A shared passion
The rise of plant-based eating across Asia-Pacific
November 28, 2022

Food preferences are shifting as Asia-Pacific’s influential middle-class consumers seek new, alternative eating options. Are you in tune with these changes?

One of the biggest dietary trends of the last decade has been the rise of flexitarianism, where consumers replace part of their animal protein intake with alternative proteins.

And the biggest driver in alternative proteins in the last five years has undoubtedly been plant-based protein.[1]

The GrainCorp Foods team saw the writing on the wall in 2017, and created a unique, plant-based edible oil fit for this new era in alternative food production.

This kicked off the creation of Pin and Peel, a plant-based baking blend that uses Australian non-GM canola and coconut oils sourced through the GrainCorp supply chain.

It involved deep and extensive testing with over 65 flavour combinations from around the world, in what was the culmination of one of GrainCorp Foods’ most exhaustive R&D programs.

Since launching in 2021, Pin and Peel has sold over thousands of tonnes to domestic and international customers, with strong demand particularly from south east Asia.

“The Asia-Pacific (APAC) region has a rich history of plant-based eating,” says GrainCorp Foods Business Development and Applications Manager Peter Waddell, one of the key figures in the development of Pin and Peel.

“From tofu to mock meats, these products have been around for thousands of years which is why it’s no surprise Pin and Peel is already having success in these markets.”

Peter Waddell in GrainCorp Foods test baking facility at West Footscray, Victoria

One of the markets where Pin and Peel has enjoyed rapid, short-term success is Vietnam, a mature, fast-growing market for Australian premium food and beverage products.

“Vietnam’s fast-growing middle-class population is increasingly demanding higher quality, premium foods, spawned by rising concerns around food safety, quality and sustainability,” continues Peter.

“These trends and a high willingness to try new products and brands present real opportunities for Pin and Peel and Australian food exporters more broadly.”

Peter will present on Pin and Peel’s development alongside GrainCorp Quality and Innovation Manager Peter Lymberis at GrainCorp Foods’ upcoming webinar Eat the Future.

They will be joined by world-renowned Food Futurist Tony Hunter, who will explore the rise of flexitarian eating in APAC and how it intersects with a wave of incredible new food technologies.

Peter says Pin and Peel was born out of a need to constantly innovate in a market where a sustainably-minded consumer base was trending.

“In a sustainable and equitable future, plant-based products and flexitarianism undoubtedly have a major role to play.”

PEter waddell, graincorp foods

“My vision for Pin and Peel is that it will constantly improve and evolve over time to remain adaptable in this space.”

He adds: “Customer reaction has only been positive so far, so I believe we’re well on our way to setting a standard in the international plant-based baking goods market.”

Eat The Future is the first in a series of webinars that will explore food trends across the APAC region. To sign up, register now here: https://links.powerav.com.au/iqp.

GrainCorp Foods Peter Waddell and David Lane exhibiting the Pin and Peel range at the Food, Bakery and Hospitality trade show in Seoul earlier this year

Read similar stories:

[1] Tony Hunter, Food Futurist.

[2] Vietnam has the fastest growing middle class in Southeast Asia (McKinsey)

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Jess Simons

Corporate Affairs & Government Relations Manager

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