President & Chief Innovation Officer, Mattson What You Need to Know About the Meteoric Rise in Flexitarian Eating 1. About Me
2. What We Do & Why We’re Interested In This Topic
3. What does Flexitarian Mean?
4. Proprietary Consumer Research
5. How HPP Can Tap Into This Trend
6. Q&A
3 President & Chief Innovation Officer MATTSON
Author TASTE: Surprising Stories & Science About Why Food Tastes Good
Instructor The Fundamentals of Taste at San Francisco Cooking School
Forbes Contributor I write about the business of food
44
INNOVATION & DEVELOPMENT
DRIVEN ENABLED BY STRATEGY BY INSIGHTS
6 IS CULINARY & TECHNICAL
WE ARE LOCATED AT THE EPICENTER OF FOOD TRENDS
BERKELEY’S CALIFORNIA WORLD-CHANGING WINE COUNTRY’S FOOD ACTIVISM ASPIRATION FOOD AND BEVERAGE
SAN FRANCISCO’S VIBRANT CULINARY SCENE
SILICON VALLEY’S SPIRIT OF INNOVATION
7 WE TRANSFORM HOLISTIC THINKING & CONSUMER INSIGHTS & FOOD TRENDS INTO VIABLE BUSINESS OPPORTUNITIES
8 OUR EXPERTISE: PRODUCT DESIGN & DEVELOPMENT
A GRA GREATEAT PRODUCTPRODU CT IS YOUR ULTIMATE IS YOCOMPETITIVEUR ULTIMATE COMADVANTAGEPETITI VE ADVANTAGE
9
35 10,000 SQUARE FEET OF DEVELOPMENT SPACE
30 MEMBERS OF CULINARY, R&D, SCALE-UP TEAM
PILOT PLANT
REGULATORY INPUTS, COPACK SEARCH & COMMERCIALIZAITON 10 Mattson Facility in Northern CA
Mattson Facility in Northern CA
11 11
Organic Salad Dressing
• Juices • Coffee Beverages • Plant-Based Beverages • Deli Meats + Cheese • Salad Dressing • Salsa • Potatoes • Pasta Sauces • Baby Food • Sausage • And others
Flexible
+
Vegetarian
=
Flexitarian
18 Originally a cookbook and diet.
Publication Date: Oct 2008!!
19 Omnivore: I Eat A I Eat Mostly I am a Vegan: I Eat A Wide Variety Vegetarian, but Vegetarian: I eat No Wide Variety of Foods But Occasionally No Animal of Foods Trying To Eat Eat Meat, Dairy, Meat, Pork, Products LESS Meat, Pork, Chicken, Chicken, etc. Dairy, Pork, etc. Chicken, etc.
And you?
20 Omnivore: I Eat A I Eat Mostly I am a Vegan: I Eat A Wide Variety Vegetarian, but Vegetarian: I eat No Wide Variety of Foods But Occasionally No Animal of Foods Trying To Eat Eat Meat, Dairy, Meat, Pork, Products LESS Meat, Pork, Chicken, Chicken, etc. Dairy, Pork, etc. Chicken, etc.
Single Dating Exclusive Engaged Married
21 I Eat A I Eat Mostly Wide Variety Vegetarian, but of Foods But Occasionally Trying To Eat Eat Meat, Dairy, LESS Meat, + Pork, etc. Dairy, Pork, etc.
Just a desire to eat LESS ______.
22 It lets you dabble, play the field, try things on for size. be “flex-curious”
23 The ability to FLEX in and out is why the behavior is growing!!
24
• Mattson proprietary study on eating trends, behaviors, and beliefs to understand consumers opinions on plant-based food.
• Online survey fielded June 4-23, 2017 • Sent to 1,000s of gen pop consumers in Mattson’s database • Survey link was posted on social media sites
• n=1163 consumers completed survey
26 Q. WHICH BEST DESCRIBES THE WAY YOU EAT?
70%
60% At 6% of pop, 65% vegetarians + vegans 50% aren’t big enough to target
40%
30%
20% 20%
10% 9% 4% 2%
0% Wide variety of foods including Wide variety of foods, LESS Mostly vegetarian - Vegetarian - no meat Vegan - no animal products meat, dairy, pork, and poultry meat, dairy, pork, etc. occasionally meat, dairy, poultry, etc.
