Dr. Mike von Massow poses for a headshot in front of a shelf of potato chips and goldfish at a grocery store.
Dr. Mike von Massow

Food economist Dr. Mike von Massow discussed why there has been a drop in interest in plant-based meats for a report that appeared on CBC’s The National.  

“The risk of trying to deliver the perfect analogue, is that if you’re not quite as good – if you don’t deliver on your promise, people will say ‘I tried it. Been there, done that. I’m going to go back to what I like,” said von Massow. 

A professor in the Department of Food, Agriculture and Resource Economics in the Ontario Agricultural College, von Massow researches retail and restaurant food demand, supply chain management, and value chain structure and performance.