Track I: Consumer & Market Insights

• Brand Loyalty and Trust: Driving a Movement - Linda Nordgren, Oatly

With a mission to make it easier for people to eat better and live healthier lives without recklessly taxing the planet’s resources, Oatly is driving a movement to get people to replace cow’s milk with oat drink, using communication as one of the key drivers. If you’re committed to driving a movement, there’s no room for people-pleasing. Stay true to your mission, fearlessly so. And be prepared to get involved in complex, difficult conversations. Driving a movement is about getting people to take action, to change habits. Can a company really take on a big task like that?

• Cross Industry Collaboration and Innovation Partnerships: Innovation Partnerships and Co-creation with Customers for Success - Sandy De Houwer, Cargill

This presentation will highlight Cargill’s mission in the Meat & Dairy Alternatives categories, how Cargill works with customers to co-create solutions that fit their business needs, and Cargill’s investment in partnerships to accelerate emerging technologies and scale-up production.

• How to Navigate in a Red Ocean - Henrik Lund, Naturli

This presentation will delve into the success of the Naturli brand amidst economic challenges. It will examine how Naturli manages to maintain price parity with animal-based products and explore its market strategy, including venturing into categories like seafood, contrasting with the trend of other brands focusing on enhancing core products rather than diversifying. Additionally, it will discuss Naturli's target demographic, the mainstream consumer, and the rationale behind this strategic focus.