Planted Foods Vice President analyzes European plant protein expansion amid regulations, demand, and foodservice alliances

Marion Höchli is Vice President of European Business Development at Planted Foods, one of Europe's most innovative alternative protein companies. In her position, the young Swiss manager leads the company's commercial expansion strategies in European markets, helping to strengthen the brand's presence in a competitive environment where sustainability, technological innovation, and changing dietary habits are redefining the food industry.

With a professional path developed in international contexts, Höchli has gained solid experience in the management of cross-border growth strategies and in the development of commercial organizations in Europe. Before assuming her current role, she held leadership roles in several markets, including France, Germany, Britain, Italy e Austria, contributing to the construction and consolidation of local operations. During her career, the manager has also collaborated with major groups in the food sector, including Nestlé, developing skills ranging from strategic marketing to market development and the management of international groups.

In this sense, the opening of the first plant abroad of the Swiss company should be read, Memmingen in BavariaIt was built on the former industrial site of a brewery and designed as one of the most modern facilities in Europe for the use of biostructured proteins, with a planned capacity of over 20 tons per day and around 50 technical and operational jobs.

The academic path of this Swiss professional, which includes studies at theUniversity of St. Gallen , Stockholm School of Economics, has helped define a managerial vision strongly oriented towards internationalization and innovation. It is an approach that today guides her contribution to the growth of Planted, company born in Kemptthal in the Canton of Zurich and quickly established itself as one of the European protagonists of the foodtech, thanks to the development of textured vegetable proteins made using proprietary technologies and natural ingredients.

In an exhaustive chat with Innovando.News, Marion analyzes the development prospects of the plant-based proteins in Europe, focusing on the differences between the continent's markets, the evolution of consumer preferences, and the growing role of technological innovation in transforming the food industry. This comparison offers a glimpse into the main challenges and opportunities facing the sector in the coming years.

Your career includes strategic roles in market development across Europe and leadership positions in France, Germany, and Austria before becoming VP of European Business Development. What key lessons from those early leadership experiences shaped your approach to growing Planted Foods in Europe?

Those early leadership experiences taught me that growing on a European scale is never a one-size-fits-all exercise. Each market has its own culture, consumer expectations, regulatory framework, and speed of adoption. What works in Switzerland doesn't automatically translate to Germany or Italy. One of the most important lessons was understanding the value of building strong local teams and empowering them. True growth occurs when local people have the autonomy to adapt the strategy while remaining aligned with a clear overall vision.

Planted Foods has positioned itself at the intersection of sustainability and alternative proteins. How would you define the unique value proposition of Planted products in the competitive landscape of plant-based foods in Europe?

Planted's value proposition is combining scientific innovation and culinary performance. We develop textured proteins using proprietary technology, without additives or shortcuts, delivering the texture, taste, and functionality people expect from meat. What truly sets us apart in Europe is our focus on clean ingredient lists, in-house production, and scalability, which allows us to innovate rapidly while maintaining quality and transparency. At the same time, our products offer tangible sustainability benefits, making it easier for consumers and foodservice partners to choose better proteins without compromise. In a crowded market, Planted represents real texture, authentic taste, and real impact.

Which European markets do you consider most receptive to plant-based innovation today, and what cultural or regulatory factors influence their adoption rates?

Receptivity to plant-based innovation varies greatly across Europe. Markets like Germany, the Netherlands, and the United Kingdom have been among the most advanced for several years. This is less a result of traditional food culture and more of the strong international influence present in these markets: diverse cuisines, openness to new food concepts, and well-developed retail and foodservice ecosystems. These factors have helped accelerate the adoption of plant-based products and create a dynamic environment for food innovation. Cultural factors play an important role: in some markets, consumers are more experimental and open to new formats, while in others, tradition and price sensitivity influence adoption. Regulatory frameworks also impact the speed and scale of diffusion, especially regarding labeling, brand promise, and market access, requiring customized approaches for each country. Successful adoption therefore depends on balancing local consumer expectations, regulatory realities, and strong partnerships, rather than applying a single European model.

Can you outline the key strategic challenges you face when entering new European markets and how your team uses local data or insights to address them?

One of the key challenges when entering new European markets is immediately understanding local consumer behavior: from taste preferences and dining habits to price expectations and trusted channels. Regulatory differences and the complexity of go-to-market add an additional layer that must be carefully managed. To address these challenges, we combine data-driven analytics, such as category performance, menu adoption, and consumer feedback, with solid local market knowledge from our teams and partners on the ground. This allows us to test, learn, and adapt quickly, rather than relying on guesswork. The goal is to grow with focus: entering markets where we can offer long-term relevance, consistency, and impact, while remaining true to our product standards.

