Five startup finalists — Eat Typcal (Brazil), Meatless Kingdom (Indonesia), Eternal (US), Juicy Marbles (Slovenia), and BVeg Foods (India) — are set to pitch their ideas to reduce the costs of alt-protein recipes by 20% while ensuring a “delicious” consumer experience at Givaudan’s Plant Attitude Challenge on April 17th, 2024.
The finalists will also explain how their solutions specifically relate to the findings and recommendations outlined in Givaudan’s recent white paper in collaboration with the University of California Berkeley.
The paper discusses various alt protein production methods and opportunities for improving efficiency in the food industry. In addition, it provides ten actionable pathways to help producers address supply chain issues, resource consumption, production scale-up, and competitive pricing to reduce product costs.
Flavio Garofalo, Global Director, Culinary & Plant Attitude, Givaudan, shared: “We created the Plant Attitude Challenge to inspire companies to translate the ten pathways from our recent white paper into cost-effective alt-protein innovations that don’t compromise on all the things that delight consumers — including taste, mouthfeel, visual appeal and nutrition.”
Public and jury voting
After public and jury voting, the winner will work with Givaudan to bring its solution to life. The Swiss company offers a global ecosystem of protein hubs and alt-protein experts, state-of-the-art digital technologies, and an integrated portfolio of solutions.
“We strongly believe that collaboration and strategic partnerships are key to success in alt-protein”
The expert jury members for the challenge will include Flavio Garofalo, Global Director Culinary & Plant Attitude at Givaudan; Dr. Sudhir Joshi, Professor at the University of California Berkeley; Beatriz Jacoste Lozano, Director at KM ZERO Food Innovation Hub; and Jolene Lum, Head of Business Development at Nurasa.
Garofalo added: “We strongly believe that collaboration and strategic partnerships are key to success in alt protein, and by teaming up to share knowledge, expertise and resources, we can innovate and get products to market more quickly.”
Register here to attend the webinar and vote for a startup’s innovation. The event will take place on April 17th, 2024, from 14:00 to 15:00) in Brussels, Copenhagen, Madrid, and Paris time (UTC+02:00).
