JAMAICAN manufacturers are placing calculated bets on the country’s growing appetite for plant-based goods, as changing consumer values and mounting public health concerns give rise to a new frontier in food production.

No longer a fringe lifestyle driven solely by faith or dietary restrictions, plant-based or vegan eating is quietly shaping new product lines in baking, beverages, cosmetics, and catering. Behind the scenes, legacy companies are reworking ingredient lists while entrepreneurs position their brands to meet a future where labels like “dairy-free”, “cruelty-free”, “No ADA”, and “100 per cent whole wheat” carry commercial weight.

“It used to be like 10 per cent plant-based or vegan food when we catered at events, now it’s almost 40 or 50 per cent,” said acclaimed caterer and chef Jacqui Tyson. “People are eating a lot more plant-based, and we as chefs have to find a way now to upscale the plants so it becomes a gourmet item, which is the trend of the world.”

Tyson has watched the shift unfold not just in the fine dining scene, but in schools and workplaces too. Her team has embraced the growing appetite for roasted cauliflower, zucchini ribbons, and curry jackfruit, not as side dishes but as stars of the plate.

“You cannot do any kind of spread of food without four or five items plant-based. And what we’re seeing now is the plant-based dishes are the first things to finish,” Tyson told the Jamaica Observer in a recent interview.

She also noted that Meatless Mondays — once a novelty — have taken root in school and corporate canteens.

“Mondays are now known as Meatless in a lot of places. Even for children, a pasta with pumpkin sauce might replace cheese sauce, or snacks might be fruit sticks and pineapple instead of biscuits,” she said. “It’s not just a trend, it’s how the next generation is learning to eat.”

Bloomberg Intelligence projects that that global plant-based food market could surpass US$162 billion by 2030, up from US$29.4 billion in 2020 fuelled by growing concerns over personal health, sustainability, and animal welfare. In developed markets, demand is being driven by millennials and Gen Z consumers prioritising ethical and clean-label products, while in emerging markets like Jamaica change is coming more gradually, but no less significantly.

Though hard data is limited locally, anecdotal evidence suggests that Jamaican consumers, particularly urban professionals and health-conscious young adults, are embracing plant-forward lifestyles. From increased foot traffic at vegan cafés to fast-selling dairy alternatives on supermarket shelves, the signs of shifting preferences are becoming difficult to ignore.

Among the companies taking the lead is Purity Bakery, one of the country’s oldest commercial baking operations. Under Managing Director Anthony Chang, Purity has gradually stripped out chemical additives and repositioned many of its offerings to align with healthier lifestyles.

“We all eat our own products,” Chang told the Business Observer in an exclusive interview. “Because of that, we’re very careful what we put in. We’ve taken out ADA, we don’t use bleached flour, and we’ve reduced sugar.”

ADA, or azodicarbonamide, a dough conditioner banned in parts of Europe and North America, is still common in some commercial baking formulas. Purity’s decision to eliminate it quietly — without the need for marketing spin — was, as Chang put it, “about doing what’s right, not what’s marketable”.

“We were the first bakery to offer a 100 per cent whole wheat bread certified by the Grain Council,” Chang said. “Not brown bread. Not half-and-half. Full whole wheat flour, with the bran intact. We stand behind that.”

Still, the line between health and indulgence is narrow.

“There’s a paradox,” Chang admitted. “People want healthier products, but they still buy indulgent ones. So we create a spectrum — whole wheat bread for the health-conscious, cinnamon rolls for the sweet tooth.”

That balancing act is also an economic one. Ingredients like cassava flour and Jamaican peanuts are hard to source in consistent volumes.

“We tried cassava,” he said. “The demand wasn’t the problem. The supply was.”

Local agriculture, once the backbone of Jamaica’s economy, has struggled to adapt to the needs of modern processors. Spices like ginger and turmeric, tropical fruits like papaya, even everyday staples like oats — too often they’re imported despite being native to the island.

“You want to talk about healthy products? Talk about consistency,” Chang said. “Without consistent local supply it’s very hard to innovate. It’s easier to import than to negotiate through red tape or pray for a good harvest.”

