Plantega, an initiative formed by four mission-led food advocates, is placing coolers stocked with plant-based food and beverages in bodegas across New York City.
Plantega was launched in November by New York-based restaurant owner Erick Castro, Eat For the Planet’s Nil Zacharias, artist D.J. Cavern, and Vegan graphic design shop Parfait Studio. In addition to increasing access to plant-based foods, Plantega was formed in response to the pandemic in the hope of forming a more just food system.
“Bringing these plant-based products to my hometown and surrounding neighborhoods is a tremendous opportunity at just the right time. These bodegas are our lifeline, the gateway to food for so many, from nurses on the run to late-night needs,” Castro told Veg World Magazine. “We are here to learn, but also to show how delicious, healthy and affordable eating plant-based really is.”
Three locations are part of Plantega’s initial pilot: Don Poli Meat Market and Marinello’s Gourmet Deli in Brooklyn, and My Deli Gourmet and Grill in the Bronx. Each location carries around 30 plant-based items in both coolers and on countertop displays. Some are also offered on grill menus.
“Bodegas are the bloodlines of New York City,” according to the company's website. “They’re our community spaces, grocery stores, and late night spots. We want to be sure Plantega shows up in places where plant-based food isn’t always accessible (or affordable) to folks who deserve better.”
Plantega is working with brands such as Beyond Meat, Eat Just, Tofurky, Miyoko’s Creamery, Good Catch, Follow Your Heart, No Evil Foods, Nutpods, Lupii, Hälsa, and Pan’s Mushroom Jerky.
“At Good Catch, we’re always looking for new ways to make plant-based foods more accessible to everyone,” said Christine Mei, CEO of Gathered Foods, maker of Good Catch plant-based seafood. “Plantega has made it easier for New Yorkers to access tasty plant-based products. Everyone should have the opportunity to be a part of environmental change.”
According to Michele Silbey, director of marketing for Nutpods, maker of dairy-free creamer, Zacharias introduced the company to the concept. “We have worked with Nil for several years now and know that any initiative he is leading will be meaningful to the community and well executed,” she said.
Zacharias was also key in the participation of Pan’s Mushroom Jerky. “I connected with Nil when we were on a panel hosted by Plant Based Foods Association during the Summer Fancy Food Show in 2019, along with other plant-based food brand founders,” said founder Michael Pan. “This past fall, Nil reached out and described his vision for Plantega, and we jumped on the opportunity to be included. Pan's mission is to provide a delicious, nutritious snack for consumers who are looking to reduce their meat consumption, and we are proud to support Plantega's initiative to make plant-based foods more accessible to consumers.”
Physical accessibility may not be the only barrier to customer adoption of plant-based food, however. “We don’t see accessibility to plant-based products as the problem, as they are seen increasingly on supermarket and mainstream retailers’ shelves everywhere,” said Mika Manninen, CEO and co-founder of oat-milk yogurt maker Hälsa.“To us the main problem is getting people to swap to plant-based foods. People believe that either plant-based products are 'fake' because they are filled with artificial ingredients or that they are nutritionally inferior to the 'real' products.”
Plant-based protein-bar company Lupii echoes this sentiment. “We deeply believe in building a brand that is accessible for everyone,” said founder Isabell Steichen. “Unfortunately, plant-based eating often has a stigma of being too expensive, which is something Nil is directly addressing with Plantega. We are honored to be part of this amazing initiative so we can collectively work on making plant-based eating mainstream.”
In addition to introducing plant-based foods to an audience that may not have encountered them otherwise, Plantega’s coolers make it easier for consumers to make the environmentally- and socially-conscious choice.
"Creating positive change within our food system was one of the driving forces behind the development of our plant-based meats, so we were immediately on board to join the group of forward-thinking brands and food advocates launching the Plantega pilot,” said Sadrah Schadel, chief creative officer and co-founder of No Evil Foods. “We are committed to addressing environmental racism in our food system and projects like Plantega are important to closing the disparities between who has access to abundant, nutritious food, and who doesn’t."
Plantega hopes to expand the pilot program at some point. On its website, the company invites consumers to email suggestions for new locations.
Related: Gathered Foods Enters European Retail Market; Plant-Based Meat, Vegan Chocolate Among Trends Poised for 2021 Growth.
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