What happens when a branding mastermind turns his focus to the protein transition? Momentum. Meet Marcel van der Heijden — co-founder of Plant FWD and a driving force behind its bold, future-facing identity. After more than a decade building digital advertising agencies and working with top 500 brands, Marcel knows exactly how to grow ideas into movements.

In 2020, he co-founded plant-based start-up Karma Kebab, stepping from storytelling into hands-on food innovation. Because for Marcel, the protein transition isn’t a trend — it’s one of the most powerful levers we have for transforming our food system and restoring balance with the planet. That belief led him to co-found Plant FWD in 2022 alongside Maartje Nelissen and Tom van Duijn. Since then, he’s been shaping the platform’s voice, visibility, and partnerships — building the brand, connecting the dots, and bringing the right people to the table. Marcel combines scaling expertise with a deep commitment to sustainability, ensuring Plant FWD doesn’t just host conversations — it accelerates change.