Distributors like Everything Fresh Limited are also adjusting their portfolios. The company now offers almond-based vegan cream cheese, plant-based yogurts, and alternative meats through its food service channels. However, critics agree that much of this remains confined to upscale supermarkets and hotel kitchens.

“We’ve diversified the portfolio to meet the needs of customers seeking healthier options,” said Chairman Gregory Pullen.

In 2021 Caribbean Foods Limited, makers of Foska Oats, introduced oat milk to the Jamaican market. The move was initially cautious.

“We sold fewer than 100 cases in the first month,” the company said. “But with digital promotion and public education, it quickly picked up.”

Oat milk now sits among the company’s most promising new categories.

“Plant-based diets are gaining traction due to their associated health benefits, such as lower cholesterol and improved overall well-being,” Foska added.

Even in the beauty sector, plant-based thinking is gaining momentum. Shanique Ellington, founder of Le Champ Cosmetics, launched Jamaica’s first vegan make-up brand five years ago.

“There were limited Jamaican brands, and even more limited product offerings if you cared about what you were putting on your skin,” she said.

The brand now ships to the UK and US, and uses ingredients like coffee seed extract and aloe vera in its formulations.

“There is a direct correlation between people being more health conscious with their diets and how they consume other non-food products,” Ellington said.

She said the commitment to clean beauty goes beyond branding — it’s personal.

“Having several skin conditions myself, I have to be absolutely certain what I’m putting out there is safe,” she said. “That’s why we use ingredients like aloe vera, sweet almond oil and coffee seed extract. They’re not only plant-based, they’re also gentler on the skin.”

But staying true to those values hasn’t been easy.

“Sourcing quality ingredients locally is hard. Sometimes we have to import, and that affects pricing, but I think customers appreciate that we’re not compromising.”

Social media has helped accelerate this consciousness. Consumers are increasingly influenced by content linking nutrition to energy, skincare, and overall wellness. Short videos about plant-forward eating or toxin-free beauty alternatives rack up millions of views — and Jamaican brands are taking note.

For many young people, healthy eating is no longer a personal preference, it’s an identity statement. The Jamaica Youth Advocacy Network (JYAN) believes the plant-based movement among youth isn’t driven solely by trend, but by an evolving understanding of health equity, food access, and body autonomy.

“Culturally, Jamaica often does not respect the diversity of the country we live in,” JYAN told the Business Observer. “Oftentimes the ‘vegan’ or ‘vegetarian’ option, when present, is either poorly presented or simply not nutritionally balanced.”

JYAN has not focused exclusively on vegan advocacy, but supports food diversity and greater access to nutrient-rich meals for students and young professionals alike.

“The more there is an industry for plant-based foods, even meat-eaters benefit from greater access to fruits and vegetables,” the organisation explained.

The group notes that high costs and limited options still create barriers for many families. Supermarkets remain expensive, while availability in rural areas lags behind.

“Attractive packaging and stronger branding could go a long way,” the group added. “Young people are impressionable. If something looks desirable, they’re more likely to give it a try.”

Back in the catering kitchens and bakeries, those shifting preferences are translating to new commercial strategies. Purity’s team is pushing forward, regardless of whether policymakers have caught up.

“You can’t wait for the perfect moment,” said Chang. “You just keep doing what’s right, improving the product, and hoping the market catches up.”

And when asked what would make the biggest difference?

“Government incentives for healthier products,” he replied. “If a company is taking the risk to develop better food, make it easier. Give tax breaks. Promote it. Connect us with farmers who can meet the volume. Otherwise, we’ll all keep importing what we could have grown.

“I think the Government could help,” Chang said. “But more than anything, it’s the awareness. And the demand. Once people know better, they will ask for better.”

Anthony Chang (left) discusses the inclusion of more plant-based ingredients in Purity’s baked goods during an interview with the Jamaica Observer at the company’s head office in Kingston. He is seated next to (from second left) Quality Manager Shannon Benjamin, who noted that the removal of ADA was a necessary step to protect consumer health, and Sales Manager Christopher Goodison. (Photo: Karl Mclarty)