Because they take their fried chicken pretty seriously over there. For myself, I eat plant-based as much as I possibly can. And I think that too is because of branding. We’ve got 28 retail product but that one by far is receiving the most fanfare, and we think that it’s got the biggest potential out of all the products in our product lineup right now. Well, I invite everyone to check that out. It’s a whole new world, and that’s where I was a number of years ago. Yeah, so a bit of a background on myself. Because you have the burrito, you have the pizza. And I think that would be pretty common across most if not all brands in the consumer space. And thank you Cole for having been on the show. ... said Cole Orobetz, CEO of Alpha Foods. To-date, the plant-based meat world has been largely dominated by sausage, burger and ground beef alternatives -- Alpha Foods, however, sees a future in faux fowl. CO: David decided! That is where I think we are trying to go wit Alpha – to give people one option at a time, whether it is one meal a week or once a day. Add to cart Details The Alpha logo type plays a very central point in your identity even on the packaging. So we invested in our direct to consumer business. Well in talking about the power of branding right? It was cold, and so I said, “Well if I can’t get out of the house I need to eat something so I’m going to try this bagel dog.” And I tossed it in the oven, and loaded it up with whatever I could find in my fridge, and I absolutely loved it. With our vision of trying to reach as many consumers around the globe, using a niche protein that could be unaffordable or unavailable just doesn’t fit with our mission. What does branding mean to you being in the CPG space? Yeah, another story I guess with some roots that were prior to us actually starting the company. Moskovskaya Vodka: Moskovskaya special vodka is an early Russian brand of vodka introduced in 1894 by the Russian state vodka monopoly. Yeah, likewise thanks, Fabian. Our family cooked animal products for almost every single meal, and I didn’t even know what “vegan” was for the first 30 years of my life! So you’re absolutely right, and chicken nuggets as well. And we saw a really great response from our consumers who were engaging with us digitally, and so far to this point I guess we’re coming into September things are still going really well for us. Yeah, yeah you’re right. First and foremost, when we were sourcing soy, we made sure to use non-GMO soy, having in our minds the practices that come with GMO soybeans. Our mission is to shift consumer behaviour through our authentic, original and ground-breaking content. The texture of the chik’n was on point! So spending more time up front I think, and unfortunately it can be expensive but I think it’s one of those investments that just has to be done the sooner the better. Quite frankly if you have to eat three meals a day, which those of us who are lucky in the western world, at some point you just run out of options, and you don’t want to see meat anymore. And I think in our, especially Alpha’s broad lineup of both prepared meals, solutions, and ingredients it became a great brand to connect with for some of those consumers that were just looking for something different. That is quite a compliment for your plant based chicken right? And more you c…, @morehujale So glad to hear - thank you, much appreciated 🙌🏻. Because I know with packaging a lot can go wrong right? It then evolved into a consensus that this would be well-received in Asia. As of today Alpha Foods has raised a total of $41 million. That’s just what we ate. Right? And so I think that, that’s something that brands and founders shouldn’t be scared of is really swing for the fences, and bring the best foot forward even though the company might be small, and still getting on its feet. And the blizzard and bagel dog story is he reached out to me in 2015. ... Wallis met Cole … The Alpha nugget, the Alpha burger, and not only are you the co-founder, president, and CFO, and maybe a lot of other things too of a fast growing CPG company but you’re also a founding member of the Angel Group which is an angel investing group that you and I talked offline a little bit about before the podcast for early stage CPG brands that invest in brands that are already on the shelves. While the commercial availability of protein itself is not necessarily available in near terms. And so that was really the genesis of how Alpha came to be. Cole Orobetz, Co-Founder, CEO, And CFO, Alpha Foods. And also they have to be open to the idea that it could be delicious, and not be made of what they think it’s typically made out of. Simply heat and serve, no prep work required! Investors are supporting this outlook, with the brand announcing today the close of a $28 million round of investment. launch Happy Nuggets across Green Common stores. Alfalite Plain Sample – Makes 1L (1/Customer) $ 1.00 1.00. I think everyone knows what a pizza is. Alpha Foods produces plant-based foods focused on taste, texture, and sustainability. And that was really cool to see the press, and the images, and the excitement factor of a product