‘Got Plant-Based Milk?’: US Industry Leaders Look to Form Marketing Coalition to Rival Big Ag

Leading US plant-based food companies are considering forming a coalition to counter negative media coverage and targeted ads by Big Ag. The coalition, set to launch in 2024, aims to combat attacks on plant-based products, with past incidents including a smear campaign against alt-meat by the Center for Consumer Freedom. The group plans a multifaceted national marketing campaign to promote plant-based foods and challenge misconceptions spread by the meat and dairy industry.

While some skeptics doubt the coalition's effectiveness, industry leaders believe a unified approach is necessary to push the plant-based category forward. However, funding remains a challenge as there is no established system, like the Beef Checkoff program for cattle producers, to support the plant-based industry. Nonetheless, advocates emphasize the need for cooperation and advocacy to drive long-term change in the food system.