The Third Wave of Plant-Based:

Kerry Song on Wellness, Cravings, and the Middle Path

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About the Guest

Kerry Song is the Founder and CEO of Abbot's, where she leads the company’s mission to redefine plant-rich eating with clean-label, veggie-forward foods that prioritize wellness, sustainability, and craveability. Inspired by her personal health journey overcoming a serious autoimmune condition through a plant-rich, whole-food diet, Kerry launched Abbot’s to make nutritious, delicious, and functional foods accessible to all.

With a Bachelor’s degree in Economics from Princeton University, Kerry began her career in corporate finance, working at Citigroup GCIB and Morgan Stanley, before transitioning into brand strategy and marketing at Tony Robbins. Her passion for wellness and strategic leadership led her to launch Abbot’s Butcher in 2017 at farmers’ markets in Southern California. Today, the company has grown into a category leader, with distribution in over 4,000 retailers nationwide, including Sprouts, Publix, and Target, and has been named Whole Foods Supplier of the Year.

Under Kerry’s leadership, Abbot’s has achieved a remarkable growth trajectory, driven by its innovative product portfolio of veggie-forward, nutrient-dense foods packed with superfoods and functional ingredients. Kerry’s vision for the company extends beyond food, positioning Abbot’s as a wellness-driven brand that resonates with flexitarian and health-conscious consumers.

Kerry is committed to building a purpose-driven company that balances growth with impact, delivering craveable foods that nourish healthy lifestyles while fostering a culture of collaboration, innovation, and excellence.

About this episode

Kerry Song, founder and CEO of Abbot’s, returns to Eat For The Planet to talk about what’s next for plant-based food in a market that’s waking up from the hype. From clean-label burgers to consumer trust, we unpack how the third wave of plant-based is emerging—not through mimicry, but through honest, craveable food that works. This episode explores the space between bleeding burgers and bland bean patties—and why it might be the most powerful place to be.

Key Takeaways

  1. The plant-based category isn’t collapsing—it’s detoxing. Consumers are rejecting ultra-processed gimmicks, not plant-based food itself.

  2. Abbot’s never tried to mimic meat. Instead, Kerry built the brand around whole ingredients, culinary satisfaction, and wellness.

  3. There’s power in the middle. Kerry’s newest burger isn’t trying to bleed—it’s trying to taste good, nourish your body, and be a regular part of your routine.

  4. The narrative is shifting toward health and trust. As more flexitarians enter the space, clean labels and ingredient transparency matter more than ever.

  5. Kerry’s journey began with healing. Her own recovery from autoimmune illness shaped Abbot’s commitment to food as medicine.

  6. Sustainability isn’t enough. Plant-based products must taste great, feel familiar, and be easy to integrate into everyday life.

  7. We’re entering the third wave. The next phase of plant-based isn’t about spectacle—it’s about real food, done well.