Market Share: Discussing The Plant-Based Evolution With Rip Esselstyn

Over the past several years, “plant-based” has sprouted into quite the buzzy term. But how exactly has the category evolved, and how has this growth impacted consumer behavior?

On this month’s Market Share, we’ll hear from Rip Esselstyn, the founder and CEO of PlantStrong and creator of the Engine Two Diet. Esselstyn, a former firefighter and a triathlete, has long promoted the benefits of adhering to a whole-foods, plant-based diet — even “before it was cool.” In 2011, after the success of his 2009 book The Engine Two Diet, Esselstyn co-founded plant-based food line Engine Two for Whole Foods Market.

Now, ten years later, he’s back launching a new brand called PlantStrong.

In this episode, Esselstyn shares:

  • How he has seen the “plant-based” category evolve, both in terms of product types and as a marketing term.
  • What he sees as the future of the category and what worries him about recent launches.
  • How he believes consumers’ increased awareness of eating plant-based products has impacted brands’ innovation plans.
  • How to stand out in a crowded category.

Watch the full video above.

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About Market Share

Market Share is an original NOSH video series where we learn how executives, leaders and key decision makers in the food industry approach strategic choices at their companies. In this series we share key takeaways for individuals in the food industry as well as untold stories of success and struggle.

About NOSH

NOSH is the leading source for informed, comprehensive coverage and context for the growing community of businesses with Natural, Organic, Sustainable, and Healthy packaged food. As the food-focused extension of BevNET.com, NOSH offers products in a variety of media that reaches engaged brands, retailers, investors, distributors, suppliers, and service providers.