Rebellious's Approach to Food Service

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The opportunity lies in making plant-based meat a routine part of people's diets by encouraging progress, not perfection, in consumer behavior. Embracing advocacy for meat-free days and advocating for trying plant-based products when suitable for one's diet. Rebellious targets the food service space by focusing on the school food service where there are about 30 million student meals served daily, making it easier to penetrate the market due to the limited number of decision-makers.

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:

Kristie Middleton: MeatLess: Transform the Way You Eat and Live—One Meal at a Time
In a recent interview with The Food Institute with Christie Lagally
50% of all meals served in Sodexo university settings will be plant-based by 2025
Request For Proposals for something called Mock2
Josh Balk episode on our podcast
AG funder interview re continuous process vs batching
Podcast: Business for Good (start-ups)
Food BizWiz by Aly Ball about getting food start-up products into retail
Rebellyous Foods Hiring

(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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