植物肉的真正挑战：解决消费者没有的问题.pdf

1、Co-Founder and Former CEO of TiNDLE,a plant-based foodpioneer.Board Member at Mandimais and Confetti Snacks.10+years of experience in scaling businesses globally.7 years of experience in the meat and food industry,including holding the CEO position for a leading fooddistribution company(Country Food

2、s).Contributor to thought leadership in the plant-based sector.NoveltyExcitementPromiseFrustrationConsolidationChinese companies have made“mock meat”for decades andEuropean firms innovated to improve nutrition on veganmeats,but it was California that reframed itTechnology as the solutionPrice Taste

3、and Convenience might be a sure path to successfor established categories,but it has shown its limit whenconsumers have no reason to shift away from animal proteinPTC(Price Taste Convenience)A Technocratic mindset led to the widespread belief that if a(i)product tastes good,(ii)is reasonably priced

4、and(iii)is moresustainable then it certainly sells by it selfA more sustainable and equitable systemBeyond Veganism or Sustainability conscious groups,65-70%of humam population experience some degree ofintolerance to cows milk during their lives.Milks addresses a larger consumer problemOatly has pro

5、bably accelerated the adoption of plant milks byeffectivelly and eficiently convening the message that cowsmilk is not made for humans Questioning Status QuoWhile applications were largely the same(capuccinos,Lattes.),most of the Plant Milks are proudly sold basedon their core ingredient,not as a co

6、ws milk analogueA product on its ownUnlike Milk,most people have no allergies or any healthreasons to reduce meat consumption.Cholesterol would bethe only obvious benefit,but it hasnt taken off yetSmall niche problem tackled by brandsMeat is perceived across a