Sir: It was interesting to read about the introduction of Joya soya yogurts in Sainsbury’s (‘Joya targets UK with Austrian-grown soya,’ 18 May). But the strong focus on sourcing may be misplaced. The double-digit growth in the plant-based category is being driven by educating consumers about the benefits of a plant-based diet, backed by consistent investment in mainstream marketing support to help convince retailers to offer more shelf space.

Sustainability has always been at the heart of our business. With around a third of our soya beans sourced in Europe this year, we at Alpro believe sustainability is about the total carbon footprint of the final product from seed to shelf. We are confident we have the lowest overall environmental impact of any European plant-based manufacturer selling products in the UK.

John Allaway, commercial director, Alpro UK