For decades, soy milk was the only widely available alternative for those seeking a non-dairy option. But in recent years, the plant-based milk market has transformed into a thriving sector filled with innovation, from almond and oat to pistachio and even sesame. According to McKinsey's 2022 Dairy Report, this evolution reflects shifting consumer habits: nearly a quarter of Americans now consume both dairy and plant-based alternatives, driven by factors like health, taste and sustainability. Yet, the market is not without its challenges -- rising prices, environmental concerns and the need for differentiation have put pressure on producers to innovate.

Enter Laura Shenkar, founder and CEO of PKN, the world's first pecan milk brand. Shenkar has positioned pecans, America's only indigenous commercial tree nut, as a sustainable and nutrient-packed alternative in the crowded non-dairy aisle.

Shenkar shared with Salon how PKN aims to disrupt the category, from its ecological focus to its commitment to taste and accessibility.

This interview has been lightly edited for length and clarity.

The market for plant-based milk alternatives is growing crowded, with almond, oat and soy dominating the shelves. What inspired you to champion pecans as the centerpiece of PKN, and how do you see pecan milk carving out its space?

We've captured the attention of consumers because we are addressing a rare white space in consumer products -- with a hero ingredient people always love to fill one of the mainstays of the American diet, milk.

As we look toward the evolving water crisis in California, it's clear that we need to start looking for a new, water-resilient source of nuts.

A 2016 stream revitalization project in San Saba Texas sparked my interest in pecans. As the only commercial tree nut indigenous to America, they were uniquely resilient and could be independent from the demands for water, for chemicals like pesticides, as well as pollinators that define the current supply of nuts in the US. These nuts are all from California, where almonds alone use more than 10% of its water.

With more than a third of US consumers lactose intolerant, this market will need to double just to address our basic health requirements. Pecans provide the highest level of flavonoids and the highest ratio of antioxidants of any tree-nut to support brain- and heart-health.

But most importantly, we believe that next-generation brands need to make food that brings joy and delights our consumers. You should feel the celebration of Thanksgiving pecan pie in every sip.

Pecans are native to the U.S., and you've highlighted their ecological benefits. How does PKN approach sustainability, and what challenges do you face in scaling a product while staying true to your environmental ethos?

We believe that next-generation consumer products need to efficiently use scarce resources, and we've built our company from the ground up to minimize food waste and build a robust, carbon-efficient supply chain.

We've worked with the most committed pecan shellers to upcycle pecan pieces and capture nut meats to preserve their nutrition.

We've also developed a waste-free production process that uses dramatically less water and produces less waste than conventional almond milk manufacturing.

Finally, we've invested to develop our products for shelf-stable packaging with a year-long shelf life.

It's important to note that pecans are truly the only commercial nut that is indigenous to America. Pecans do not require irrigation or chemicals to grow. They're self-sustaining and also a more pure crop in terms of agriculture.

Every day we all seem to hear about the water scarcity in California and how it impacts the supply of almonds. As this water scarcity limits nut production in California, pecans are emerging as the only sustainable choice. Having pecan milk on shelves as a choice for consumers gives them a delicious alternative that can also be better for sustainability measures and the environment.

Your messaging emphasizes health benefits, from antioxidants to omega-3 fats. How do you balance communicating the science behind these benefits with making your brand approachable to the average consumer?

Consumers have a lot of options these days, so we're committed to in-store sampling events that introduce PKN with its wonderful taste and also highlight the nutritional benefits. Flavonoids have been an unsung hero for brain-health, and people are interested to learn that integrating pecans into everyday eating can support longevity and health.

You've mentioned that pecans can serve as an anchor for the future of farming. Could you share more about PKN's relationship with pecan growers and how you're fostering partnerships that benefit local farming communities?

We care about our sourcing and we are very much focused on our farmers. We highlight the hard work our farmers do to grow the pecans that become our milk. It's important to note that our milk is made of upcycled pecan pieces. To that, we as a company are more sustainable than any other brand on the market. So many farmers were wiped out by the Hurricanes Helene and Milton, and will not recover. We are in touch with them and are doing everything in our power to help them as they move forward.

Taste is king in the food world. What steps did you take to ensure pecan milk delivers on flavor, and how have consumers responded to its distinctive taste compared to more established plant-based milks?

We see taste as a primary driver, followed by all the wonderful attributes that pecans offer. With our Barista product in particular, it took us 18 months to get it right. What that means is we failed a lot in order to perfect it, to make the Barista the highest quality it can be, especially when it comes to frothing qualities for making lattes and cappuccinos.

Plant-based foods often face scrutiny over accessibility. How does PKN aim to make pecan milk a viable option for a wider audience, both in terms of price and availability?

Much of our product innovation has focused on upcycling pecan pieces, which generates a new revenue stream for farmers, but also reduces the price of our products. As we ramp up production, we'll be able to reduce costs and introduce new products for each of the grocery market segments.

We closely watch the market and see where we fit in, in terms of product offerings and price point. Indeed, accessibility is important to us, and we want to make sure our pecan milk stays as reasonably priced as possible.

You're developing what you've called 'next-generation plant-based foods.' What's on the horizon for PKN beyond pecan milk, and how do you see the brand evolving in the coming years?

We're on the hunt for new ingredients to simplify our ingredients. We're examining opportunities to integrate other native plants into our pecan milks for both sweetness and spiciness, for protein, and also to add bio-effective, plant-based sources of calcium and key minerals.

We are rolling out new products in 2025, so stay tuned!

We've captured the attention of retailer buyers and consumers because we are addressing a rare white space in consumer products -- with a hero ingredient people always love to fill one of the mainstays of the American diet: milk.