The strategic importance of brand positioning in the plant protein market

Robert Lawson, Managing Partner with Food Strategy Associates from the UK, will be presenting the talk: “Getting it Right?! Quantum Leaps Forward with the Right Positioning” at the Meat-Free Summit to take place during the 14th Plant-Based Foods Summit Europe in Lille, France, 2-4 October 2019.

What can you tell us about the content of your presentation and your experiences?

As a former CEO of Quorn I have first hand experience of the challenges of building an international plant protein business.  As Managing Partner of Food Strategy Associates I am leading consulting teams advising businesses on how to develop in these early stage markets and advising investors in where to place their funds.

What is the role of your organisation can play in the protein transition?

Our consulting partners each have decades of experience at the highest level of the European food industry, enabling our organisation to help businesses position themselves effectively for growth – by supporting in brand development, in supply chain strategy, in selecting markets and channels to prioritise for investment, in finding investors and partners to support success.

Which barriers for the protein transition exist now in your society in your opinion?

Two major barriers exist for the protein transition.  Firstly products are not consistently delicious enough.  There remains too big a gap in product performance for more widespread acceptance.  And the gap can be closed both with technological breakthrough and recipe formulation.  Secondly, companies are not understanding the critical investment that is needed in brands.  Because brands are the vehicle through which we can explain to consumers the benefits of switching to a plant protein diet.

About Robert Lawson

Robert is Managing Partner and co-founder of leading food industry management consultants Food Strategy Associates.  Food strategy Associates are leading advisors to the food industry and to those investing in it.  It blends industry experience with analysis and consulting skills to deliver clients better answers to pressing problems.  In this capacity he has worked with many food companies in developing their corporate, business and brand strategy.  He also works extensively in supporting businesses in fund raising most recently with Amidori, the leading German plant protein business.

Prior to founding Food Strategy Associates, Robert had a long career in the food industry holding senior roles including CEO Quorn, M&A and Strategy Director at Premier Foods and Kraft Foods International (Now Mondelez).  He has an MBA from Insead and a BA from Oxford in Materials Science and Economics.

#Plantbased #foods #sustainability #ecosystem #foodproducts #innovation #dairyfree #meatfree #nutrition #consumer #valuechain #purchasing #ingredient #plantproteins #awards #startups #VCS #protein


About the 14th Plant-Based Foods Summit Europe, 2-4 Oct., Lille (FR)

This Summit is a key and unique opportunity to: Validate, Develop & Execute your Business & Innovation Strategies:

  • What is the opportunity for new plant-based foods from a consumer, retailing, nutrition and food processing point of view?
  • What are the future directions for new plant-protein ingredients from a user, supply, food, processing, sustainability, and value chain perspective?

Your Benefits

  • Top ratings: Insights 8.0 – Networking 8.8 – Bridge2Food 8.8
  • Special 5-in-1 Summit: Meat-Free | Dairy-Free | Plant Protein Purchasing | Plant Protein Ingredients | Plant-Based Start-Ups & VC
  • 500+ Delegates welcome you to an elite global plant-based foods eco-system
  • 30+ Networking Hours
  • Unique Innovation Tours to Innovation Centre of plant-protein industry leader Roquette & Village by CA Eco-System
  • 3 Networking Receptions & Summit Dinner
  • 65+ Speakers
  • 50+ Exhibitors

Download Brochure 

Register Now and be part of the Plant-Based Foods Network!