27 Q. WHICH BEST DESCRIBES THE WAY YOU EAT?
70% 29%: 60% 65% About 1/3 of the population are 50% FLEXITARIANS
40%
30%
20% 20%
10% 9% 4% 2%
0% Wide variety of foods including Wide variety of foods, LESS Mostly vegetarian - Vegetarian - no meat Vegan - no animal products meat, dairy, pork, and poultry meat, dairy, pork, etc. occasionally meat, dairy, poultry, etc.
28 Q. IN THE YEAR AHEAD, HOW OFTEN DO YOU EXPECT TO EAT PLANT-BASED FOODS?
Almost HALF of 60% population says they plan to eat MORE And the plant-based foods. behavior will 45% continue to 40% grow! 31%
% of Respondents of % 20% 17%
5% 1% 1% 0% Much more often Somewhat more About the same Somewhat less Much less often Do not eat plant- often often based foods & never will 29 Improve Your Raise Your infrastructure Taxes ?
+ Hell, Yes! - Not in My Backyard
30 48% of population 29% of population admits + says they plan to - to trying to eat LESS of eat MORE what they LOVE! plant-based foods.
31 Omnivore: I Eat A I Eat Mostly I am a Vegan: I Eat A Wide Variety Vegetarian, but Vegetarian: I eat No Wide Variety of Foods But Occasionally No Animal of Foods Trying To Eat Eat Meat, Dairy, Meat, Pork, Products LESS Meat, Pork, etc. Chicken, etc. Dairy, Pork, etc.
Eating Vegan at Panera
Dining out vegan can be tricky, but at Panera, we think it should be easy for you to eat the way you want.
At Panera, items designated as vegan have no animal sources: no meat, fish, shellfish, milk, egg or honey products, and no enzymes and rennet from animal sources.
32 Vegetarian: Lacto Vegetarian: Lacto-Ovo Vegan: No No Vegetarian: Only plant- Meat, Meat, No based foods Fowl, Fowl, Meat, Pork Pork, Fowl, Dairy Pork, Dairy, Eggs
A lot of baggage on this end of the continuum. 33 Positivity matters when it comes to what people eat! Q. WHAT COMES TO MIND FOR EACH STATEMENT…
Consumers were forced to pick 1:
100% Plant-based Vegan
The future + 83% 17% More flexible + 79% 21% More for me + 76% 24% Going to taste better+ 73% 27% Healthier + 68% 32% More of a dietary choice 59% 41%
Somewhat unclear 55% 45%
More of a lifestyle than a diet 39% 61%
Old school 26% 74%
35 Q. WHAT COMES TO MIND FOR EACH STATEMENT…
100% Plant-based Vegan
The future 83% 17%
More flexible 79% 21%
More for me 76% 24%
Goring to taste better 73% 27%
Healthier 68% 32%
More of a dietary choice 59% 41%
Somewhat unclear 55% 45%
More of a lifestyle than a diet 39% 61%
Old school 26% 74%
Bold=Higher score 36 Q. WHAT COMES TO MIND FOR EACH STATEMENT…
100% Plant-based Vegan
The future 83% 17%
More flexible Means making79% choices 21%
More for me at the76% table 24%
Goring to taste better 73% 27%
Healthier 68% 32%
More of a dietary choice 59% 41%
Somewhat unclear 55% 45%
More of a lifestyle than a diet 39% 61%
Old school 26% 74%
Bold=Higher score 37 Q. WHAT COMES TO MIND FOR EACH STATEMENT…
100% Plant-based Vegan
The future 83% Means making17% ethical
More flexible 79% choices21% … which are hard, More for me 76% and sometimes24% naked Goring to taste better 73% 27%
Healthier 68% 32%
More of a dietary choice 59% 41%
Somewhat unclear 55% 45%
More of a lifestyle than a diet 39% 61%
Old school 26% 74%
Bold=Higher score 38 + - Plant Based Vegan = = Celebration Deprivation
39 Q. WHAT COMES TO MIND FOR EACH STATEMENT…
100% Plant-based Vegan
The future 83% 17%
More flexible 79% 21%
More for me PB 76%needs Vegan24% carries clarification for some baggage Goring to taste better 73% 27% some people Healthier 68% 32%
More of a dietary choice 59% 41% Somewhat unclear - 55% 45% More of a lifestyle than a diet 39% 61% Old school - 26% 74%
Bold=Higher score 40 The V Word 100% Plant Based Q. TOP 3 REASONS FOR CHOOSING TO EAT PLANT-BASED FOODS MORE OFTEN?
