The often overlooked plant-based meat sector in Türkiye caters to around 100,000 (2022) with a vegan population of roughly 0.5%, which has largely emerged since 2000. One of the key players in the country is Istanbul’s Eat Vappy, a pioneer in Turkey’s plant meat sector, which claims to have launched the world’s first Vegan Turkish sausage in 2017.
“It is our priority to produce good production and to create systems for the unit, the planet, and the creatures that can feel. This is not a marketing method for us,” says Eat Vappy.
Founder Cihan Baltepe, who draws on over a decade of experience as an archeologist, entrepreneur and futurologist, states that the brand has carved out a market that was previously almost non-existent: “Over the past seven years, we have shaped a viable sector in Türkiye”.
EatVappy has been a pioneer in the Turkish plant-based market since 2017, even creating what is claimed to be the world’s first vegan sucuk. Could you share how this journey began and the challenges you faced in establishing a plant-based business in Türkiye?
Growing up, my father’s only days off were on Sundays. These were the only morning we were able to eat breakfast together, as a family. A spicy, chorizo-like sausage known as sucuk (also known as sujuk or sudzuk) was a staple part of this meal.
Although I stopped eating animals when I was 23 years old, these nice memories stayed with me. When I studied abroad and found myself missing home, I tried to find a vegan version of sucuk, but there was none.
As an archaeology student, I spent time researching what people ate in Prehistory. During my research, I learned that many societies collapsed due to poor decisions related to their food system. I recognized a pattern, and decided that I wanted to help shape our food system in a way that can improve the chances of our species’ survival. During my Master’s programme, I decided to start EatVappy with a modest student budget, renting a production place in Istanbul.
Can you delve into your mission of offering healthier, more sustainable food options and the specific innovations and processes that allow you to achieve nutritional advantages like high protein content and low saturated fat?
In contrast to most mainstream plant meat producers that use fillers such as cellulose, we have prioritised the nutritional value of our meat. In our products, we decided to create a protein-dense meat.
We avoid fillers, saturated fats and chemical flavourings. Before we brought our production up to scale, these decisions were not economically feasible. However, thanks to a trusting relationship we have created with our customers, we have seen growth. People know that when they buy EatVappy, they are buying the healthiest and the most delicious product available on the market.
Which B2B segments are your primary focus (target group)—food manufacturers, retail, foodservice, or all of the above? How do you tailor your products and partnerships to meet the needs of these different groups?
Our main target customers are retail establishments. These can range from the largest global supermarket chains to small, independent businesses.
In addition to producing plant meats, we are building a resilient supply chain by expanding into new product lines and brands. These offerings include an additive-free vegan sports nutrition blend, a vegan cheese that does not rely on nuts or coconut oil, and a powdered meal replacement.
In terms of market reach, in which regions is EatVappy currently available? Are you primarily focused on Türkiye, or have you expanded internationally? Additionally, are there any plans for entering new markets or regions in the near future?
EatVappy products can be found throughout Türkiye. We plan to seek new opportunities by expanding into international markets. We see EatVappy as a competitive product line that can succeed in multiple arenas. With a competitive budget, EatVappy’s blueprint can be adapted to diverse markets.
As a pioneer in the Turkish plant-based industry, how do you assess the current state of the plant-based market in Türkiye? What are your projections for its growth, and what trends or consumer behaviors do you see shaping its future?
Based on our sales data, we can say the plant meat sector in Türkiye is growing steadily. Until recently, our products were more expensive than animal meat. However, when we brought our production of plant meat up to scale, the price fell significantly. This cost advantage has allowed us to expand our work, and we believe it will fundamentally change the industry.
When we began our work in 2017, there was no market for plant meat in Türkiye. Over the past seven years, we have shaped a viable sector in Türkiye, so people can enjoy healthy and delicious plant meat.
At EatVappy, we are continuing to expand our product line with new and innovative brands and offerings. We are actively seeking collaborations in new markets so we can continue to expand.
More information at https://www.eatvappy.com.tr/
