Overcoming Barriers to Plant-Based Food Adoption in SMEs 

Across Europe, small and medium-sized enterprises (SMEs) in the food sector are increasingly aware of the growing demand for plant-based products. From climate concerns to shifting consumer values, the transition to more sustainable food systems is no longer a niche trend — it’s becoming the new normal. And yet, for many SMEs, the journey toward integrating plant-based food options is still full of challenges. 

The Plant Power project, co-funded by the European Union, is working to address exactly this. Through education, practical tools, and real-life case studies, the project supports SMEs and vocational educators in building skills for a more sustainable, plant-based future. Based on the insights gathered in the project’s Good Practice Guide and expert consultations, here are the key barriers SMEs face — and how to overcome them. 

1. Barrier: Market Uncertainty and Consumer Skepticism 

Many SMEs worry that plant-based products may not appeal to their current customer base. Concerns over taste, pricing, or perceptions of being “too alternative” persist, especially in regions where plant-based eating is still emerging. 

How to overcome it: 

• Share transparent information about product ingredients and health benefits. 

• Offer samples and test batches to gather consumer feedback. 

• Reframe plant-based as “delicious and inclusive”, not restrictive — suitable for everyone, not just vegans. 

• Highlight successful rebranding stories like Naked Bakes in Ireland, which repositioned vegan cookies as mainstream treats. 

2. Barrier: Lack of Technical Know-How 

Developing a new plant-based product requires knowledge about alternative ingredients, nutritional value, shelf life, and processing techniques. SMEs often lack access to R&D support or qualified food technologists. 

How to overcome it: 

• Leverage open-access educational resources like the Plant Power OERs, currently being developed to support VET educators and SME staff. 

• Learn from others: The case of Molinos del Duero in Spain shows how traditional flour companies are innovating through sprouted grains using controlled germination and drying processes. 

• Partner with local universities or innovation hubs for joint product testing or prototyping. 

3. Barrier: Supply Chain Instability and Ingredient Sourcing 

Reliable sourcing of high-quality plant-based ingredients can be difficult, especially for perishable or seasonal products. 

How to overcome it: 

• Build relationships with local producers who offer fresh, organic, or underutilized crops (e.g. Vegget Microfarm, Slovakia). 

• Consider upcycling imperfect produce into snacks or fermented goods (e.g. NaturSnacks, Spain). 

• Explore preservation methods such as drying or freezing that increase shelf life and reduce waste. 

4. Barrier: Financial Constraints and Investment Risk 

Switching to new product lines, branding, or equipment often requires upfront investment — a major hurdle for smaller businesses. 

How to overcome it: 

• Start small with limited-edition or seasonal plant-based offers to test the market. 

• Seek funding opportunities aligned with sustainability goals (e.g. innovation vouchers, EU green initiatives). 

• Study how entrepreneurs like Leah Fletcher (DeDanú) reinvested profits from one venture into scaling a second, plant-based line with circular manufacturing. 

5. Barrier: Lack of Policy Support or Guidance 

Some SMEs feel lost in the maze of food labeling regulations, sustainability standards, or public procurement procedures. 

How to overcome it: 

• Use the Plant Power project’s resources, including its Good Practice Guide, to navigate the evolving policy landscape. 

• Engage with national industry associations that advocate for plant-based producers. 

• Monitor best practices from NGOs and government-aligned platforms, such as Organic Denmark, which supports SMEs through advocacy and education. 

From Barriers to Breakthroughs 

The shift to a plant-based food system is not only about responding to trends — it's about building resilient, future-ready businesses that align with environmental, health, and ethical imperatives. SMEs have the agility and creativity to lead this transformation — what they need is support, visibility, and access to good practices. 

Plant Power is here to provide exactly that. Stay tuned as we continue to release new tools, case studies, and training resources to empower the plant-based movement across Europe. 

Explore more at: www.plantpowerproject.eu