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A plant-based juggernaut is shaking up the North American food industry, and even conventional meat and dairy companies are making significant bets on the future of veggie-based eating.

A wide range of agricultural and food industry leaders were in Calgary this week for a three-day international conference on the future of plant-based foods and plant protein ingredients. Organized by the Dutch networking company Bridge2Food, the conference — held in Canada for the first time in its 13-year history — focuses on consumer trends and opportunities for businesses as the demand for plant-based products increases around the world.

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In session after session, conference attendees were told by retailers, restaurant owners and food processors that plant-based eating is no longer a fad, and that the growing portion of consumers who say they want to reduce meat consumption or eliminate it entirely is a market that can no longer be ignored.