General health benefits 76% Lose weight 44% Feel better when eat plant-based foods 44% Better for environment 31% Help manage health condition 28% #1 reason Don't like eating animals treated with horomones 23% by 34% points! Animal welfare 23% Food intolerances/sensitivities 13% Persuaded by friends/family 7% “It’s better for me” My kids eat plant-based 3% Doctor/test confirmed food allergies 2%
0% 20% 40% 60% 80% % of Respondents 43 Q. TOP 3 REASONS FOR CHOOSING TO EAT PLANT-BASED FOODS MORE OFTEN?
General health benefits 76% Lose weight 44% Feel better when eat plant-based foods 44% Better for environment 31% Top 3 Help manage health condition 28% Responses: Don't like eating animals treated with horomones 23% health & Animal welfare 23% well-being Food intolerances/sensitivities 13% Ethical reasons Persuaded by friends/family 7% come in at My kids eat plant-based 3% #4 & #7 Doctor/test confirmed food allergies 2%
0% 20% 40% 60% 80% % of Respondents 44 Q. TOP 3 THINGS YOU’LL DO TO INCREASE CONSUMPTION OF PLANT-BASED FOODS AT HOME?
Eat+ more vegetables 64% + Eat more salads 43% + Eat more fruit 38% Eat less meat 29% Eat more legumes/beans 22% Eat more nuts/seeds 22% Eat more grains 17% The takeaway: Eat more plant-based meat products 16% Eat more plant-based non-dairy products 15% Focus on the positives! Seek out plant-based meals at restaurants 11% Eat more plant-based protein powders/shakes 7% Eat more plant-based chicken substitues 5% Eat less dairy 4% Seek out plant-based meals from delivery service 4%
0% 20% 40% 60% 80% % of Respondents 45 Gen Z Millennial Gen X Baby Boomer Greatest Gen
Health benefits Health benefits Health benefits Health benefits Health benefits (33%) (27%) (25%) (27%) (31%)
Lose weight Animal welfare Lose weight Feel better when eat PB Feel better when eat PB (21%) (33%) (17%) (15%) (15%)
Feel better when eat PB Feel better when eat PB Lose weight Manage health condition Lose weight (13%) (33%) (16%) (14%) (12%)
Animal welfare / Better for environment Manage health condition Better for environment (11%) Don’t like eating animals with (12%) (13%) hormones (10%)
46 Q. WHERE ARE YOU MOST LIKELY TO TRY A PLANT-BASED DISH?
1/3 of consumers MOST 60% LIKELY 54% to try PB dishes AFH!
40% 33%
% of Respondents of % 20%
10%
3% 0% At home Away from home Home of friends/family Other (restaurant, café, etc.)
47 Menu Item % of Consumers Who Want Use meaty terms!! to Try
Applewood Smoked Porto’house with chard and garlic, polenta, and V1 steak sauce 52% Steak Sauce Restaurant: Plant Hot “Chicken” Fried Steak with avocado puree, sliced heirloom tomatoes Chicken Fried 49% Restaurant: Plum Bistro “Crab” Cakes ”Crab” Cakes: hearts of palm, granny smith apples, with horseradish aioli. 46% Restaurant: Crossroads Kitchen Tomato “Tuna” with pickled ginger pears, avocado mousse, pomegranate crème fraiche 37% Restaurant: Elizabeth’s Gone Raw Wood-Roasted Carrot, kimchee “Reuben,” pumpernickel, sauerkraut puree 33% Restaurant: Vedge
Source: Datassential Modern Meatless Use meaty terms!! And anything
Steak Sauce
Chicken Fried
“Crab” Cakes “In Quotes” Q. HOW LIKELY TO ORDER PLANT-BASED ____ FROM YOUR TRUSTED RESTAURANT?
