In a highly saturated and competitive retail and food-service marketplace, Plantega stands out as an emerging leader in fostering transformative change. Its mission, both simple and ambitious, aims to make alternative proteins universally accessible. By tapping into New York City's widespread network of independent bodegas/corner stores as a starting point for their innovative turnkey solution, Plantega has effectively introduced a 100% plant-based menu that mirrors classic deli sandwiches in more than 60 locations, integrating these healthier, sustainable options seamlessly into the fabric of daily urban living. By influencing food culture at the grassroots level, Plantega does more than just drive consumer trial, enhance brand visibility and stimulate sales; it furthers a broader goal of nudging consumer behavior toward sustainable alternatives. This session invites participants to explore the insights gained from Plantega's endeavors, the influence of its approach on consumer behavior, and the lessons learned in positioning alternative proteins as a preferred choice for New Yorkers and beyond.

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