Reinventing perceptions: the case for plant-forward creativity

In the second part of a three-part series, Marie Simpson, Head of QHSE and Sustainability at Identity write about plant-based food’s long battle with its image problem. But with the right culinary creativity, it can surprise, delight, and completely reframe the event dining experience.

Let’s be honest: the phrase “plant-based menu” doesn’t always inspire excitement. For many, it conjures up images of beige mush, limp salads, or that one dish at a tasting no one really goes near. And yet, in 2025, we’re surrounded by incredible culinary talent and innovation. So why is the idea of plant-forward food still met with such hesitation in the events world?

I think part of the problem is perception. Somewhere along the way, plant-based got labelled as “less than”; less flavourful, less filling, less of a treat. But that simply isn’t true. I recently attended a tasting where a spread of plant-based and vegetarian dishes absolutely stole the show. These weren’t just “the vegan options,” they were bold, beautifully presented, full of depth and texture. You could tell real thought had gone into every ingredient, not just what to use, but how to make it sing.

And that’s the key, isn’t it? We’re not asking people to sacrifice flavour or experience. We’re asking chefs and planners to reframe what’s possible. That’s where creativity comes in.

Step away from the crowd pleasers

One of the best things about pushing for plant-forward menus is the opportunity it gives culinary teams to showcase their craft. It’s a chance to step outside the usual crowd-pleasers and lean into seasonal produce, spices, textures and layers. It invites innovation. And when chefs are given that freedom – to impress not just the vegetarians in the room but everyone – the results can be extraordinary.

There’s also a growing appetite (excuse the pun) for this kind of food. Whether it’s for health reasons, ethical values, cultural norms or just a desire to try something new, more people are open to plant-based eating than ever before. That doesn’t mean going fully vegan. It means flexing, offering balance, choice and a few pleasant surprises. A beautifully grilled mushroom dish with a punchy herb dressing can sit proudly alongside a more traditional main, with neither treated like a compromise.

It’s not ‘no meat’

It’s also worth remembering that “plant-based” doesn’t mean “no meat, ever.” It means making deliberate choices to reduce the volume of meat and dairy where possible, and when we do use animal products, choosing them with care; local, seasonal, and with a lighter footprint.

Reinventing perceptions starts by changing the story. Plant-forward menus are not just for “the alternative crowd.” They can be indulgent, satisfying, and utterly memorable, the kind of food people leave talking about.

When we give food the same creative attention as décor, branding or entertainment, it becomes more than just a meal. It becomes part of the experience. And that’s where real change starts; not with compromise, but with possibility.