Elsa is a passionate professional dedicated to driving positive change in the food industry. With over five years of experience in market research and consumer understanding, she has gained valuable insights into consumerbehaviour and preferences to formulate strategies that accelerate the transition towards a plant-based food system. She is originally from Mexico and enjoys exploring different cultures and cuisines, finding inspiration in the diverseflavours and culinary traditions of the world. In February of this year, she joined ProVeg International to support its mission to transform the global food system by replacing 50% of animal products globally with plant-based andcultivated foods by 2040.