients/products. Provide simple, easy-to-follow instructions to ensure anyone handling your product can prepare it deliciously.
Flavor and versatility are key ingredients for success.
Taste is king. Consumers want bold and familiar flavors and operators want ingredients that can be used in multiple dishes. The more versatile your product, the more likely it is to end up on menus across the board. Highlight how your product can fit into various recipes and cuisines, making it an easy choice for chefs.
Product samples–Palate Insights consulted a small panel of chefs in preparation for this webinar. When they were asked how plant-based companies can effectively engage with chefs and culinary professionals to drive plant-based innovation, most of the chefs said they prefer to receive a product sample with preparation instructions and have the flavors and versatility of the product speak for themselves.
Versatile recipes–We know that operators use the same ingredients in multiple dishes. Share a few recipe suggestions to demonstrate the versatility of your product.
Fine-tune your messaging–Leverage insights from the World Resources Institute’s (WRI) Food Service Playbook for Promoting Sustainable Food Choices to help foodservice companies effectively position menu items and maximize consumer appeal. You can better align your plant-based offerings with consumer preferences by focusing on proven strategies such as highlighting taste and using familiar names and ingredients.
Keep chefs on speed dial.
Chefs are the storytellers of food, making them the perfect conduit between alternative protein companies and consumers. Their feedback is invaluable as you refine your product to meet operator and consumer needs better, so building relationships with chefs early in product development can make all the difference. Additionally, chefs who feel invested in your product are more likely to champion it within their kitchens and networks. That’s why it’s important to budget for their time and expertise.
Several powerful partnerships have formed between chefs and alternative protein companies in the last several years: Chef Daniel Humm of three Michelin star restaurant, Eleven Madison Park, transitioned to a fully plant-based menu in 2021, partnering with the EVERY company to serve plant-based eggs. Chef Marcus Samuelson recently became a partner and advisor to cultivated meat company Aleph Farms.
The lesson is: don’t wait until your product is finished. Get it into chefs' hands early, then keep the conversation going.
Ensuring a resilient and delicious food future
One of the main goals of both chefs and foodservice providers is to feed people. What happens when threats like climate change and the spread of zoonotic diseases make it harder for them to do that?
In an ongoing New York Times series titled ‘What to Eat on a Burning Planet,’ various experts highlight the myriad issues with today’s food system and the need for sustainable solutions to feed a growing global population. A guest essay by food culture writer Aaron Timms focuses specifically on the need for chefs to expand their portfolio with more drought-resistant ingredients.
Plant-based meat requires up to 93 percent less land and 99 percent less water to produce than conventional meat. Clearly, there’s an opportunity for a symbiotic relationship between alternative protein companies and foodservice providers. As climate change increasingly impacts today’s methods of food production, alternative proteins have a strong value proposition as a more resilient and less resource-intensive way to feed the world.
Alternative proteins are one key ingredient in a more just and sustainable food system. Increasing collaboration between chefs and alternative protein companies can help us build a strong foundation for that future.
So let’s get to work.
Dig Deeper
GFI’s latest U.S. plant-based foodservice market report.
World Resources Institute’s Food Service Playbook for Promoting Sustainable Food Choices
Palate Insights’ Chef Panel and Restaurant Pulse are resources for alt protein startups.
Sodexo’s plant-based commitments
Foodservice giants are committing to plant-based menus. Plant-based companies have the opportunity to work with companies like Sodexo to help them meet those commitments.
Sodexo, Food for Climate League, and The Better Food Foundation published a peer-reviewed study that concluded that offering plant-based meals as the default leads to an increase in plant-based consumption.
Any mention of specific companies, brands, products or services herein is solely for educational purposes and does not imply endorsement by GFI nor discrimination against similar companies, brands, products or services not mentioned.
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