Inspirational talk: Creating an Ecosystem for Alternative Proteins to Reshape Consumption Habits

​Creating meaningful social change - especially when it comes to something as personal as diet—requires more than just innovative products. It demands a cultural shift in attitudes and behaviours. For alternative protein companies, success isn't just about winning over current consumers but also expanding the market of people open to plant-based foods. As the saying goes, a rising tide lifts all boats.

​In this insightful talk, Björn Ólafsson, a researcher specializing in social change within NGOs, will share real-world examples of how advocacy groups have successfully partnered with alternative protein companies to drive sales and reshape consumption habits. Through engaging case studies, attendees will explore what has worked in the past and brainstorm how similar initiatives could take root in Barcelona.

​The session will be highly interactive, with time for Q&A, small-group discussions, and idea-sharing. By the end, you'll leave inspired and equipped with fresh ideas on how to make plant-based options more accessible and desirable in your community.

​ Whether you’re an entrepreneur, activist, or simply passionate about sustainable food systems, this event will arm you with inspiration-and a network-to turn ideas into impact.

​Together, let’s reweave the social fabric, one plate at a time.