Kristie Middleton on why engineering breakthroughs are essential for low-cost plant-based alternatives
Mar 26, 2024
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Kristie Middleton, VP of Business Development for Rebellyous Foods, discusses how engineering breakthroughs make affordable plant-based alternatives a reality. They tackle challenges in scaling plant-based meats for mass consumption, targeting institutions like universities. The episode is a must-listen for those interested in plant-based meats and company scaling in this market.
Rebellyous Foods focuses on making plant-based chicken affordable and accessible in institutions like schools to impact a large audience efficiently.
Novel manufacturing technology like 'Mokku' enhances worker conditions, reduces energy consumption, and ensures high-quality plant-based meat products.
Addressing challenges in the plant-based meat industry includes advocating for progress over perfection, expanding options in food service, and developing innovative manufacturing technologies.
Deep dives
Rebellious Foods and School District Presence
Rebellious Foods has products available to over 3 million students through 200 school districts, offering plant-based chicken options like nuggets and tenders. By focusing on making plant-based chicken affordable and accessible in institutions like schools, they aim to impact a large audience efficiently. The feedback received has been positive, and the company's innovative manufacturing technology aims to address scalability, affordability, and worker conditions.
Innovative Manufacturing Technology - Mokku
Rebellious Foods introduces 'Mokku,' a continuous production equipment designed to streamline the process of creating plant-based meat. Unlike traditional batch processes, 'Mokku' allows for a more efficient, consistent, and cost-effective production method. This novel equipment not only enhances worker conditions, reduces energy consumption, but also ensures a high-quality end product. The company's focus on innovative technology sets them apart in addressing key challenges in the plant-based meat industry.
Challenges and Opportunities in Plant-Based Meat Industry
The plant-based meat industry faces funding challenges for startups, consumer confusion, and market saturation. Companies like Rebellious Foods work to combat these issues by prioritizing transparency, focusing on taste, and offering clean-label products. Opportunities lie in advocating for progress over perfection, expanding plant-based options in food service, like schools, and developing novel manufacturing technologies to enhance affordability and accessibility of plant-based products.
Market Trends in University Campus Catering
There is a growing trend towards serving high portions of plant-based foods at university campuses as students are more experimental and interested in plant-based options. While there is demand for these alternatives, the university dining space is competitive, with a focus on offerings in the retail setting rather than all-you-can-eat dining due to cost considerations. Companies like Rebellious Foods are navigating this landscape by being on menus at various higher ed institutions.
Challenges and Opportunities in Distribution for Startups
Distribution poses a significant hurdle for startups in the plant-based meat industry, requiring innovative approaches to reach customers effectively. Some challenges include securing distributors willing to pick up new products, especially when faced with existing alternatives. Finding brokers passionate about plant-based products and capable of dominating the market is crucial. Additionally, addressing issues like storage constraints and building relationships with school food industry stakeholders are essential for sustained growth in new markets.
Kristie Middleton is vice president of business development for Rebellyous Foods where she and her team help institutions add more plant-based options to their menus. Kristie’s also the author of MeatLess: Transform the Way You Eat and Live—One Meal at a Time and a long-time animal advocate.
Rebellyous Foods has created novel manufacturing technology in order to make plant-based chicken more affordable to the masses. Mainly targeting food service providers such as universities and school districts, Kristie, who is Vice president of business development at the venture capital funded company, uses her experience from her days at The Humane Society to ensure that this product is a clean and price comparable product in those markets.
A great episode for those interested in all things plant-based meats and how to scale a company providing this type of product to the masses.
Relevant links to things mentioned throughout the show:
(00:00) START (04:23) ABOUT REBELLYOUS FOODS (09:31) PATENTED EQUIPMENT (16:47) EDUCATING THE CONSUMER (22:12) A GOOD APPROACH MAKES A DIFFERENCE (28:24) THE MOCK 2 (34:53) ADVANTAGES TO COMPANIES FOCUSED ON PROFIT (45:46) OTHER AREAS THAT NEED INNOVATION (51:38) MOMENTS THAT INSPIRED CAREER CHANGE (01:02:31) FOCUS ON THE MISSION (01:06:05) CLOSING QUESTIONS
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