% Definitely/Probably Order
Plant-based Entrée Salad 86% Dishes Plant-based Side Dish 84% that usually Plant-based Appetizer 78% contain Plant-based Pasta Entrée 72% veg
Plant-based Main Dish 70% Dishes driven by Plant-based Sandwich 65% meat or cheese! Plant-based Burger 65%
Plant-based Pizza 56%
0% 20% 40% 60% 80% 100% % of Respondents
50 Q. OF THE PLANT-BASED FOODS YOU’VE TRIED IN THE PAST, HOW SATISFIED WERE YOU?
Satisfied Not Satisfied Never Tried
Plant-based Entrée Salad 73% 9% 18% Dishes that Plant-based Side Dish 69% 12% 20% usually Plant-based Burger 62% 22% 16% contain veg Plant-based Appetizer 61% 13% 26% Dishes Plant-based Main Dish 58% 15% 27% driven by meat or Plant-based Pasta Entrée 56% 16% 28% cheese! Plant-based Sandwich 54% 17% 30%
Plant-based Pizza 45% 21% 34%
0% 20% 40% 60% 80% 100%
51 Note: concepts rotated to avoid order bias… Let’s see what we can learn from testing 2 different versions of the same concept
52 Black Bean Burger Concept Test
53 The Black Bean Burger A delicious burger that starts with a custom crafted black bean patty made with black beans and roasted vegetables and a blend of spices, tender on the inside and slightly crusted on the outside by grilling. Served on a toasted multigrain bun.
The Black Bean Burger comes with your choice of toppings: non-dairy cheddar, pepper jack, or mozzarella cheese, non-dairy Parmesan ranch or mayo, pickles, lettuce, tomato, onion, ketchup, or mustard.
54 Q. HOW LIKELY WOULD YOU BE TO BUY THE BLACK BEAN BURGER?
TOTAL SAMPLE Did not meet our N=1,148 norms… Definitely buy 31% But what if we Probably buy 26% put this on the TOP 2 BOX (60%) 57% menu JUST for Flexitarians and Might/might not buy 20% Vegetarians? Probably not buy 14% Definitely not buy 9% Weighted purchase intent 55
55 Q. PURCHASE INTEREST IN BLACK BEAN BURGER BY SELF-DESCRIBED DIET
Top 2 Box: Def + Prob Would Buy 80%
70%
60%
50% Exceeds norm for ALL categories 40% except 30%
20% Omnivores 10% (Non –Flex) 0% Eat a Variety - incl meat, Eat a Variety - trying to Mostly Vegetarian Vegetarian Vegan dairy, etc. eat LESS meat, etc.
56 Q. HOW SHOULD WE DESCRIBE THIS BURGER ON MENU OF YOUR TRUSTED RESTAURANT?
Black Bean Burger 46%
Veggie Burger 11%
Plant-Based Protein Burger 9%
Vegetable and Grain Burger 8%
Vegan Burger 5%
Vegetarian Burger 5%
Plant-Based Burger 4%
Meat Free Burger 3% Negativity!!
Made Entirely out of Plants 2%
Animal Meat Free Burger 2% Negativity!!
0% 20% 40% 60%
57 Q. IF TOPPINGS INCLUDED DAIRY, CHEESES, MAYO, AND SAUCES WOULD YOU BE . . .
~ 1/2 of consumers want dairy on their 60% plant-based burger!
46% 44%
40%
20%
10%
0% More likely to buy it Unaffected by those options Less likely to buy it
58 Remember, 1/3 of consumers are Flexitarian… they’re not committed! Q. WHAT, IF ANYTHING, COULD WE DO TO IMPROVE THIS BURGER FOR YOU?
Top Improvements—The Black Bean Burger Remember, 1/3 of our NOTHING! It looks good! sample is Flexitarian… Use real (dairy) cheese /good cheese they’re not committed!
Make sure its not dry
Do not like black beans: would prefer “non-bean” burger
60 Incredible Burger Concept Results
61 The Incredible Burger It’s here. A delicious burger made entirely out of plants for people who love the taste of juicy, meaty burgers. For even more authentic real burger flavor, we grill it and serve it on a toasted multigrain bun.
The Incredible Burger comes with your choice of toppings: non-dairy cheddar, pepper jack, or mozzarella cheese, non-dairy Parmesan ranch or mayo, pickles, lettuce, tomato, onion, ketchup, or mustard.
