Vienna, The City of Wieners Turns to… Veggies?
Well, well, well! What do we have here? Vienna, often associated with schnitzels and strudels, has decided to host the AMA Plant-Based Forum on November 8, 2024. What’s next? A croissant café that serves only gluten-free croissants? Oh, the humanity!
The Forum of Future Veggie-Lovers
This event saw over 180 enthusiasts gather, presumably wearing kale-themed apparel, to discuss the pressing question: “How plant-based is the future?” Because when you think about the future, of course, what immediately comes to mind is whether those plants can compete with the lure of a nice, juicy steak! The focus was on innovative protein alternatives. If tofu could talk, I imagine it would say, “Hang on! I’m just as juicy, I promise!”
Regional Ingredients Steal the Show
Talk about returning to your roots…literally! The experts all agreed that using regional raw materials is critical. Christina Mutenthaler-Sipek, the Managing Director of AMA Marketing, wasn’t shy about highlighting that quality and traceability in plant-based products might just be as vital as it is for your beloved cheeseburger. Who knew the humble carrot could have such a prestigious lineage?
The Future is Plant-Based, or So They Say!
Retail futurologist Theresa Schleicher kicked things off with a lecture that promised to forecast future consumer needs. Yes, consumers are not just going to care about ethical and health aspects; they want vegetables to be fancy too! If carrots could wear bow ties, they’d be the talk of the vegetable aisle by now!
Data Dives into Plant-Based Preferences
Micaela Schantl from AMA-Marketing laid out the facts, showing that Austrians are slowly warming to the idea of swapping their beloved meats for, dare I say, fewer meatballs? It seems consumers are in search of “regional and sustainable offerings.” One can only hope that includes more than just a sad-looking salad!
What’s on the Menu for Companies?
In what can only be described as a heavyweight bout of the food industry, panellists including Peter Stallberger and Felix Hnat squared off on how companies can tap into the green gold that is plant-based potencial. Spoiler alert: It’s all about being sustainable and leveraging consumer expectations! Imagine a world where company meetings revolve around how many types of beans one can cram into a product… now that’s progress!
Taking Notes from Abroad
Felix Hnat also took a gander across the EU to see how other countries are rocking the plant-based protein scene. Let’s just say, if they’re doing it with an enthusiasm that rivals my morning coffee, it’s bound to be a hit!
Cooperation: The Key Ingredient
As we reached the final panel discussion, a motley crew of representatives discussed how collaboration along the production chain is crucial. Yes, even farmers need to work together—because, as we know, a cornfield divided is a cornfield conquered! The mantra here was clear: Grow together, process together, and, for heaven’s sake, let’s all make gluten-free pasta that doesn’t taste like cardboard together!
A Successful Veggie Gathering
The AMA Forum Vegetable clearly smashed it out of the park! With a gathering that emphasized cross-industry collaboration—because who doesn’t want to hold hands and sing Kumbaya while learning about legumes?—it’s clear that dialogue is essential for shared success in this plant-based renaissance.
Taking Forward Momentum
As Moritz Forster and Rüdiger Sachsenhofer laid down plans for the future, a bold message echoed: “Let’s shape the future of nutrition together – regionally and sustainably!” Well, let’s hope that means something more compelling than just carrot juice in a lunchbox. The future is bright and green, folks!
So, there you have it! The AMA Plant-Based Forum went off without a hitch, and the future of nutrition looks like an increasingly vibrant salad bowl. Let’s hope they remember to include the dressings – what’s a salad without a bit of zest?
VIENNA. On November 8, 2024, the highly anticipated AMA Plant-Based Forum had its grand debut at the iconic Vienna Museumsquartier. This inaugural event was dedicated to exploring a pressing question: “How plant-based is the future?” It drew together a diverse audience of experts, innovators, and businesses within the food industry, all eager to engage in discussions about the increasing significance of plant-based nutrition across Austria.
At this groundbreaking forum, attendees concentrated on innovative protein alternatives, particularly highlighting the use of locally sourced raw materials such as crops, fruits, and vegetables. A remarkable turnout of over 180 participants engaged in constructive dialogue, seizing the opportunity for professional networking. The discussions revolved around the potential of expanding the use of regional plant-based ingredients, covering all stages from agriculture and processing to consumer end use. “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, alongside Lorenz Mayr, Chairman of the Supervisory Board of AMA Marketing, in their opening address.
Future of plant-based nutrition
The forum commenced with a thought-provoking lecture by the esteemed retail futurologist Theresa Schleicher, who discussed evolving consumer needs in the context of plant-based nutrition. She underlined how the shift towards plant-based products—from new protein sources to traditional fruits and vegetables—underscores ethical, health, and ecological dimensions that are becoming increasingly vital to consumers.
