VIENNA. On November 8, 2024, the AMA Plant-Based Forum celebrated its premiere in the Vienna Museumsquartier. The event was dedicated to the question “How plant-based is the future?” and brought together experts and interested companies from the food industry to discuss the growing importance of plant-based nutrition in Austria.
At the first AMA Plant-Based Forum, the focus was on innovative protein alternatives and, above all, regional raw materials such as crops, fruit and vegetables. More than 180 participants used the event for intensive exchange and valuable networking opportunities. Together with representatives from various sectors, it was discussed how an increased use of regional plant-based raw materials can promote plant-based nutrition – from agriculture to processing to consumers. “We have had established milk and meat specialist forums for years. Now it was time to create an exchange platform for the plant-based sector. In the plant sector, tested quality, traceable origin and good cooperation along the value chain are just as important as in the animal sectors. The entire shopping cart is the focus of AMA marketing activities,” emphasized Christina Mutenthaler-Sipek, Managing Director of AMA Marketing and Lorenz Mayr, Chairman of the Supervisory Board of AMA Marketing in their opening speech.
Future of plant-based nutrition
The renowned retail futurologist Theresa Schleicher opened the forum with an inspiring lecture about future consumer needs. She emphasized that the trend towards plant-based products – from innovative protein sources to classic fruits and vegetables – is bringing not only ethical, but also health and ecological aspects into greater focus.
Micaela Schantl, head of market research at AMA-Marketing, then presented current data on plant-based nutrition in Austria. Her comments showed that interest in plant-based foods is gradually increasing and consumers are also looking for regional and sustainable offerings in this area.
Opportunities for companies
In a lively panel discussion, representatives from companies and organizations spoke about the opportunities that plant-based products present for the food industry. Peter Stallberger (Managing Director of GoodMills Austria), Theresa Schleicher, Wolfgang Goldenitsch (President International The Hain Celestial Group), Felix Hnat (Chairman and Managing Director Vegan Society Austria) and Verena Wiederkehr (Head of plant-based Business Development Billa) discussed how companies use plant potential sustainably and to what extent new technologies can contribute to the further development of the market. In addition, it was examined what expectations consumers have of plant-based products and how companies can specifically meet them.
Plant-based products are the focus of the second topic block
Felix Hnat opened the afternoon block with a comprehensive overview of the variety of plant-based products – from vegetables and legumes to plant-based alternative products. In addition, Hnat looked outside the box and presented plant-based protein programs from other EU countries.
Roland Pöttschacher (BOKU) then focused on technological innovations and demonstrated the diverse processing options for plant-based raw materials. High-ranking representatives from VeggieMeat, efko and Berglandmilch then gave insights into their company practices and explained how they successfully use regional raw materials for plant-based alternatives.
Cooperations along the value chain are crucial
In the final panel discussion, representatives from the entire value chain came together, including Klaus Hraby (Managing Director of the efko Group), Katharina Keferböck (TANN Production Manager), Matthias Krön (President and Chairman Donau Soja), Georg Lehner (Berglandmilch Management) and Lorenz Mayr (Vice President LK NÖ and farmer). They discussed how collaborations along the production chain can strengthen the market for plant-based products. It was once again emphasized how important cooperation between agriculture, processing and trade is in order to make the best possible use of regional raw materials and to offer consumers high-quality plant-based products.
AMA Forum Vegetable offered an optimal platform for exchange
The first AMA Vegetable Forum was a great success and impressively underlined the importance of cross-industry exchange. It became clear that dialogue between different actors is a key to progress and shared success in the area of plant-based products. AMA Marketing announced that it would further deepen this dialogue in order to sustainably promote plant production. At the end, marketing manager Moritz Forster (responsible for arable crops, fruit and vegetables) and Rüdiger Sachsenhofer, head of quality and business strategy, gave a brief outlook on the upcoming key topics of AMA Marketing. The forum ended with a call: “Let’s shape the future of nutrition together – regionally and sustainably!”
