California-based brand Impossible Foods launched its flagship product Impossible Beef Made From Plants in Woolworths stores across Australia and Countdown stores in New Zealand. This is the first time Impossible Beef can be purchased in supermarkets in both regions, following four months after the company landed in over 150 restaurants in Australia – including Grill’d and Butter.
Consumers are quickly waking up to the fact that consuming meat — especially highly processed meat — can have negative health outcomes and is contributing to the destruction of the environment.
Recognising both the health and environmental upsides of eating plant-based meat alternatives is translating to commercial success for businesses savvy enough to capitalise on this early trend.
With a market cap of almost US$7 billion, none have been more successful than Beyond Meat (NASDAQ: BYND).
Beyond Meat’s burgers and other plant-based products appeal not only to vegetarians, vegans, and the environmentally conscious, but they have now received official kosher certification. In a major coup, last month the company was selected by McDonald’s to supply the patties for burger its burger chains. The burgers will be known as P.L.T. burgers.
Also capitalising on the trend is the Bill Gates backed Impossible Foods, which just raised US$700 million from US venture capital firms to further its plant-based meat offerings.
Impossible Foods’ sells its burgers in US supermarkets and supply a number of major fast food outlets, including the country’s second largest fast food company, Burger King.
Its plant-based Impossible Burger “bleeds” like the real thing. Yet, it’s made from soy and potato proteins and its signature ingredient — the iron-rich compound, heme. Heme is produced when soy leghemoglobin is cooked and gives the veggie burger a meat-like flavour and its bleeding look.
However, plant-based meats may not be as healthy or environmentally friendly as its seems.
The industry relies heavily on industrially grown, high protein crops including soy, pea and potatoes, which require heavy use of herbicides and pesticides. This is the case for producers Beyond Meat and Impossible Foods and is one of the major criticisms they face.
For that reason, there’s growing demand for organically grown and environmentally conscious options for consumers.
Roots Sustainable Agricultural Technologies addresses critical problems being faced by agriculture, including plant climate management and the shortage of water for irrigation.
Importantly, its technologies can assist in growing high-end organic meat replacement crops.
Roots has expanded into the plant-based meat market, initiating a planting program to examine the effects of its Root Zone Temperature Optimization (RZTO) and Irrigation by Condensation (IBC) technologies on several protein-laden crops to increase the content of leghemoglobin.
Its technologies work to increase a crop’s leghemoglobin – also known as “heme” — a form of haemoglobin in plants and the key ingredient in what makes plant-based meats so tasty.
Stabilising plants’ root temperatures stimulates their immune systems, reducing susceptibility to pathogens and increasing the total biomass, and therefore potentially increasing total protein content.
Off the back of this discovery, ROO intend to lead the organic segment of the artificial meat replacement industry.
Roots is examining crops with a high protein content, either in the roots or in the canopy, which can be grown year-round using its RZTO technology. High end protein laden crops can be grown indoors where organic methods and cater for a lucrative organic meat replacement niche.
Roots will formally test the concept on high protein crops already planted at the company’s farm in Bet Halevi, Israel. Two high protein crops were planted in September 2019 using three configurations of the RZTO technology — horizontal, “Stub T-shape”, and a control group.