Sow, Sprout, Grow: Understanding China’s Plant-Based Food Market

Shirley Lu serves as Country Executive Director – Greater China of ProVeg International, the largest European non-profit organisation for plant-based diets and food innovations. On this role, Shirley launched the first ever plant-based innovation campaign with major universities and leading food manufacturers to introduce planted-based food offerings that appeal to the Chinese taste buds. She is planning to roll out this campaign to the Southeast Asia region. To accelerate plant-based innovations in China, Shirley has spoken and initiated forums bringing together officials, academics, senior food executives as well as startup entrepreneurs to provide insights and share opportunities and challenges.

Shirley has extensive background in both retail foods and food service in Asia. She started her career with P&G in Taiwan, and has worked for Mars in Southeast Asia, Korea, and Taiwan, Unilever in China, Rich’s Foods Asia in Shanghai, and as the regional marketing head at Tate & Lyle APAC in specialty food ingredients based in Singapore. Her expertise includes go-to-market strategy, innovation, brand & product portfolio management, insights, brand communication, and customer acquisition. Shirley’s footprint goes beyond Asia. She has frequented major international food shows to scout for new ideas and innovations driving the green food movement.

Shirley had served as Vice Chair at AmCham Shanghai’s Food, Agriculture & Beverage Committee from 2010 to 2019 and was the founder and leader of the Foodservice sub-committee.

She holds a BA degree from National Taiwan University and an MBA from Columbia University in New York.

Lever China is a Shanghai-based consultancy that focuses on early-stage investment and consultancy services in the alternative protein industry, with the aim to advance innovation by supporting startups, investors and food companies.

As a keen advocator of sustainability and animal welfare, Cecilia Zhao is an impact project manager at Lever China. She is devoted to impacting big corporations in the food related industries to be the leaders for the food sustainability transactions. With over 5 years experience working in the hospitality industry and 3 years consulting in the alternative protein sector, Cecilia is familiar with synthesising the great missions and the real industry needs to reflect the unique opportunities for building a sustainable food system in China.

Chloe Lin has more than 12 years of working experience in financial and strategic consulting field, incl. FE Leasing, Citic Securities and Triwise Capital.

She joined OATLY in 2019 and is responsible for Sustainability APAC, including promoting the localisation of global policies/requirements, formulating an Asia sustainability strategy, and planning and implementing key projects.

Foundation projects: LCA at company/enterprise level, restorative farming (coffee bean) project, factory APAC1&2 energy and water solution, waste and circular economy solution, ingredient research and entry approval, PCR innovation, Plant-based category building, innovation hub.

Other projects: 2021/2023 White paper of China Oat Milk Industry, Silent Barista; Hey Barista; OATLY recycling project etc.

Education: UC Berkeley, CKGSB, XMU

Ivy Ye has been working in the areas of risk management, compliance, internal audit / internal control advisory for over 17 years. She has accumulated extensive experience and rich knowledge in providing such services to companies with different sizes from different industries including Consumer Markets, Real Estate, Pharmaceutical and Manufacturing etc.

Before joining KPMG, Ivy worked in MNC (Retail) as China Risk & Compliance Officer for several years, which gave her plenty experience in establishing a localised Risk & Compliance scheme with practical and efficient approaches.

After studying in Germany, the USA, France and Switzerland, Stefan worked as a managing director or board member for various European brand companies, including Paulaner Brewery and MEGGLE Dairy. While his personal focus is on strategy and corporate development, he also gained broad operational experience in managing production, sales, procurement and finance. During his career, Stefan successfully founded several companies in Europe, the USA and Asia. In China, he has been active since 2000.

Most recently Stefan founded NOIX AG, who since 2020 produces and sells plant based foods in China under the brand name JOOMA, using a special proprietary technology.

Mei Chu is the Senior Marketing and Events Manager in Shanghai Chapter, responsible for the overall marketing and events planning for Shanghai Chapter. Before joining the Chamber, Mei has worked in China-Britain Business Council leading the consumer sector in Shanghai.

She has accumulated experience in FMCG industry working at Nestle as the marketing lead for infant nutrition business and cross-border e-commerce.

Connor Yin joined the European Chamber in 2022 as a working group coordinator, leading the Agriculture, Food and Beverage, Auto Components, and R&D Working Groups.

Prior to joining the Chamber, he worked for a consulting firm as a government consultant, providing services to several provincial and municipal governments. He graduated from Purdue University and University College London.