Natural Awakenings Twin Cities March 2022

lifestyle recommendations to form new habits. “Our goal is to make plant-based eating so
tasty and effortless that it becomes a way of life,” Pinnavaia explains.
She says the idea behind Plantable, which is based in New York, but will ship anywhere
in the country, is to make plant-based eating less of a barrier for people. “Most
of our clients are either looking to kickstart a new lifestyle and don’t know how to
begin, or they are busy and want the ease of prepared meals made from scratch with
real, clean ingredients. Our menu is a whole-food, plant-based way of eating that is
filled with fiber and packed with nutrients. We focus on legumes, tofu and nuts as
sources of protein,” she says.
Pinnavaia, who holds a Ph.D. in quantum chemistry, became interested in food
and nutrition after having too many family members diagnosed with cancers. Since
launching Plantable in 2016, she has observed more clients coming in on their doctor’s
recommendation. “We’re seeing a shift towards more consumer-driven health
care, where doctors are understanding that meal planning and nutrition are critical to
overall health. The community in general is also taking more ownership of their own
health and gaining more knowledge of the benefits of a plant-based diet,” she says.
Eating Out Gets Healthier
For people dining out, there is no shortage of plant-based options, and that goes beyond
a salad and fries. Eleven Madison Park, in New York City, is the first vegan restaurant to
receive a Michelin star. Even fast-food chains are getting on board, with McDonald’s introducing
the McPlant burger and KFC debuting a Beyond Chicken made of soy and wheat.
Joe Hehl, the founder of Dragged Through the Garden, a Chicago-based
company that consults with restaurants and breweries looking to expand vegan
16 Twin Cities Edition NAtwincities.com
photo courtesy of VegNews.Plantable.com
options, has seen an uptick in interest.
“Adding a plant-based option or two
on the menu can absolutely set some
new eyes on a restaurant’s operation.
Now this place will show up in searches
for ‘restaurants with vegan options’
and appeal to an audience who
potentially wouldn’t have eaten there
otherwise. Plus, it’s not super-costly on
the bottom line,” he explains.
He adds that the availability of meat
substitutes on a menu, such as an Impossible
Burger, makes it easy for people
trying to cut down on their meat intake.
“Mainstream substitutes are a little more
accessible than something like a bowl
of quinoa to someone who is not vegan.
This new era of plant-based burgers offers
an alternative for those who want to wind
down their meat intake, but are unsure
how to start,” he says.
Hehl also offers clients recipes and guides
for recreating vegan versions of traditional
fast food and kitsch menus. Past recipes have
included a Vegan Philly Cheesesteak and
the Vegan Chorizo Sloppy Joe, for which he
offers step-by-step instructions and encourages
followers to have fun and experiment
with ingredients such as oat milk. “I grew up
in a very meat-and-potatoes household and
had no knowledge of cooking whatsoever.
As I learned about some of the benefits of a
plant-based diet, I decided to embrace it as
a challenge to myself,” he says. “My favorite
plant-based ingredients to use are garlic
powder and smoked paprika! Some people
are eating plant-based ingredients without
even realizing it.”
Consumers have no shortage of options
as plant-based eating and lifestyle choices
continue to go mainstream. Companies
are meeting the demand with creative,
sustainable products and services that
are better for the planet, healthier for the
body and allow people to align their values
with their purchases. As the interest
increases, new innovations are likely to
explode on the scene and the plant-based
followers are ready.
Carrie Jackson is an Evanston, IL-based
freelance writer and frequent contributor to
Natural Awakenings. Connect at
CarrieJacksonWrites.com.