Source: ProVeg International


Tuesday, October 25th, 2022

Webinar: Price parity as a driver of plant-based sales – meet the speakers

Earlier this year, plant-based meat in the Netherlands was reported as being cheaper on average than conventional meat, with research by Questionmark finding that plant-based burgers in the country were 78 cents cheaper per kilogram than animal-based burgers. However, with over half of Europeans saying that cost is a key barrier to eating more plant-based products,[1] price remains a sticking point when it comes to increasing consumer adoption.

Source: ProVeg International (2022)

Aiming for price parity with animal-based products is key to making plant-based products more appealing and accessible to consumers. However, considering the current subsidies afforded to the meat and dairy industries, plant-based products are already at a disadvantage when it comes to keeping costs low. Combined with the current cost-of-living crisis, this constitutes a major hurdle for plant-based businesses to overcome. Luckily, our experts will be on hand to offer advice and explore strategies in our next webinar on 3 November…

Meet the speakers

Philipp Marreck – Global Product Manager Plant-Based Ingredients, Döhler

Philipp Marreck
Source: Philipp Marreck

Our first speaker, Philipp Marreck, is a B2B food-and-beverage professional keen to support the rise of plant-based nutrition. He has worked for leading ingredients manufacturer Döhler Group for the past twelve years. While he is currently focused on the plant-based category, Marreck has a commercially-driven background and was previously Head of Pricing at  Döhler. 

For Marreck, price parity does not necessarily mean reducing the current price of plant-based products, but rather creating a fair playing field with animal-based products…

“Price parity of plant-based products with animal-based products is achievable, but must be studied thoroughly per category (i.e. drinks vs plant-based meat vs yoghurts). At the same time, animal-based products are underpriced in retail, which is why my personal opinion is that the price levels of animal-based products should be corrected upwards.” Philipp Marreck – Global Product Manager Plant-Based Ingredients, Döhler

Piotr Lubiewa Wieleżyński – Director of Sales Development, Carrefour Polska

Piotr Lubiew Wieleżyński
Source: Piotr Lubiewa Wieleżyński

Our second speaker, Piotr Lubiewa Wieleżyński, is responsible for identifying new trends and transforming them into commercial reality in his role at retail giant Carrefour. He has extensive experience in various areas, from operations to supply chain to purchasing and strategy planning for international retail chains. Alongside his work at Carrefour, he is also a mentor for the startup accelerator

The fight for price parity for plant-based products is the next step to make in order to achieve bigger scale.”

Piotr Lubiewa Wieleżyński

Director of Sales Development, Carrefour Polska

Rob Reames – VP Commercial at Eatplanted

Source: Rob Reames

Our final speaker, Rob Reames, has previously worked for major  global brands such as PepsiCo, Reckitt, Danone, and Alpro. Reames is passionate about accelerating the growth and adoption of meat alternatives as part of both plant-based and flexitarian diets. His role at EatPlanted sees him growing and leading their international business in Europe and Export markets.

Register today

If you’d like to hear more from our experts and ask them your questions relating to price parity, register for our webinar Price parity as a driver of plant-based sales,which takes place on 3 November.

Our New Food Insights webinar series features engaging interactive discussions with industry experts in order to help food-industry leaders harness the power of plant-based foods and ingredients. You can find all our previous webinars on the New Food Hub. Make sure that you never miss a webinar by subscribing to our monthly Food Industry and Retail Newsletter. 

Interested in this topic?

Check out our actionable guide: 3 ways to achieve price parity and drive sales, available on the New Food Hub. We outline the top three strategies that retailers can use to increase overall revenues while accelerating the mainstream adoption of plant-based products.


1 Smart Protein project (2021): What consumers want: A survey on European consumer attitudes towards plant-based foods. Country specific insights. European Union’s Horizon 2020 research and innovation programme (No 862957). Available at

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