Consumers are finding themselves at a long-awaited intersection: diets are shifting to prioritize nutrition and environmental impact at a time when food innovation is booming and new brands hoping to address consumer’s fluctuating priorities emerge daily on grocery shelves. When food culture drives buying decisions in a sea of indistinguishable plant-based options, how do emerging products bust the paradigm of what people can expect from alt-meat? Where will consumer behavior go and how will the industry keep up? This panel will discuss this shift, and what the implications are for buyers and the food industry, ending with a hands-on activation where attendees will experience and taste mushroom root.