Food In Canada

Plant Veda hires Joanna Cruciat as brand director

By Food in Canada staff   

Business Operations Plant-based foods Plant Veda

Plant Veda Foods appoints Joanna Cruciat as the new brand director.

Cruciat is an innovative brand expert with more than 20 years of experience in marketing communications. She has successfully helped develop, launch and lead the implementation of a number of brands into the market. Cruciat brings a solid track record in advertising, creative design, public relations, promotions, on-line marketing, social media and research.

She started her journey at Yves Veggie Cuisine over 25 years ago, working on new product development and helped her team bring consumers to the newly born meat alternative category. Since then, she has worked on branding strategies for a variety of products and brands like Gold Seal, Ocean Brands, Transylvania Flavour, Shoes2go International, and most recently Ocean Food Sales.

“Good for you food was ingrained in my family’s tradition,” said Joanna. “Having grown up with a chef as my father, and my mother’s excellent baking skills, fresh food and clean ingredients were a mainstay in our home. I have always been drawn to quality food products both personally and professionally. The passion and the drive of the Plant Veda team spoke to me deeply, as I am an entrepreneur at heart, and I have run two family businesses in both the hospitality and retail industries.”


“Brand awareness through consistent messaging is as important as the whole food ingredients we base our products on,” explained Sunny Gurnani, CEO of Plant Veda. “Quality of brand goes hand in hand with the quality of our products, they are mutually inclusive. Over the years we have recruited an impressive team dedicated to the quality of our products, and with the addition of Joanna on our brand side we have completed the circle of consistent quality throughout the whole company.”

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