The Growthwell Foods CEO shares how the plant‑based food innovation company is catering to Asian palates
When plant-based meat alternatives broke into the mainstream in recent years, many were excited about the proposition of eating “meat” while minimising the health, environmental and ethical impacts of its consumption.
That is, until new research revealed that some alternative meats are highly processed, high in sodium, and contain saturated fats, added sugars and refined oils. Not to mention, many were developed for Western palates.
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“A lot of the initial players in the alternative meat industry were trying their hardest to make the meat indistinguishable from its animal equivalent,” notes Manuel Bossi, group CEO of Singapore-based Growthwell Foods. “It’s a product primarily for meat lovers and flexitarians, so the taste has to be there.” He adds, though, that “technology is evolving and we need to be able to adapt and ensure that the taste is still there while cleaning up the labels.”
In a bid to achieve its goal of inspiring a billion people to go green, the food innovation company recently opened a fully automated plant-based meat and seafood factory—said to be the first in Singapore—and it looks set to dominate the industry with its focus on health, innovation and diversity.
“One thing Growthwell does differently is that we’re very diversified and present in many different categories. We don’t just focus on plant-based alternatives to red meat; we also target seafood and dairy, among others, and make them as healthy and innovative as possible,” Bossi shares. And just as the tastes of modern consumers are constantly evolving, there is still much to learn about the environmental impacts of our actions when it comes to what we eat.
“We’re only just starting to realise how unsustainable the fishing industry is and how detrimental it will be to our planet if the demand for seafood remains high,” says Bossi. “That’s why we moved into selling plant-based alternatives to seafood products.”