COVID-19 as a trigger of public campaigns for healthier lifestyles: The case of plant-based food producers of Poland

Impacting the public health systems, COVID-19 has also led to a change in consumer behavior in an unexpected area: healthier choices in nutrition. One of the major changes, accelerated by the pandemic, is a global shift towards plant-based foods.

In many countries, this shift is unfortunately hindered by existing legislation, which still favors and protects animal-based food producers from their plant-based counterparts.

In his presentation, Sebastian Tolwinski will share the case of Upfield, a leading producer of plant-based foods in Poland, and its peers in the industry. He will share key milestones and outcomes in Upfield’s recent PR/GR campaign to protect plant-based food producers from legislative discrimination:

• How the campaign used media and consumers to influence decision-makers;
• The difference engaging with think-tanks and civil society makes;
• Building a coalition makes it easier to get necessary amendments to balance regulations.

Speakers

Sebastian Tolwinski Head of Regional Corporate Affairs & Public Relations at Upfield