Redefining the meat industry with Edwin Bark, Senior Vice-President of Redefine Meat
In just over three years, Redefine Meat has grown to become a key player in the plant-based meat industry. Not only have they developed a portfolio packed with deliciously juicy products, but crafted a brand that speaks to meat-eaters and appeals to a wider demographic.
Following the launch of their new flank steak product, we sat down with Senior Vice-President, Edwin Bark, to talk about attracting meat-eaters to the category, challenges in scaling up, and the future of the industry.
Watch the interview below!
Actionable insights:
Throughout the interview, Edwin shared some words of wisdom for brands operating in the alt-protein space. Using key takeaways from the interview, we’ve crafted some recommendations for plant-based businesses:
- Prioritize sensory excellence: When it comes to plant-based meat products, focus on delivering an eating experience that rivals or surpasses traditional meat in taste, texture, and appearance. Invest heavily in R&D to improve product quality continuously. Collaborate with culinary experts, including Michelin-starred chefs and butchers, to fine-tune the sensory attributes of your products. Ensure that your offerings cater to a diverse audience, especially those traditionally skeptical of plant-based options.
- Strategic brand positioning: Differentiate your brand by using a distinct and bold brand language that appeals to meat-lovers. Utilize a meaty and robust brand identity that emphasizes the enjoyment of meat. Avoid overt ‘vegan’ or ‘plant-based’ messaging in your primary communication. Instead, focus on the pleasure of eating meat with the added benefits of sustainability and health.
- Leverage existing infrastructure: Optimize production by utilizing existing meat processing infrastructure for plant-based production. If possible, repurpose former animal meat processing facilities for plant-based production. This strategy can reduce costs and streamline scaling efforts. Be prepared for initial inefficiencies but focus on gradually optimizing production processes.
- Maintain agility in protein and process selection: Be adaptable in using different proteins and processing technologies to create the best possible product. Adopt a flexible approach to ingredient and technology selection, focusing on what works best to deliver top-quality products. This agility will allow for continuous innovation and responsiveness to market demands.
- Focus on culinary integration: Ensure that plant-based products are seen as a versatile and integral part of home cooking. Collaborate with chefs to create recipes and meal solutions that highlight the versatility of your products. Provide consumers with easy-to-use culinary guides and inspiration to integrate plant-based meat into their regular diets.
- Strengthen market differentiation and brand loyalty: Build a strong, differentiated brand that resonates with a wide range of consumers and fosters loyalty. Create a brand that stands out through unique messaging and high-quality product offerings. Engage in consistent product improvements to ensure that first-time consumers become repeat customers. Focus on building trust and credibility, particularly through food service channels before entering retail.
- Prepare for market consolidation: Position your brand to be a leader as the market consolidates and weaker competitors exit. Anticipate market shakeouts by continuously innovating and improving your product portfolio. Strengthen your brand and product offerings to ensure they stand out in a crowded market. Focus on long-term growth by targeting the largest possible consumer base, including those currently outside the plant-based category.
- Target incremental habit changes: Encourage consumers to gradually increase their consumption of plant-based meats. Promote your products as easy, delicious, and non-compromising alternatives to animal meat. Highlight the benefits without overwhelming the consumer, aiming for incremental changes in their eating habits that could eventually lead to significant market growth.
- Focus on long-term growth: Aim for substantial market share in the long term by appealing to a broad audience. Invest in long-term branding and product innovation strategies that will resonate with future consumers. Project industry growth and position your brand as a leader by continuously refining your products and expanding your market reach.
New Food Conference
Catch Edwin Bark and Redefine Meat at ProVeg’s upcoming New Food Conference in Berlin on September 3, 2024. Secure your spot here!
