Why Now & What’s Next

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Why Now

The plant-forward economy is gaining momentum, creating new markets and business opportunities across food and beverages, wellness, natural materials, sustainable packaging, and bio-based innovation. This shift reaches well beyond what we eat. It is changing what we grow, make, and use, opening pathways for Appalachian entrepreneurs, workers, and communities to help shape and benefit from an emerging economic future.

Appalachia’s heritage foodways, maker culture, entrepreneurial spirit, and deep knowledge of plants and place provide a strong foundation for this emerging future. At a time when our communities face chronic disease, economic transition, and workforce disruption, these strengths offer practical pathways toward healthier living, local livelihoods, and lasting opportunity.

VFA is taking shape to connect these strengths with growing opportunity, helping Appalachian people and communities turn possibility into shared progress.

What’s Next

We’re starting by building relationships, listening to communities, and developing our four signature initiatives: Appalachian Confluence, VerBAM!, Verdant Pathways, and Plant-Forward Exchange.

We’re starting with relationship building and early collaborative efforts in North Central and Central Appalachia, anchored by our Huntington, West Virginia hub. Our phased approach will test and refine what works, expand partnerships and initiatives across Appalachia, and strengthen opportunities for local enterprise, workforce participation, and community wellbeing. As we grow, Appalachian people, places, and priorities will remain at the center.

VFA builds on Appalachia’s strengths to help its people shape the region’s next chapter and lead in the emerging plant-forward economy.