New industry organization Plant-Based Foods of Canada (PBFA) recently formed to support the regulatory and market interests of plant-based companies. PBFA—a division of industry association Food & Consumer Products of Canada—will work with governments and leading stakeholders to promote innovation and growth, and take action on emerging issues affecting this sector of the market—currently worth $3 billion. “The time has come for the plant-based food industry to build upon its collective voice within Canada,” said Beena Goldenberg, CEO of Hain Celestial Canada (parent company of vegan brands such as Dream and Yves Veggie Cuisine). “In the next five to 10 years, we are going to see rapid growth in the interest and consumption of plant-based foods. It’s happening already. As industry continues to move into the mainstream, it’s critical that it has a voice to accurately represent it and help shape the direction it takes for the benefit of all Canadians.” Earlier this year, the government of Canada announced a $150 million investment in the country’s plant-protein industry through its $950 million Supercluster Initiative. Founding members of PBFA include Daiya Foods, Earth’s Own Foods, Lightlife Foods, Hain Celestial, and Field Roast. The equivalent association in the United States, the Plant-Based Foods Association, was formed in 2016 to educate, promote, and advance policies to meet the increasing consumer demand for plant-based foods, although, unlike Canada’s new group, it is not a division of a larger association.