While U.S. consumers are increasingly embracing a plant-based lifestyle – U.S. retail sales of plant-based foods grew 6.2% over a record year of growth in 2020 – Plant Based Foods Association (PBFA) recognized a need for increased research and advocacy driving the plant-based industry forward. In 2022, PBFA launched a sister organization, the Plant Based Foods Institute (PBFI), to complement PBFA’s work by driving a plant-based food system transition through policy and business strategies. PBFA asked SchroderHaus to gain awareness of the launch of PBFI with earning trade and business media coverage in the lead up to the Plant Based Foods Expo, an annual gathering of plant-based leaders, organizations and brands.
To raise awareness for and engagement with PBFA’s new sister organization, SchroderHaus created and executed a media engagement plan that utilized the timeliness of the Plant Based World Expo and included the development and distribution of a press release celebrating the launch of the new organization. Additionally, the team thoughtfully developed a list of key trade and business media chosen based on their consistent coverage of the plant-based foods industry or PBFA member brands. The team leveraged the CEO of PBFA and PBFI, Rachel Dreskin, as a spokesperson, as well as key details about PBFI, including organizational focus areas and select PBFI board members from leading plant-based foods companies to emphasize the credibility of the new organization.
By implementing this trade and business media strategy, as well as leveraging notable industry experts, team SchroderHaus generated the following results:
- Surpassed the trade media coverage goal of two interviews or coverage opportunities with a total of three interviews, 11 pieces of coverage and one digital newsletter mention
- Coverage ran in a combination of trade and business media including outlets like Vox, Food Dive and Vegconomist, with a total potential reach of 12,136,500