62 Q. HOW LIKELY WOULD YOU BE TO BUY THE INCREDIBLE BURGER?
TOTAL SAMPLE Did not meet our N=1,148 norms… Definitely buy 28% But what if we Probably buy 26% put this on the TOP 2 BOX (60%) 54% menu JUST for Flexitarians and Might/might not buy 24% Vegetarians? Probably not buy 14% Definitely not buy 9% Weighted purchase intent 50
63 Q. HOW LIKELY WOULD YOU BE TO BUY THE INCREDIBLE BURGER?
Top 2 Box: Def + Prob Would Buy 80%
70%
60% 50% Met norms only for 40% vegans, vegetarians, 30% and
20% mostly vegetarian
10%
0% Eat a Variety - incl Eat a Variety - trying Mostly Vegetarian Vegetarian Vegan meat, dairy, etc. to eat LESS meat, etc.
64 Q. BEST WAY TO DESCRIBE THIS INCREDIBLE BURGER (FROM RESTAURANT)?
For people who love the taste of meat 27%
Veggie Burger 17%
Plant-based Protein Burger 12%
Vegetarian Burger 9%
Meat-Free Burger 7% Meat-Free Burger 6% Positivity Plant-based Burger 6% wins again!
Vegan Burger 5%
Made entirely out of plants 3%
Animal Meat-Free Burger 2%
0% 20% 40%
65 Q. WHAT ARE YOUR EXPECTATIONS FOR THIS BURGER?
Top 6 Expectations
The Black Bean Burger The Incredible Burger
N=1,163 N=1,163 Better for me Better for me High in protein High in protein Will taste delicious Will taste delicious
Low in fat Easier on my digestive system
Low in calories Low in fat Easier on my digestive system Feel lighter after eating
We can do better! 66 Q. WHAT, IF ANYTHING, COULD WE DO TO IMPROVE THIS BURGER FOR YOU?
Top Improvements—The Incredible Burger
NOTHING!
Make it look less like meat
Add real (dairy) cheese Issue here is Explain exactly what is in the burger explaining what’s Add more toppings (avocados, veggies, sauces, etc.) in it
67 Q. IF TOPPINGS FOR INCREDIBLE BURGER INCLUDED DAIRY, CHEESES, MAYO, AND SAUCES…
Almost identical to 60% Black Bean Burger!
47% 43% 40%
% of Respondents of % 20%
10%
0% More likely to buy it Unaffected by those options Less likely to buy it
68 69 Q. WHICH BURGER DO YOU PREFER?
60% Very close!! 47% 42% 40%
% of Respondents of % 20%
11%
0% Prefer Black Bean Burger Prefer Incredible Burger I would not buy either burger
70 Q. WHICH BURGER DO YOU PREFER?
Self-described diet…
Mostly Veg… Trying to eat LESS Eat a Variety - Vege- Vegan Occasional meat, meat, dairy, fish, including meat, tarian poultry, etc. poultry dairy, fish, poultry
N=27 N=31 N=116 N=146 N=805
Black Bean 42% 48% 59% 50% 45% Burger
Incredible 58% 44% 38% 42% 42% Burger
Whaaaaaa? Of course… as vegans they’ve made lifestyle decision to
eat beans every day!!71 Q. WHY DO YOU PREFER EACH BURGER?
Reasons for Preferring Reasons for Preferring The Black Bean Burger The Incredible Burger
Love black beans / good source of protein Sounds better than a Black Bean Burger
Familiar, real ingredients “black beans and roasted There are no beans! veggies”. Know what to expect.
Seems more natural. Nothing mysterious. Don’t like Would taste like a regular (meat) burger burgers made to taste like meat.
