Vegan Milk Takeover! Califia Farms’ Greg Steltenpohl Speaks
Plant-Based Milk Skyrockets During COVID-19 Pandemic
Plant-based milk represents 14% of the milk category…it’s time for a full takeover. Market leader and co-founder of Califia Farms, Greg Steltenpohl, is on the Plantbased Business Hour with Elysabeth Alfano. TUNE IN to know the disrupted future of dairy and the next-generation business models that will succeed.
Greg says Califia Farms thinks of itself as a plant-based health and wellness company. In the beginning of Covid-19 people ate comfort foods. As the crisis drags on, people are starting to realize that they need to eat a healthier diet to help boost their immune system. “Now, in the later Covid period, we are seeing a lot of exploration.” Greg adds that plant-based milk has done extremely well during Coronavirus because they take drinks that consumers already love, like lattes, and simply make them vegan. It feels very personalized because there are so many options. Califia also makes coffee concentrates and coffee creamers. The company wants to bring the morning coffee experience into your own fridge and home. “Looking at things creatively is a big part of Califia’s success.”
Vegan Butters on the Rise Too!
Califia Farms also has two types of plant-based butter, one from avocado oil and one from olive oil. They are even better than regular butter in terms of taste and safety because they do not splatter or brown when they are cooked. Coronavirus has inspired consumers to get informed. People are learning a lot more about plant-based diets and how they can improve their health. It’s a very exciting time for plant-based milk companies. Greg also talks about how, when some massive conglomerates choose to get involved in the plant-based market, they tend to take shortcuts. Califia’s vegan butter may not be the cheapest plant-based butter on the market, but that’s because Califia uses ingredients that are healthier for people and better for the environment.
Greg mentions that when you decide to drink a glass of plant-based milk, instead of the breast milk of a cow, you are saving a pound of carbon per pint. “The single act of becoming a vegan, in a planetary sense, is more impactful than buying an electric car, shifting over your house to solar and more.” During Coronavirus times, Califia Farms has looked for ways to communicate in a fun and engaging way on digital platforms. They’ve been creating animations around their latest product launches and featuring them as part of a bigger campaign. They are also looking to collaborate with retailers in order to get the message out to younger consumers.
“The rate of growth of plant milk compared to organic milk is much steeper now. So the curves are gonna intersect and we are gonna pass the fifty percent mark and I’ll put my money down on the ten-year mark.” Greg predicts that, in ten years, plant-based milk will capture half of the milk market. He also talks about how bigger companies like Califia and Oatly have created a ripple effect that has helped many smaller vegan companies in the process.
Elysabeth Alfano is a plant-based media expert breaking down the plant-based health, food, culture, business and environmental news for the general public on radio and TV. Her two interview series, Awesome Vegans Influencers and The Plantbased Business Hour, air weekly on JaneUnChained News Network.
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