24-year-old entrepreneur to launch plant-based "superprotein" products by vote

July 24, 2019 by  
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Food science labs around the world are aiming to take over the meat industry with alternative protein options, but a new competitor has entered the market: an ambitious and well-resourced 24-year-old entrepreneur named Kim Le. Le’s fledgling company, called Prime Roots, is planning to launch its alternative meat products in early 2020 and will add its items to shelves already occupied by major companies like Impossible Foods and Tyson . While alternative proteins do address the meat industry’s unsustainable impact on the environment, many of them rely on GMO and lab-grown methods to produce proteins. Prime Roots markets its products as sustainable, non-GMO, whole food-sourced “superproteins.” Related: Impossible Foods tests a fish-less fish protein Unlike most corporations, Prime Roots uses a unique, democratic process for selecting the three products that will be available in 2020. It invited its “community of eaters” to vote on the products via the company’s website . The website also boasts promo codes, giveaways and “ambassadors-only events” for potential consumers interested in taking a more active role in the company’s sustainability and promotional efforts . Months before the products are actually available, the website invites visitors to read-up about alternative proteins and “join the superprotein revolution.” Le, a recent UC Berkeley graduate, developed the idea for Prime Roots during her time in college. The daughter of famous Vietnamese chef Chi Le, Kim spent her whole life around food and went to university specifically to learn more about fermentation science. She got her start as an entrepreneur through UC Berkeley’s Alternative Meat Lab housed at the Sutardja Center for Entrepreneurship and Technology. Her company then began to grow and become a reality through support from IndieBio. Since then, Le has amassed over $4 million in investments through both True Ventures and the Collaborative Fund. Prime Roots products will include a meat-free chicken and bacon as well as seafood-less salmon and lobster. You can vote on the products you’d like to see on shelves first on the Prime Roots website . + Prime Roots Image via Prime Roots

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24-year-old entrepreneur to launch plant-based "superprotein" products by vote

Vegan and lab-grown meats predicted to take over meat market in 20 years

June 13, 2019 by  
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A new report claims that artificial but sustainable meats will take over the meat market by 2040. The study , conducted by global firm AT Kearney, contends that alternative meats will constitute 60 percent of the global meat market in the next 20 years, due to growing concern about the ethics and environmental impacts of the meat industry. Vegan meat production and sales have skyrocketed since their recent introduction to the market. Sustainable meats made from plant sources significantly reduce the carbon emissions associated with livestock and avoid all concerns about animal welfare. Vegan food corporations have received more than $1 billion in investments, including major corporations like Beyond Meat, Just Food and Impossible Foods. Conventional meat companies have even invested in this emerging market. Other companies are currently experimenting with growing meat in lab cultures, circumventing the need to raise and slaughter animals altogether. According to the report, while there are no such products ready for sale yet, people are expected to quickly adopt these products, despite initial distrust, because the taste and texture is so similar to real meat that they could outshine the vegan options. Around the world, people are increasingly adopting vegan and vegetarian lifestyles or consuming less meat in attempts to be more environmentally friendly. According to the report, “The large-scale livestock industry is viewed by many as an unnecessary evil. With the advantages of novel vegan meat replacements and cultured meat over conventionally produced meat, it is only a matter of time before they capture a substantial market share.” Related: Leaked footage shows brutal animal abuse at Fair Oaks dairy farm The conventional meat industry is worth over a trillion dollars globally, and it is difficult to believe it will be overshadowed by the sustainable lab or vegan meat industry, despite a billion dollars in investments. Still, the report is inspiring for the planet as more and more people take interest in decreasing their meat consumption in favor of more sustainable options. + AT Kearney Via The Guardian Image via Rustic Vegan

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Vegan and lab-grown meats predicted to take over meat market in 20 years

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