With the rising popularity of vegetarian and vegan lifestyles, Becel partnered with chef Matt Dean Pettit and lifestyle expert Jillian Harris to launch a branded pop-up vegetarian restaurant called 'PLNT.' The pop-up was located in downtown Toronto from February 28th to March 1st. All guests were required to reserve their seats in advance for a cost of $22, which was donated to the Heart and Stroke Foundation.
The greenhouse-inspired design combined lush plant life with raw wood elements. A single, long dining table surrounded by 24 wood stump stools was accented by branded centerpieces containing a variety of herbs and the event hashtag #getPLNTed. Everything in the space including the plates, cutlery and waiters' uniforms were plant-based—and even the menus could be planted to produce basil.
The plant-based tasting menu included a variety of spreads such as spiced cashew "cheese," "devilled eggs" made with cherry tomatoes, crunchy guacamole bites, a vegetable "garden" in edible "soil," vegan mushroom wellington with savory hasselback sweet potatoes and apple cider poached pears.
This branded pop-up event was created to promote a plant-based diet using Becel products to lead a healthier lifestyle, which also benefits the environment.