The world’s largest plant-based food company announces new campaign in Abu Dhabi

The announcement was made at the Worldchefs Congress & Expo 2022.

The world’s largest plant-based food company in Abu Dhabi this week where it has announced the launch of its new campaign #makeitplant.

Based at the Worldchefs Congress & Expo 2022 at the Abu Dhabi National Exhibition Centre (ADNEC), Upfield is teaming with award-winning alternative to dairy cheese, Violife, to encourage and support the hospitality industry with the increasing demand for plant-based food.

The campaign aims to ensure consumers have tasty and nutritious food options inside and outside the home – without the need to compromise taste or performance as well as supporting chefs across to focus on sustainable and dairy free alternatives by providing them with an expansive range of plant-based options for their menus.

Junior and aspiring head chefs will also be educated about the importance of using plant-based ingredients in the kitchen to promote eco-conscious dining.


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Speaking on the campaign announcement at ADNEC, Reinier Weerman, General Manager –Middle East & North Africa of Upfield said; “We are at a pivotal moment, whereby people around the world need and want to change the way they eat.

“Chefs can be at the forefront of this change by guiding their customers towards more plant-based food and showing just because something is not dairy does not mean it cannot be delicious.

“Through the introduction of this campaign, we hope to help chefs expand their menus with plant-based, planet-friendly options.”

The #makeitplant campaign was unveiled during the Worldchefs Congress & Expo 2022, a biennial event hosted by the world association of chefs’ societies and representing 10 million culinary artists worldwide.

Expected to attract up to 2,000 chefs from more than 105 countries, the four-day event is featuring masterclasses, panel discussions, competitions, and expert-hosted seminars, while the UAE’s annual Expo Culinaire and its signature Salon Culinaire is running in tandem.

For more information on the campaign visit A Better Plant Based Future.


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Matt Cassidy

When he is not hunting for the latest piece of Abu Dhabi news, Matt is ticking off his UAE bucket-list experiences (although he does love to take a break to test out the fine restaurants and bars of the capital). An armchair sports lover, he is on a personal mission to attend every sporting event in the UAE to make out for most likely missing the big one in Doha in November.
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