The growing influence of Veganuary on foodservice

A plant-based, veg-first revolution with Strong Roots – putting the ‘veg’ in Veganuary

As another new year unfolds, Veganuary once again takes the spotlight, urging consumers worldwide to adopt a plant-based lifestyle throughout January. This global movement, gaining momentum in recent years, is not only shaping consumer choices but is also continuing to revolutionise the foodservice landscape. In 2023, over 700k participants from 228 countries embraced Veganuary, with 78% intending to make significant dietary changes, showcasing the ongoing growth of this trend.

Consumer shifts and plant-based preferences

The surge in Veganuary participants reflects a broader transformation in consumer preferences. In 2024, what was once considered a temporary commitment for January has evolved into a year-round lifestyle for many. Restaurants, initially hesitant to incorporate plant-based options, now recognise the economic and environmental advantages. Diversifying menus with innovative plant-based offerings not only attracts a wider customer base but also aligns with prevailing values of sustainability and cruelty-free dining.

Culinary creativity in the foodservice industry

Veganuary serves as a catalyst for change in the foodservice industry, inspiring chefs to innovate with plant-based ingredients. In the past, vegan dining often meant uninspired salads, bland meat mimics or basic vegetable stir-fries. However, 2024 sees a plant-based revolution in foodservice, where restaurants must seek to reimagine traditional dishes with plant-based twists, meeting growing consumer demand for new, flavourful and exciting veg-first choices.

Strong Roots' contribution to plant-based menus

Understanding the challenges faced by operators in introducing tasty plant-based options, Strong Roots offers a range of five foodservice-tailored veg-first squad of products. Packed with flavour and the goodness of real vegetables, these products simplify back-of-house operations and provide ease of application for a diverse plant-based menu. Strong Roots champions the placing of real vegetables at the centre of the plate, creating culinary heroes out of plant-based ingredients.

What’s more, Strong Roots recognises the difficulties that operators encounter when adapting to new menu options. To streamline the process, these popular retail products, adapted specifically for foodservice, are designed to be quick-to-cook, ensuring a hassle-free integration into existing menus. To further inspire operators, Strong Roots offers inspiration on its website with easy-to-adopt recipes from simple risottos to classic burger recipes, providing an accessible boost for menu innovation.

Meeting consumer expectations across dayparts

The demand for plant-based options extends beyond taste and flavour. Consumers now expect operators to offer plant-based choices throughout the day, creating a degree of additional challenge for the foodservice industry. Strong Roots recognises this and provides a variety of dishes that operators can seamlessly incorporate into their menus, meeting consumer demands at any time of the day.

Environmental consciousness and responsibility

As consumers become more environmentally conscious, their expectations extend beyond menu offerings to the practices of the operators, putting pressure on to choose suppliers that reflect these values. Strong Roots, as a certified B-Corp, is dedicated to environmental and social responsibility, setting the standard for sustainable practices in the food industry. Displaying the Carbon Cloud footprint on every product allows operators to showcase their commitment to sustainability directly to operators and consumers, aligning with the broader eco-conscious movement.

Consumer-centric menu innovation

The desire for plant-based options isn't limited to taste; it's a lifestyle choice rooted in health consciousness, environmental awareness, and ethical considerations. Strong Roots recognizes the multifaceted nature of this shift and offers a diverse range of veg-first options that cater to various tastes and preferences. With that in mind, there is also a decline in the desire for meat-mimic options as consumers grow conscious of their integrity and ingredients. Instead, the foodservice industry sees a rise the demand for veg-centric choices, that celebrate veg authenticity.

Building a future-proof foodservice strategy

As Veganuary becomes more than just a passing trend, operators face the challenge of building a future-proof foodservice strategy. Strong Roots offers not just products but a partnership in navigating this transition. By aligning with a brand committed to environmental responsibility and culinary innovation, operators position themselves at the forefront of a transformative movement shaping the future of dining. The strategic incorporation of diverse plant-based, veg-first options not only meets the rising demand for healthier choices but also positions operators at the forefront of a culinary revolution rooted in sustainability and conscious consumption.

Conclusion

Veganuary's influence on consumer eating habits and the foodservice landscape is undeniable. The annual event has evolved beyond a temporary commitment, driving a continuous shift towards plant-based lifestyles. Strong Roots, with its commitment to providing innovative and convenient plant-based options, stands as a key player in supporting foodservice operators in this evolving landscape. In partnering with Strong Roots, operators can seamlessly navigate this shift, meeting consumer expectations and contributing to a more sustainable future. As the plant-based revolution continues, the collaboration between consumers, operators, and brands like Strong Roots is instrumental in reshaping the future of dining.

Head to ‘our patch’ for recipe inspiration and more details about Strong Roots' Foodservice range.

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