Managing director of plantbased at Dragsbæk A/S and chairman of the Danish Plantbased Food Association, Henrik Lund is an experienced retail manager with a strong background in food and beverage, FMCG, and key account development. With a deep understanding of the consumer goods industry, Henrik has worked to drive change and support the transition to more sustainable food production.
In this interview, Henrik discusses the work of the Danish Plantbased Food Association, recent achievements, and the association’s ongoing efforts to promote plant-based food solutions in Denmark and across Europe.
Who is the Danish Plant-Based Food Association, and what does it stand for?
The Danish Plant-based Food Association is Europe’s largest association for plant-based foods. When Plantebranchen was founded in 2019, the association quickly gained interest from producers, politicians and environmental organizations. This made Plantebranchen the recognized spokesperson for the commercial interests of the plant-based industry. We represent some of the most progressive and innovative companies in Denmark (and increasingly internationally as well), who are leading the transition towards more sustainable food production.
We strive to create a level playing field for the plant-based industry, working with policymakers to ensure fair legislation. We also support market development and focus on creating strong partnerships between key actors of the industry.
What have been the biggest achievements in the past 12 months?
One of the biggest achievements for Plantebranchen in the past year has been securing more funding for Plantefonden (the Danish Plant-based Food Grant). We worked to ensure that politicians placed greater focus on plant-based solutions within the Green Tripartite Agreement, which is an agreement outlining a plan for how Denmark will restore nature and biodiversity while reaching climate targets.
When the agreement was finalized, we were pleased to see that 420 million DKK was now earmarked for plant-based foods through the Plantefonden. This is ten times more than what was originally proposed by the government. Of course this could not have been achieved without all the politicians, organizations, and other stakeholders who have supported this push for more plant-based initiatives in the Green Tripartite Agreement – and Plantebranchen is proud to have been an important part of this push.
What activities are currently in focus?
One of our key focus areas at the moment is the push for a European Action Plan for Plant-based Foods. As one of the partners behind Denmark’s own Action Plan for Plant-based Foods—the first of its kind in the world—Plantebranchen is actively engaged in making this a reality at the European level.
We are encouraging Danish Members of the European Parliament to ensure that the European Action Plan for Plant-based Foods, as agreed upon in the Green Tripartite Agreement, is put on Denmark’s agenda during its EU Presidency this year (2025). With Denmark holding the EU Presidency this year—and as the first country in the world with a national action plan for plant-based foods—we have a unique opportunity to share our experiences and push for a fairer and more sustainable food policy across Europe. It is equally important that other EU member states also support this initiative.
We believe that an EU Action Plan for Plant-based Foods is essential for food security and consumer choice. Europe’s food system must be resilient to climate change, geopolitical tensions, and supply chain vulnerabilities. Increasing self-sufficiency in the production of fruits, vegetables, and legumes would strengthen food security. For example, a report from IFRO (Department of Food and Resource Economics) shows that Denmark currently does not produce enough fruits, vegetables, and legumes to meet demand, relying heavily on imports.
An EU Action Plan for Plant-based Foods could help ensure a level playing field for producers. Right now, EU policies often favor animal-based foods over plant-based ones, from farm subsidies to rules on nutrient fortification. One example is that organic plant-based drinks cannot be fortified with important nutrients like calcium, vitamin D, or B12, even though this is standard for conventional alternatives. This unequal treatment creates unnecessary barriers for plant-based producers and limits both innovation and consumer choice.
Other current focus areas include climate labeling, an export project to Sweden, plant-based foods in cafés and takeaway, and fortification of plant-based foods.
What is the current development of the industry in Denmark, what do you expect in the medium term?
On the producer side, there is a lot of innovation and knowledge, which we see reflected in our many ambitious members. In the catering sector and public kitchens, we’re also seeing very positive developments in plant-based options. However, growth in the consumer segment remains lower. But we have high expectations for catering and public kitchens – and these sectors are likely to influence the consumer segment as well.
What are the success factors for building a powerful Plantbased Food Association like yours?
Two key factors have been crucial for building a strong plant-based food association. First, it’s been important to stay focused on our own mission—promoting plant-based solutions—without directly criticizing animal-based products. We believe that highlighting the positive potential of plant-based foods creates a more constructive dialogue and encourages broader support.
Second, in Denmark, developing strong relationships and close collaboration with NGOs has been essential. By working together with organizations such as Dansk Vegetarisk Forening (Vegetarian Society of Denmark), Dyrenes Beskyttelse (Animal Protection Denmark) and Danmarks Naturfredsningsforening (The Danish Society for Nature Conservation), we’ve been able to align our efforts with wider movements for a more sustainable food system. These partnerships help strengthen our voice and ensure that plant-based solutions are part of the bigger picture for both food policy and environmental goals.
