Elsa Guadarrama is the Consumer & Market Research Manager at ProVeg International, a pioneering organization committed to replacing 50% of animal-based food with plant-based and cultivated alternatives by 2024. Originally from Mexico, Elsa brings an extensive international background in brand building and market research, having collaborated with leading brands in the global food industry. Her diverse expertise has played a crucial role in leading one of the most important plant-based market research projects in Europe under the EU-funded Smart Protein project.