Our mission is to transform the global food system to one that is more sustainable – from the perspectives of environment, food scarcity, health and animal welfare – by investing in solutions that facilitate sustained behavioral change and eliminate the consumption of animal protein products.
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 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 exert maximal impact by converting consumer interest with the goal of providing wellness to all living beings, including present and future generations.
We exhibit a strong understanding of early adopters of plant-based foods and the distribution channels that get those foods into consumers’ mouths.
We focus on high-impact ventures with potential to reach mass markets.
We combine our entrepreneurial nature, food industry experience and strong connections to early adopter networks and strategic partners to rapidly propel novel 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.
Awareness - 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 attract consumer constituents.
Convenience - As humans we eat food in all kinds of settings: on airplanes, at Michelin-rated restaurants, in school cafeterias and at the corner store bodegas. We seek products that can be distributed timely and broadly to support sustained changes in consumer behavior.
Taste - Ultimately, taste is the most important parameter around which we asses potential investments. No one repurchases a product that they did not like
We are hands-on investors with a collaborative approach and a single focus, 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 de-risk investments.