Rabobank to chicken execs: Plant-based meat mimicry ‘hit a wall’

SANDESTIN, Fla. — Plant-based product manufacturers should shift their focus from mimicking animal protein products, in order to complement meat on the plate instead of trying to replace it.

So said Rabobank's JP Frossard, vice president, consumer foods, to attendees at the recent Chicken Marketing Summit here. Plant-based alt-meat makers' efforts, he said, have “hit a wall.”

While the plant-based market surged during the pandemic, dollar sales and volume are down 10…