Opportunities for companies
Representatives from various organizations participated in a dynamic panel discussion about the growing opportunities that plant-based products present to the food industry. Key figures including 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) explored strategies for sustainably leveraging plant potential and the role of new technologies in advancing the market. They also addressed consumer expectations surrounding plant-based products and offered insights on how businesses can effectively cater to these demands.
Plant-based products are the focus of the second topic block
Felix Hnat initiated the afternoon session by providing a thorough overview of the extensive range of plant-based products available—from vegetables and legumes to innovative plant-based alternatives. He further broadened the discussion by presenting successful plant-based protein initiatives from several other EU nations.
Cooperations along the value chain are crucial
Concluding with a vital panel discussion, key representatives from various segments of the value chain convened, 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). This session focused on how strategic collaborations across the production chain could bolster the market for plant-based products. The conversation reinforced the crucial importance of collaboration among agriculture, processing, and retail to maximize the usage of regional raw materials while delivering premium-quality plant-based options to consumers.
AMA Forum Vegetable offered an optimal platform for exchange
The inaugural AMA Vegetable Forum proved to be an outstanding success, further highlighting the critical need for cross-industry dialogue. The event clearly illustrated that meaningful conversations among various stakeholders are key to fostering innovation and achieving shared successes within the plant-based sector. AMA Marketing has committed to deepening this dialogue to improve and sustainably advance plant production in Austria. To conclude, marketing manager Moritz Forster, who oversees arable crops, fruits, and vegetables, along with Rüdiger Sachsenhofer, head of quality and business strategy, provided insights into the upcoming key topics for AMA Marketing, issuing a rallying cry: “Let’s shape the future of nutrition together – regionally and sustainably!”
**Interview with Christina Mutenthaler-Sipek, Managing Director of AMA Marketing, on the AMA Plant-Based Forum 2024 in Vienna**
**Interviewer:** Christina, thank you for joining us today! Vienna is known for its rich culinary traditions, primarily focused on meat and dairy. What inspired the AMA to host the Plant-Based Forum this year?
**Christina Mutenthaler-Sipek:** Thank you for having me! Vienna, while beloved for its schnitzels and pastries, is also evolving to meet the shifting preferences of consumers. With more people showing interest in plant-based diets, we felt it was high time to create a platform for dialogue about sustainable nutrition. The forum was designed to foster discussions around innovative protein alternatives and the importance of using regional ingredients.
**Interviewer:** It sounds like a fantastic initiative! During the event, you emphasized the significance of traceability and quality in plant-based products. Could you elaborate on why these aspects are crucial?
**Christina Mutenthaler-Sipek:** Absolutely! Just as consumers demand high-quality and traceable origins for animal products, the same standard should apply to plant-based options. Knowing where food comes from and how it’s grown not only builds trust with consumers but also encourages sustainable agricultural practices. This traceability can transform humble foods like carrots into star ingredients.
**Interviewer:** There was a buzz about regional and sustainable offerings at the forum. How do you see the future of these offerings in the Austrian market?
**Christina Mutenthaler-Sipek:** The future is definitely bright! Austrians are becoming more conscious of their food choices, seeking out options that are both sustainable and locally sourced. The demand for innovative, high-quality plant-based products is increasing, and I believe food companies that focus on these principles will thrive. Our goal is to encourage collaboration across the industry to enhance the plant-based landscape.
**Interviewer:** That sounds promising! How do you envision collaborations among various stakeholders in the food industry impacting the plant-based sector?
**Christina Mutenthaler-Sipek:** Cooperation is vital. Whether it’s farmers working together, brands collaborating on new products, or retailers optimizing distribution chains, we are stronger when we unite our efforts. By sharing knowledge and resources, we can improve overall quality and create an inspiring product range that consumers will love.
**Interviewer:** what message would you like to convey to those skeptical about the plant-based movement in Vienna?
**Christina Mutenthaler-Sipek:** I’d say keep an open mind! The plant-based movement isn’t about taking away beloved dishes but rather enhancing our food choices. There is a whole world of flavors and preparations that can complement traditional cuisine. So let’s embrace this culinary evolution together—after all, the future is tastier when we allow new ingredients to shine!
**Interviewer:** Thank you, Christina! It’s been a pleasure discussing the future of plant-based nutrition in Austria with you. We look forward to seeing how these initiatives unfold in the coming years!
**Christina Mutenthaler-Sipek:** Thank you! The pleasure is mine, and I’m excited for what lies ahead!
