Elsa Guadarrama is a dedicated and passionate professional with a wealth of international experience in market research and consumer understanding. With a deep appreciation for diverse cultures and cuisines, Elsa draws inspiration from the multitude of flavors and culinary traditions found around the world. Originally from Mexico, she brings a unique perspective to her work. As the Consumer & Market Research Manager at ProVeg International, Elsa is fully committed to spearheading positive change within the food industry. Since joining the organization in February of this year, she wholeheartedly contributes to ProVeg's mission of transforming the global food system. With a goal of replacing 50% of animal products worldwide with plant-based and cultivated alternatives by 2040, Elsa plays a crucial role in driving this ambitious agenda forward. Elsa's expertise in market research and consumer understanding enables her to identify key insights and trends, informing ProVeg's strategies and initiatives. With her unwavering dedication and commitment to creating a more sustainable and ethical food system, Elsa Guadarrama is a valued member of the ProVeg team, working tirelessly to make a positive impact on the world.