We view the trillion-dollar global market of industrial animal agriculture as an antiquated and inefficient food production system with serious vulnerabilities.
These inefficiencies threaten our long-term ability to feed a rapidly growing global population, are destructive to the environment, detrimental to our health, and cause great suffering to animals.
We believe this broken food system is ripe for innovation and large-scale disruption and that fixing it poses the most vital economic and ethical imperative of our time.
We seek opportunities that allow us to make an impact and provide wellness to all living beings, including present and future generations.
We combine our understanding of early adopters of plant-based foods with distribution relationships to get new innovations in the hands of consumers.
We focus on high-impact ventures with potential to reach mass markets.
We combine our entrepreneurial nature, food expertise, and connections to strategic partners and early adopter networks to rapidly propel novel plant-based products to high visibility.
We measure potential for success based on four key tenets, which we call our “Food PACT”: Price, Awareness, Convenience, and Taste.
Price - While early adopters are usually willing to pay a premium, we need to know that the product can meet mainstream retail price points once at scale.
AwarenessAwareness - Grocery store shelves and foodservice menus are crowded, competitive spaces. Our companies have to be able to break through the noise and tell a compelling story to connect with consumers.
ConvenienceConvenience - As humans,
we buy and eat food in all kinds of settings: on airplanes, at Michelin-rated restaurants, in school cafeterias, and at corner bodegas. We seek products that can be distributed timely and broadly to support sustained changes in consumer demand.
TTASTE - Ultimately, taste is the most important criteria when we assess potential investments. No one repurchases a product that they did not like.
We are hands-on investors with a collaborative approach focused exclusively on alternatives to animal proteins, which provides deep knowledge about an untapped space.
We provide Angel, Seed and Early-Stage funding to entrepreneurs developing direct plant-based and clean meat replacements to meat, dairy, eggs, and seafood.
We employ our culinary knowledge, experience in food manufacturing, understanding of consumer habits, investment skills and global network to catalyze investments.