(English) Best Practices

Earth Grown Foods TA Plant It About the company
As a 2nd generation food-obsessed Irish family business, coming up with properly tasty recipes is in our DNA. We are setting out with a simple mission - to showcase the amazing potential of plant-based food. Our team of chefs, product innovators and food technologists aren't just experts, they are first and foremost food lovers, dedicated to making delicious products that happen to be plant-based. We have our own facility specifically dedicated to plant-based food production. We have developed a breakthrough proprietary technology which creates novel structured proteins from a variety of plant sources and delivers best-in class texture and mouthfeel experience. All our products are nutritionally balanced, clean label, fortified with calcium, iron and vitamin B12.
Key Sustainability Commitments
· Continue to plant more trees worldwide.
· Reduce electricity usage.
· Continually adapting our packaging materials to ensure ease of recycling.
· Ensuring our products are a minimum source of dietary fibre.
· Use raw material suppliers with sustainability certificates.
· Reduce our total waste. https://www.instagram.com/plantitfoods/

Communication & Marketing

Our mission is to choose good and do good through inspiring better choices at mealtimes by creating a range of nutritious and delicious meat-free products as well as working towards a greener future by embracing our name and quite literally, planting it.

We have planted the first 15,000 native trees in Ireland and the UK.

They sustainability message is at the heart of their communications strategy. For a small and young company they have used social media effectively https://www.instagram.com/plantitfoodco/

And they have used a Irish Celebrity chef to endorse their products and using it in the cooking demos to show how to use the products

Reaching their audience – they have concentrated on Instagram as their Social media channel and they have attended live events such as the consumer show Bloom in the park. They have joined other networks that promote Irish food such as Love Irish Food and Origin Green. These promote the provence of the food and the way it is being sold. They have concentrated on their name Plant it and linked this with some sustainability activity they have undertaken with planting trees and reforestation.

They spent the first year of business concentrating on trade links, now as they grow and thrive they concentrate on growing their social followers and engage with their consumers around.

Where to buy their product

How to use and store the product

Usage occasions

The good that the product is doing.

5,000 followers on Instagram in a small space of time and a small market

Listed with key retailers in Ireland and engagement with key stakeholders

Winner of the 2021 V Awards and voted by the IFSA’S Ireland’s best sustainable food,

Meat free is on the rise, but getting consumer to engage with meat free from traditional cooking cultures is difficult.

They have used the why and how to use their product in their marketing communication to help consumer cross the barrier of usage. Engaging a celebrity chef, Going to live events and relying on socials with get the feel and taste of the product into consumers hearts and minds.

Accessed 30/6/23: https://www.origingreen.ie/who-is-involved/manufacturers/prepared-food/earth-grown-foods-ta-plant-it/

Accessed 30/6/23: https://www.plantit.com/