Plant Forward 2024: the plant-based revolution returns to Amsterdam

An evolutionary shift in cuisine

On April 23rd-24th, Theater Amsterdam hosted the second edition by Plant FWD under the theme of 'Revolution'. This sold-out conference attracted over 1,000 international delegates to discuss how to escalate the global plant protein intake from its current 40% towards an ambitious target of 60% by 2030 – achieved through championing plant-based diets to address a growing global population's needs.

The packed two-day agenda featured 40+ industry expert talks, panel discussions, workshops and breakout sessions - all dedicated to driving sustainable food innovation amidst pressing environmental issues. This year's edition was twice the length of last year's edition, showcasing an expanded market with speakers such as Michelin star chef Emile van der Staak. Plant FWD facilitated meaningful dialogues on sustainable food innovation across diverse industries.

A new Amsterdam tradition in the making

This year introduced a brand-new initiative: Plant FWD Week, running from April 20 to 27. To show people how plant-based options can be adopted into daily life, over 50 businesses at 70 locations joined forces to serve plant-based dishes to highlight how plant-based ingredients can be transformed into exquisite meals. 

Attracting local establishments like restaurants, coffee shops, bakeries, hotels, and industry venues to participate, The Amsterdam Convention Bureau (ACB) helped further Plant FWD's mission by growing community interest and participation in Plant FWD Week. From their initial assistance during the first edition, ACB's involvement evolved significantly in 2024, forging key connections between Plant FWD organisers, local partners and leading food visionaries from the city. 

With ACB's backing, 'Plant FWD Week' transcended its culinary origins, embodying Amsterdam's collaborative spirit and showcasing the integration of plant-based innovations into daily routines. Ensuring that Plant FWD made a significant and enduring impact well-beyond the conference days. 

Amsterdam's role in the protein transition

Amsterdam's position as a leader in facilitating global protein transition efforts makes it ideal for local food-related events like Plant FWD to grow into global movements. The city's food industry exemplifies this commitment by focusing on alternative proteins and circular practices. 

The Netherlands is a European leader in enabling Agricultural Technology (AgTech) ventures alongside culinary startups. It has the highest per capita consumption of meat alternatives among all nations. By signing the pioneering 'plant-based treaty,' Amsterdam aims for 60% of its citizens to embrace plant-based diets by 2030. 

This fosters an environment conducive to the growth of agri-tech initiatives, positioning Amsterdam as a global leader in sustainable agriculture practices. Platforms like Plant FWD find a favourable setting in which to grow their influence and impact. According to Maartje Nelissen, Co-Founder of Plant FWD, Amsterdam's reputation as an ideal host for events like Plant FWD is due greatly to its leadership in event organisation and sustainability. Emphasising, “Amsterdam is really a leader when it comes to events, organisation, event production, but also sustainability wise. It’s the place where a lot of initiatives launch, where a lot of innovation comes from. So it feels very natural to do it here.”

Learn more about Amsterdam's thriving meetings industry, or get in touch with the Amsterdam Convention Bureau with your event queries.