Winning the Consumer Mindset:

Indy Kaur on Driving Plant-Based Adoption and Building Trust

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About the Guest

Indy Kaur is the CEO and founder of Plant Futures Collective, a pioneering agency supporting plant-based businesses and investors in the UK. She works closely with stakeholders across the entire food supply chain, from manufacturers and suppliers to brands and retailers, developing innovative commercial and category strategies to drive growth toward a healthier, more sustainable food system.

Her visionary leadership has united more than 200 individuals representing over 100 businesses, retailers, and advocacy groups to tackle shared challenges hindering growth, uncovering opportunities for collective action. In 2025, she will spearhead the launch of groundbreaking initiatives, including a world-first coalition of over 30 brands supported by global advertising agency M&C Saatchi to amplify Meat Free Monday and boost category penetration.

Indy’s transformative work is reshaping plant-based food and diets in the UK, while laying a bold roadmap for growth with the potential to inspire and influence international markets.

About this episode

In this episode of Eat for the Planet, Nil Zacharias engages with Indy Kaur, founder of Plant Futures Collective, to discuss her path in the food industry, her pivotal work at Tesco, and her current mission to drive plant-based adoption. The conversation highlights the challenges and opportunities in the plant-based food sector, emphasizing trust-building, storytelling, and collective action to overcome barriers to consumer adoption and create a sustainable future.

Key Takeaways

  1. Personal Journey and Inspiration
    Indy’s Indian-African-British heritage and upbringing as a vegetarian deeply influenced her passion for plant-based eating, combining affordability, health, and sustainability.

  2. The Tesco Plant-Based Revolution
    Tesco’s bold leadership and Derek Sarno’s innovative vision were instrumental in shaping the UK’s plant-based market, with Indy contributing to the initiative’s strategic growth.

  3. The Challenges of Consumer Adoption
    Misconceptions about the nutritional necessity of meat and dairy, coupled with skepticism about plant-based alternatives, underscore the need for clear and unified messaging.

  4. Plant Futures’ Mission and Approach
    Plant Futures mobilizes industry stakeholders to collectively tackle challenges through actionable insights, partnerships, and innovative campaigns, such as their collaboration with M&C Saatchi.

  5. The Importance of Storytelling and Trust
    Building consumer trust requires addressing emotional and cultural fears about food safety while leveraging trusted voices like farmers and health professionals.

  6. The Future of Plant-Based Foods
    Growth will hinge on collective action, emotionally resonant marketing, and simplifying supply chains to create a seamless path to market for plant-based products.