Hackensack vegan cheese maker Violife is making its debut as an event sponsor of the Food Network‘s upcoming annual New York City Wine & Food Festival.

As part of the company’s tie-up with the high-profile culinary event, Violife created the first recognition for the best plant-based burger at the festival’s signature showdown.

Considered one of the most popular events of the four-day festival, this year’s Blue Moon Burger Bash is scheduled for Oct. 13 and will be hosted by award-winning TV host, author and chef Rachael Ray.

To be eligible for the “Powered by Plants Award,” entries must contain a minimum of 25% plant-based or alternative protein substitute in the burger patty and be topped or paired with a plant-based or dairy-free condiment, sauce or cheese.

The company will also showcase its dairy-free cheese through a collaboration with Mike Puma, an award-winning chef known for his work at New York City’s Gotham Burger Social Club, who will present attendees with a custom plant-based burger featuring Violife cheese.

The Food Network New York City Wine & Food Festival presented by Capital One (NYCWFF) will run from Oct. 12 through Oct. 15 at Pier 86.

“The beauty of the Festival is the eclectic foods that everyone can enjoy, and we’re excited to bring Violife and dairy-free options to Burger Bash,” said Rachel Waynberg, senior marketing manager of foodservice for Violife. “We’re always blown away by the creativity of these the talented chefs and we can’t wait to see the plant-based creations that Gotham Burger and the Powered by Plants Award competitors bring to the table.”

The sponsorship comes as Violife continues efforts to make its products more appealing and accessible to non-vegan consumers.

In a recent interview with vegconomist, Violife Chief Marketing Officer Brian Orlando said the company’s decision to expand its reach beyond the vegan community was prompted by feedback from its consumers, many of whom seek dairy alternatives for reasons like allergies, indigestion and sustainability concerns.