Sustainability claims are increasingly under scrutiny from regulators and consumers. How does Planted ensure transparency and credibility in its environmental and nutritional communications during its expansion?

Transparency is central to how we operate. At Planted, we ensure credibility by basing our sustainability and health claims on hard data, using recognized methodologies like life cycle assessments, and clearly communicating what our products claim—and what they don't. We focus on simple, verifiable facts: clean ingredient lists, measurable environmental impact, and nutritional value. As regulations evolve, we work closely with authorities and partners to remain compliant and proactive, rather than reactive.

Technology and automation are often cited as key drivers of food innovation. To what extent does Planted use digital systems (e.g., supply chain technology, AI-based demand forecasting, product development tools) to scale operations?

Technology and automation play a key role in how we grow at Planted. We use digital systems in manufacturing, supply chain, and demand forecasting to improve efficiency, reliability, and decision quality as volumes increase. Specifically, data-driven forecasting tools and supply chain technologies help us better anticipate demand across markets and channels, reducing waste and increasing product availability. In product development, digital tools enable faster iterations and testing, while keeping sensory quality and functionality at the core. That said, for us, technology isn't an end in itself: it's a means to scale quality, transparency, and impact, ensuring that growth never compromises product performance or trust.

Diversity and inclusion remain key themes in innovation ecosystems. From your perspective, how can foodtech companies, particularly in Europe, create more inclusive environments capable of attracting and retaining diverse talent?

For food tech companies, inclusion must be built into their structures, not just their culture. This means, first and foremost, broadening access: from how and where talent is recruited to how roles and career paths are defined. Hiring people from diverse countries, cultures, and backgrounds is a real strength, especially in a European context. It means actively looking beyond traditional talent pools, promoting non-linear and international career paths, and creating environments where people can grow without having to fit a mold. Transparency regarding expectations, feedback, and progression is crucial to attracting and retaining diverse talent. When teams reflect diverse perspectives and life experiences, companies are better equipped to innovate, adapt, and grow responsibly.

Looking ahead, what emerging trends—in consumer behavior, regulation, or ingredient science—do you think will most influence the next five years of growth for plant-based companies in Europe?

Over the next five years, three trends will shape the growth of plant-based foods in Europe. First, consumer pragmatism: taste, price, and nutritional value will matter more than ideology. Flexitarian consumers (the term comes from the combination of the words “flexible” and “vegetarian” in English, ed.) These are people who follow a predominantly plant-based diet, but without completely eliminating meat, fish, or other animal products. They want products that integrate naturally into their daily lives. Second, greater regulatory clarity: stricter rules on labeling and sustainability claims will reward companies that prioritize transparency and credible data. Third, innovation in ingredients and processes: advances in structuring, fermentation, and the use of new raw materials will improve texture, functionality, and cost efficiency. Growth will come from a combination of high product performance, scalability, and trust.

Partnerships and collaborations often accelerate market penetration. How does Planted approach strategic partnerships, and can you share an example of a collaboration significantly advancing your European strategy?

Strategic partnerships are an important growth driver for Planted, and we approach them with a strong focus on shared values, scale, and everyday relevance. We seek partners who can bring our products into real-world consumer settings and help make better protein choices accessible to a broad audience. A good example is our collaboration with La Piadineria in Italy. Working with a well-established national restaurant brand, we were able to introduce plant-based proteins in a format deeply rooted in local food culture. This partnership significantly increased product visibility and trial in a market where tradition plays a strong role in food choices. In Germany, our collaboration with dean&david has been equally significant. Together, we have brought plant-based proteins to a health-focused fast-casual context, reaching urban, sustainability-conscious consumers at scale. This collaboration has allowed us to adapt products and formats to local preferences while benefiting from the strength of dean&david's brand and network. These partnerships go beyond simple distribution: they involve close collaboration on product integration, preparation, and communication, and have played a key role in the success of our partnerships. an important role in accelerating Planted's presence and relevance in Europe.”

As a leader who has developed cross-border market strategies, what advice would you give to young innovators and entrepreneurs who want to scale sustainable food solutions in Europe?

My advice is to think European in ambition, but local in execution. Growing beyond borders requires a strong central vision, but success comes from a deep understanding of local cultures, regulations, and consumer habits. I would also encourage young entrepreneurs to focus on substance before scale: building products that truly deliver on taste, functionality, and impact before expanding too quickly. Partnerships and local working groups are as important as technology. Finally, be patient and resilient. Innovation in sustainable food is a marathon, and trust—from consumers, partners, and regulators—is built over time.

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