by Leslie Ewing - PBFC Executive Director
For 40 years, Yves Veggie Cuisine helped Canadians imagine a different way of eating. Its veggie dogs and burgers were in lunchboxes, on barbecues, and at family dinners long before plant-based became a buzzword. Now, as the brand disappears from shelves, it is tempting to see this as the end of a story. In reality, it marks the start of a new chapter in Canada’s plant-based journey.
When plant-based first captured national attention, the spotlight was on burgers and nuggets designed to mimic meat. Those products mattered. They sparked curiosity, shaped early perceptions, and drew millions of Canadians to try something new. But the sector has outgrown its origins. Today, plant-based foods stretch far beyond patties. Oat and soy-based dairy, tofu and tempeh, bakery items, beverages, snacks, and innovative staples like lentil pasta or oat yogurt now sit side by side with animal-based products in grocery aisles.
This shift has changed how Canadians see plant-based foods. They are no longer “alternatives” tucked onto a specialty shelf. They are everyday options that add variety, spark creativity, and bring new flavours to Canadian tables. Oat milk in a latte, plant-based creamer in coffee, or pasta made with chickpeas and lentils are mainstream choices. Increasingly, Canadians are eating this way as flexitarians—mixing plant-based and animal-based foods in a balance that fits their health goals, their values, and their budgets.
What shoppers find in stores is only the final step in a much longer chain. Every new product represents years of upstream work, from seed breeding to crop production to ingredient processing. Canada’s strengths in peas, soy, oats, canola, and lentils give us a unique advantage. We are already the world’s top producer of lentils, and in 2023 Canada exported more than $2.4 billion in plant and animal protein ingredients, most of it to the United States. With the right support, we could move beyond commodity exports and become a global hub for value-added plant-based ingredients that fuel the next generation of foods.
Consumers are already driving this momentum. Today’s shoppers are both cost-conscious and health-conscious. They want foods that fuel their lifestyle, fit their dietary needs, and align with their values. Protein is now non-negotiable; plant-based products are judged alongside animal proteins on equal terms. The next frontier is fibre. Over 90 percent of Canadians do not get enough of it, and plant-based foods are uniquely positioned to help close that gap. Products that combine nutrition with affordability and convenience in formats people already know will earn long-term loyalty.
Our bigger challenge is not demand but perception. Too often, plant-based foods are dismissed as “ultra-processed.” That label ignores the diversity of the category. Beans, tofu, and tempeh are minimally processed. Many new products are reformulating toward cleaner labels. And Canadians already accept processing in everyday foods like bread, yogurt, and pasta without question. The conversation needs to shift. Plant-based is not a fad. It is a toolbox of healthier, climate-smart, and practical options that give consumers more choice and strengthen Canada’s food economy.
The exit of a pioneer like Yves may look like a setback, but it is actually a sign of maturity. Consolidations, reformulations, and new entrants show an industry moving from hype to discipline. After the rush of early attention, plant-based is now focused on what matters most: taste, value, and credibility. Reinvention is not failure. It is how industries build resilience and stay relevant for the long haul.
Canada has the crops, the science, and the consumer demand to lead. What we need now are modernized regulations, investment in processing capacity, and policies that recognize plant-based foods as a pillar of our food economy. Yves may be leaving the stage, but the story is not ending. The future of Canadian plant-based is just getting started, and it is time to put that potential first.