As part of our series of free monthly webinars, we invite you to discover the “Inclusion, Social Acceptability, and Combating Misinformation” initiative, led by Professor Manon Niquette from Université Laval.

Summary

In 2019, plant-based meat was one of the most popular products in both food and financial markets. Fast-food chains were facing shortages due to strong consumer demand, while the stock of publicly traded company Beyond Meat surged by 163% on its first day of trading, marking one of the most successful initial public offerings in recent years. Seven years later, sales are declining, and Beyond Meat’s stock has plummeted. What happened? This webinar examines communication strategies in the plant-based meat sector, from its emergence to the market’s stock downturn. It reviews early strategies of emulation and differentiation, counter-narratives, and adjustments in promotional communication in response to criticism, in order to better understand the transformations affecting the plant protein market.

Biography of Mathieu Chaput:

Mathieu Chaput is a professor at TÉLUQ University, where he teaches organizational communication and online public relations. His research focuses on the communicative constitution of organizations, rhetoric, food, housing, and animals. He is a member of the Research Group on Communication as Organization (RECOR) and the Engaged Research Collective on Society, Communication, Institutions, and Technology (CRESCIT).