The Harvest Table targets flexitarian boom with US plant protein push

South African wellness company The Harvest Table is positioning its plant-based protein range to appeal to a growing number of flexitarian consumers, arguing that demand for plant-based nutrition is increasingly being driven by people seeking greater dietary variety rather than those following exclusively vegan or vegetarian lifestyles.

• The Harvest Table says plant-based nutrition is attracting a broader flexitarian consumer base
• The company has launched its Vegan Protein product on Amazon in the US
• All products are manufactured in-house at its South African facility under GMP and audited food safety standards

The company says changing consumer preferences are expanding the market for plant-based nutrition, with more shoppers choosing products based on ingredient transparency, convenience and personal wellness goals rather than strict dietary identities.

"We're seeing more consumers explore plant-based options without making a complete lifestyle change," said Catherine Clark, Founder of The Harvest Table. "For many people, it's simply about finding products that align with their personal preferences, wellness goals, and desire for simple, recognizable ingredients."

According to the company, this shift reflects increasing interest in flexible eating patterns, where consumers incorporate both plant- and animal-based foods into their diets while seeking a wider variety of protein sources.

Sam Clark, CEO of The Harvest Table, said consumers are becoming more focused on ingredient lists and product simplicity. "Consumers are asking more questions about what goes into their food and nutrition products," he said. "They're looking for straightforward formulations and products that fit naturally into their daily lives. Plant-based nutrition is becoming part of that conversation for a much wider audience."

As part of its expansion into the US market, The Harvest Table has made its Vegan Protein product available through Amazon. The formulation combines pea protein and brown rice protein with glycine and proline, which the company says are included to provide a natural collagen-boosting effect. It is produced without added gums, fillers, preservatives, artificial flavors or dyes.

The company says the product has been developed as an everyday nutrition option consistent with its focus on clean-label formulations and recognizable ingredients.

Alongside its plant-based protein, The Harvest Table's US portfolio also includes Multi Collagen Radiance and Bovine Collagen Granules.

The family-owned business manufactures all of its products at its custom-built facility in KwaZulu-Natal, South Africa, where it oversees sourcing, formulation and production. According to the company, the site passes annual Food Safety Assessment audits, meets Good Manufacturing Practice (GMP) requirements and is recognized as a Food Safe Facility. It also maintains Halaal certification for applicable markets.

Founded by Catherine Clark following her own health journey, The Harvest Table specializes in collagen products, bone broth and functional nutrition blends. The company says its products are made without added fillers, preservatives, artificial colors or flavorings, while also emphasizing recyclable packaging and responsible manufacturing practices.

(Main photo shows Sam Clark, CEO and Catherine Clark, Founder)