Creating Canada’s next generation of protein options with a dedication to flavour, sustainability and affordability

Great-tasting, affordable, nutritious, and plenty of choices: These are the top qualities consumers tend to cite when asked what they’re looking for in plant-based food options at the grocery store. And for companies like Plant Up, they’re qualities that have become easier to achieve with each new product, thanks to innovative advancements in ingredients and processing technology.

Plant Up’s approach to food has always been to create high-quality, flavourful products, inspired by culinary traditions from around the world. That hasn’t changed with the launch of their first Protein Industries Canada project; instead, partnering with other companies across the value chain is helping enhance what they’ve dedicated their company to.

“Collaborating with industry leaders has been incredibly valuable, providing us with extensive learning opportunities,” Plant Up CEO Aamir Malkani said. “Though we are still in the early stages, the knowledge and insights gained from these partnerships have been instrumental, and we look forward to accomplishing much more together.”

In addition to developing new products that meet the diverse flavour profiles Plant Up’s customers have come to expect, Malkani anticipates the project will help the company develop products that appeal to a wider range of customers at a lower cost. This, he explained, will increase the consumption of plant-based products across the country, without the high price tag many consumers anticipate.

“My goal is to collaborate with industry leaders to develop products that enable Canadians to incorporate more plant-based proteins into their diets in an affordable manner. Achieving price parity with animal-based proteins is a crucial milestone, as it will accelerate the shift towards a plant-powered diet for everyone.”

Supporting this drive toward affordable, flavourful products is a consistent focus on sustainability. Instilled in Malkani from the time he was young, by his father, a legacy of sustainable living and positively impacting the world was the foundation on which Plant Up was built.

Today, Plant Up continues to live up to that legacy, creating plant-based products that Malkani hopes will help improve the lives of not only Canadians, but consumers around the world.

“Our ambition is to lead in innovation and position Canada as a global hub for plant-powered products,” he said. “With Canada's abundant natural resources, high-quality raw ingredients, and robust infrastructure, we aim to become a top exporter, driving the global shift towards sustainable, plant-based consumption.”