Old Wine in a New Bottle
Time To Join The Plant-Based Food Bandwagon!
South Asia’s Rich Tradition OfVegetarian CuisinePresents You With A Unique Opportunity To Capitalize On The Plant-Based Food Trend Sweeping North America Now
What Is Plant-Based Food?
The term ‘plant-based foods’ refers to the category of whole foods sourced exclusively from plants. And while it soundslike ‘veganism’ or ‘vegetarianism’, there is a crucial difference. Unlike vegans/vegetarians, people on plant-based dietsare flexible in their food choices and have no qualms about consuming animal meat and animal-based products.Their only requirement relates to a major part of their meals comprising plant-based whole foods such as fruits, vegetables, nuts, seeds, healthy oils, whole grains, legumes, and beans—in line with modern medical thought.
Plethora Of Options
South Asian traders are in a great positionvis-à-vis the growing plant-based food market. You can easily take advantage of the region’s rich vegetarian legacy to showcase popular fruits, vegetables, grains, oils, legumes, etc. that subcontinental populations have been consuming for eons.
Below we list seven foodstuffs you could stock/sell to take advantage of the emergent market. Some of these products are indigenous to South Asia while others have been coopted into subcontinental cuisine through centuries of cultural exchange and adaptation.
1. Chickpea: The interesting thing about chickpea or Bengal gram is that it did not originate in Bengal! A common ingredient in many kinds of pasta, salads, soups, stews, curries, and hummus, the earliest evidence of chickpea is found in regions such as Jericho, Turkey, and Greece.
Chickpea is packed with nutrients such as folate, iron, phosphorus, copper, manganese, and protein. The crop is grown in the Indian subcontinent, Ethiopia, Mexico, Iran, Turkey, as well as some European and South American countries.
2. Cauliflower: Cauliflower is so popular in the subcontinent that it might as well have been an indigenous vegetable! Primarily a winter crop, the perennial demand for cauliflower ensures its availability throughout the year. Its distinct taste and texture and make it a universal favorite of consumers. The veggie is highly versatile, lending itself extremely well to roasts, fries, curries, bakes etc.
Some new innovations such as cauliflower rice and cauliflower pizza crust also present an attractive commercial opportunity for sellers. Cauliflower contains Vitamin C, Vitamin K, Vitamin B6, folate, potassium, manganese, pantothenic acid, magnesium, and phosphorus. It is a good source of antioxidants and helps in weight loss.
3. Pigeon pea: The legume was domesticated in the Indian subcontinent from where it traveled to Africa and Europe. Famous in the region as toordaal, it is a rich source of protein, dietary fiber, thiamin, magnesium, phosphorus, potassium, copper, manganese, and folate. It prevents anemia, improves growth and development, and reduces inflammation. Add to these effective weight management properties and you have a winning product that is sure to attract buyers.
4. Millets: Pearl millet (bajra) has been grown in South Asia and Africa for millennia. It contains carbs, protein, fat, fiber, Vitamin A, Vitamin C, calcium, iron, and zinc. It helps manage diabetes, promotes heart and gut health, and aids in weight loss.
Other types of millet such as finger millet (ragi) and sorghum (jowar) are also grown in South Asia though they are not indigenous crops. Millets are excellent gluten-free cereal options loaded with fiber and nutrients.
5. Bitter melon: Known for its distinctive taste, bitter melon (karela) is a rich source of Vitamin A, Vitamin C, fiber, folate, potassium, zinc, and iron. It can help reduce blood sugar, cholesterol, and is believed to have anti-cancer properties. Its high fiber content makes it a valuable ally for weight loss.
Karela is said to have originated in the south Indian state of Kerala from where it probably got its name. From there it traveled to China in the 14th century.
6. Moringa: Native to the Indian subcontinent, moringa is a superstar in the world of plant-based products. It is rich in protein, Vitamin B6, Vitamin C, riboflavin, iron, Vitamin A, magnesium, antioxidants, and bioactive plant compounds. It is said to lower cholesterol, blood sugar, and reduce inflammation.
Moringa is sold in the market as a health supplement in the form of powder and capsules. Why not stock up on actual stuff imported straight from the country of its origin for your American customers and give them the real deal?
7. Jackfruit: Jackfruit is a tropical fruit that originated in the Western Ghats and belongs to the fig and mulberry family. It contains protein, fiber, Vitamin A, Vitamin C, riboflavin, magnesium, potassium, copper, and manganese. It helps control blood sugar, inflammation, heart disease, cancer, boosts immunity, and promotes skin health.
Apart from eating it as a fruit, jackfruit is also consumed as a vegetable. When eaten in this form it has a fleshy texture which makes it a good alternative to processed plant-based meats.
Rapidly Growing Market
Contemporary issues such as climate change and prevention of animal cruelty,coupled with growing awareness about the health benefits of plant food,are driving the plant-based diet trend in North America.
The trend has inspired many major global and US-based food companies such as Smithfield, JBS, and Nestle to jointhe bandwagon.
Worth $4.5 billion in 2019, the US market for plant-based foods grew by 31% since April 2017 as per a study commissioned from SPINS, a wellness-focused data technology company.
The market for plant-based meat grew by 10% compared to 2% for animal meat; that of plant-based cheese grew by 19% compared to 0% growth for animal-based varieties;plant-based milk grew by 6% compared to -3% growth for dairy.
Additionally, the overall market for plant-based foods is expected to reach $6.43 billion by 2023 according to a Markets & Markets study. A report by Nielsen says 40% of Americans are making a conscious decision to increase their plant-based food intake.
Meanwhile, Canada’s largest food and consumer products-related industry body,Food & Consumer Products Canada, launched a separate division with the intention of furthering the interests of plant-based food businesses and consumers.
Marketing Your Business
This is an opportune momentto market yourself as a plant-based food business.
Once you’ve decided to reposition your brand, it must be followed up by good marketing. Three effectivemarketing techniques you can use are listed below:
i. Digital Marketing: Get a well-optimized website so that people are able tolocate you online. You may use different marketing techniques such as SEO,social media marketing, search engine advertising, Google Maps/Google My Business marketing, and so on. Digital marketing has become critical nowadays what with millennial consumers relying on the internetto find relevant products/businesses.
ii. Flyers and Brochures: This is an efficient marketing technique for local businesses that have stood the test of time. Focus on the illustrations and descriptions to give mainstream consumersthecorrect idea of each product as they may not be familiar with many of them. Giving attractive discounts is one way to build momentum for your business and enhance brand awareness.
iii. Advertising: Running an ad campaign in local radio/TV/print channels is an effective (but expensive) way to communicate with your customers. Keep the communication clear, simple, and concise for the best results. Get an expert to help you out so that you get the maximum bang for the buck.
For more marketing ideas, contact food marketing expert Bharat Joshi at bjoshi@evernewint.com
Conclusion
The rising popularity of plant-baseddietsin North America is an excellent opportunity to promote the virtues of indigenous South Asian foodstuffs. Positioning yourself as a plant-based food product seller could be a win-win situation for all bringing advantages such as improved revenue, showcasing your culture, and endorsing healthy eating.