Looks and sounds more appetizing Looks and sounds more appetizing
72
Plant based food sales in US exceeded $5 Billion in 2016
PB +8.1% over last 12 months VS. +0.2% for all food
90% = dairy + meat alternatives
Trend Platform
• Mattson 2nd study on eating trends
• Online survey fielded August, 2017
• n=390 consumers completed survey
76 Most plant-based meat alternatives sold FROZEN
Consumers generally want FRESH
Let’s find out if it’s true here. 78 Q. WHICH FORM OF BURGER DO YOU PREFER? Total Sample, n=390
60% 56%
44%
40%
% of Respondents of % 20%
0% Raw from the refrigerated meat or refrigerated Fully-cooked from the freezer section produce section
79 Q. WHICH FORM OF BURGER DO YOU PREFER? n=390
By Generational Group
80%
57% 60% 54% 56% 50% 50% 46% 43% 44% 40%
% of Respondentsof % 20%
0% Raw from the refrigerated meat or refrigerated produce Fully-cooked from the freezer section section Age 23-32 Age 33-52 Age 53-71 Age 71+
80 Q. WHERE IN STORE WOULD YOU PREFER TO BUY RAW PLANT-BASED BURGERS? n=390
80% 75%
60%
40%
25% % of Respondents of % 20%
0% Refrigerated MEAT section Refrigerated PRODUCE section
81 n=390
82 Q. WHAT FORM OF GROUND DO YOU PREFER? n=390
80%
65%
60%
40% 35% % of Respondents of % 20%
0% Raw from the refrigerated meat or refrigerated Fully-cooked from the freezer section produce section
83 Q. WHERE IN STORE WOULD YOU PREFER TO BUY RAW PLANT-BASED “GROUND”? n=390
80% 68%
60%
40%
32% % of Respondents of % 20%
0% Refrigerated MEAT section Refrigerated PRODUCE section
84 n=390
Plant-based chick’n strips
85 Q. WHICH FORM OF CHICK’N STRIPS DO YOU PREFER? n=390
80%
60% 52% 48%
40% % of Respondents of % 20%
0% Raw from the refrigerated chicken or refrigerated Fully-cooked from the freezer section produce section
86 Q. WHERE IN STORE WOULD YOU PREFER TO BUY “CHICK’N STRIPS”? n=390
80% 68%
60%
40%
32% % of Respondents of % 20%
0% Refrigerated MEAT section Refrigerated PRODUCE section
87 All plant-based meats +6% versus YAG.
Refrigerated PB meats +23% versus YAG.
Plant-based meat = 2.1% of meat sales.
Plant-based milk = 9.3% of milk sales. THE OPPORTUNITIES ARE EVERYWHERE!
dairy
Frozen and Center Store n=390
Q. ONE OF THE WAYS TO MAKE PLANT-BASED REFRIGERATED MEAT ALTERNATIVES SAFE IS TO USE HIGH WATER PRESSURE INSTEAD OF TRADITIONAL HIGH HEAT PASTEURIZATION TO KILL BACTERIA AND TOXINS.
WHAT’S THE BEST WAY TO TALK ABOUT THIS TYPE OF PROCESS?
90 Cold pasteurized Cold pressed Cold pressed Cold pressured Cold water pasteurized Cold water pressed High pressure pasteurized No-heat pasteurized Water pasteurized Water pressed Other Q. WHAT’S THE BEST WAY TO TALK ABOUT THIS TYPE OF PROCESS? n=390
High pressure pasteurized 38% No-heat pasteurized 11% Water pasteurized 10% Cold water pasteurized 9% Cold water pressed 8% Cold pressed 8% Cold pasteurized 6% Water presssed 5% Other 4% Cold pressured 3%
0% 20% 40% % of Respondents
92 Q. WHAT’S THE BEST WAY TO TALK ABOUT THIS TYPE OF PROCESS? n=390
By Generational Group
AgeMillennial 23-32 39% 13% 11% 5% 10% 10% 2% 5% 2% High pressure pasteurized No-heat pasteurized
Age 33-52Gen X 36% 11% 11% 9% 6% 10% 9% 4% 3% Water pasteurized Cold water pasteurized Cold water pressed
AgeBoomers 53-71 39% 10% 9% 11% 10% 4% 3% 5% 3% Cold pressed Cold pasteurized Water pressed
AgeSilent 71+ 30% 1% 10% 1% 10% 10% 30% 10% Cold Pressured
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
93 Q. WHY DID YOU SELECT HIGH PRESSURE PASTEURIZED?
Top Reasons for Selecting High Pressure Pasteurized
Self explanatory / easy to understand / most straightforward
Most descriptive without being confusing
Most logical of the processes listed
High pressure = clean, sanitary, safe, healthy
Best fit for the products shown
94 “HPP sounds like a process that would really kill bacteria.”
"Cold doesn't seem sanitary”
”Water seems like it dilutes flavor”
“High pressure pasteurized sounds scientific and sanitary.”
“I get the impression of a more thorough process.”
“Everyone is familiar with pasteurization. 'High Pressure' sounds modern and new.”
“I think of high pressure as a high pressure washer. I know the item will be clean and safe.”
95 1/3 of population Flexitarian
½ will eat more plant-based foods next year
Consumers want fresh plant- based “meat”
And they want you to tell them We can help! exactly what the process is