How Kiwi plant-based food startup is gaining market share by focusing on meat reducers.
Can beef jerky really be plant-based? More importantly, can it be commercially successful?
Jade Gray is pioneering the alternative meat movement down under. After spending 20 years in China's food industry, Gray returned home to New Zealand in 2019.
In this episode, New Zealand entrepreneur Jade Gray joins host, old friend and fellow Beijing EO member, Jim James to discuss how Jade is building a thriving plant-based meat company called Off-Piste Provisions.
He was inspired to create meat alternatives after analyzing the large carbon footprint of livestock. Off-Piste makes plant-based beef jerky, pork rinds, and other snacks by using pea protein and food technology to mimic meat textures and flavours.
Gray talks about the challenges of launching a new category, building a team, getting distribution, marketing to meat reducers vs vegans, and raising capital. He offers tips on how he uses mainstream PR rather than social media, keeps investors engaged continuously, and leverages government grants to establish legitimacy with media and consumers.
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