When to Risk It with Jaime Athos, President & CEO, The Tofurky Company

To play this video, become a BevNET/NOSH Insider or Login.

Jaime Athos, president & CEO, The Tofurky Company, discussed the chances brands take when they align themselves with specific beliefs and establish a story to live by.

Athos discussed Tofurky’s decision to fight Missouri’s law which would ban companies from calling plant-based meat alternatives “burgers.” Athos believed that “confusing nomenclature” like the word “simulated” would deter customers from purchasing plant-based products.

For Tofurky, goals with a social purpose are essential in leading consumers away from destructive global trends.

“It’s not risky if you’re doing the right thing, ultimately,” said Athos.

Recorded during NOSH Live Summer 2019 in New York City.

Learn more about NOSH Live, a two-day conference for the natural food industry, at noshlive.com