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Competitive Allies

When another plant-based brand succeeds, it’s not just growing its business—amplifying our shared mission, helping shift perceptions, changing behaviours, and challenging the status quo.

Every new vegan product that gains mainstream acceptance makes the next one easier to launch. Every successful brand helps normalize plant-based choices. Every innovation opens minds to new possibilities.

In the long game of cultural transformation, we need more voices, not fewer. More innovations, not less. More brands showing different ways to embrace compassionate and sustainable choices.

Yes, we need to differentiate and position appropriately, but our real competition is the deeply entrenched systems and behaviours we’re all trying to change.

The question is how to win together against outdated norms, traditions, and societal expectations that harm everything we care about.

The answer? To show up consistently with empathy and generosity. To innovate, collaborate, welcome new ideas, evolve, adapt, and move forward.