Everyone agrees the food system needs to change. The science is loud, the urgency is real, and plant-based innovation is moving fast. But strategy alone won’t move an industry. Transitions happen when people inside companies believe in the mission—and feel empowered to act on it. Rutger Rozendaal, CEO of The Vegetarian Butcher, runs a company that was built for this shift from day one. No legacy meat business to slowly steer in a new direction. Just a bold mission: make plant-based the new normal. From campaigns that mobilize millions to partnerships that shake up the value chain, Rutger shares what it really takes to scale a movement from the inside out. Expect honesty about the idealism, the growing pains, and the cultural glue needed to keep teams energized while the world around them changes.

Joining him on stage is an expert from SOL, an organization working with more than 20,000 professionals across the food sector. She’ll zoom out from the company level to the industry level. Because the protein transition isn’t just about products—it’s about people. How do companies attract, develop, and retain talent while the sector transforms? And what kind of organizations will actually thrive in this new food system?

This session is powered by SOL