that had been developed here quite some time ago. We invested in food and agriculture technology, and during that time period we saw a ton of different brands, and companies grow, and flourish, and also make mistakes along the way. We INFORM. And really our vision was to build a globally relevant plant protein company that could bring delicious products to the plates of meat eaters who are looking for a delicious plant based option but perhaps weren’t excited, or perhaps they didn’t know what they didn’t know about plant based eating. I can’t buy it. Well and it says a lot about you as a brand too subliminally, because the alpha kid always gets the food. Yeah, yeah, absolutely. Alpha Foods serves customers in the State of Texas. Is there any piece of brand advice from your end for founders as a take away as we’re slowly coming to an end here. Stolichnaya: One of the most Original Vodka with the highest quality ingredients and finest distillation and filtration processes. Alpha Foods, a maker of grab-and-go vegetarian meals sold in grocery stores, said it received $7 million in seed funding that will help it expand its brand's reach. I talked with Chris Kerr the day of the Beyond Meat went public, and he was a key investor from day one with the company, and that brand went into the same direction by being able to actually place their patties in the meat isle of markets, of the frozen food aisle. Right? The colon is where gas is created and persists, making Beano effective in prevent… We had a lot of interest in our brand globally, but they weren’t the right people. How important was data to you in the beginning? But when the Green Monday team came by our booth last year at an exhibition where we launched our “chicken” nugget product, everyone loved it. But generally speaking we’ve been very strong in Asia starting with Hong Kong down to Singapore, Taiwan, Thailand, and mainland China. And maybe I should be aware of something different. 03/05/1984. Those are staples I would say most people are pretty familiar with. Yeah so in the freezer it went, and I went traveling for a couple weeks I think, and came back. Today Alpha Foods, a company making meatless proteins and frozen plant-based heat-and-eat meals, announced that it has raised $28 million. EP052 – Cole Orobetz, Co-Founder, CEO, And CFO, Alpha Foods. And I think that the word vegan can unfortunately bring up I guess extreme lifestyle change, or choice for certain consumers who may think it’s just a bad word, and may not really understand what it means. But I think also for founders, and those developing a food brand there’s a bit of a fake it until you make it mindset that you need to put something innovative and cool, and fresh in front of a retailer, and really act like a grown up company to get that shelf placement because they do need to offer new products, and innovation for their consumers. It is dedicated to returning to the roots of a healthy diet and sustainable industry by bringing delicious meat alternatives derived from plants. SumitomoSeimei Nihonbashi Tomizawa-cho Building 6F 9-19 Nihonbashi Tomizawa-cho, Chuo-ku, Tokyo JAPAN 103-0006 E-mail: customersupport@alpha-foods.net Tel: 81-3-6435-6980 Fax: 81-3-6435-6981 Well I would say not one gigantic brand fail, just dozens, probably hundreds of small ones because the consumers obviously only see the finished product but what came before, what appears on a package can be very challenging. Tried Alpha Foods plant-based burrito and really enjoyed it. So congratulations that’s an amazing lineup of skews after such a short time. Our first customer was Walmart, so being able to scale up and service a client like Walmart was a lot of work. Controlled, plant-based nutrients, put together with heart and mind for tangible physical benefits And so that’s the background of how I grew up and in relation to food. INTERVIEW: Alpha Foods Founder Cole Orobetz “Think Your Biggest Thoughts To Have The Biggest Impact”, Climate change effects don’t have the same impac, Just a few short years ago, finding a great vegan. And everyone’s eaten a, well not everybody, but many people have eaten burritos. The work that the Green Monday team has done is just incredible – they truly have a small army! Founded by Cole Orobetz and Loren Wallis in 2015, Alpha Foods is backed … With that, prices can be brought down, and it can hopefully enter the end-consumer product in the future. So we definitely saw a huge spike in sales for the first few weeks. But one of the entrepreneurs that I had met during that time Loren Wallace was the founder, and CEO of Good Karma Foods. How did Alpha Feed start, and what is your personal background, professional background coming into this? We wanted to make sure that there was something easy for those who were curious about plant-based, so they wouldn’t have to spend too much time or energy to think about how to prepare or enjoy plant-based foods. For example, we were previously using palm oil in our first pot pies. It’s made from plants. No, it is really the million dollar question. Yeah, well I guess looking back I don’t think there was any single moment in time because there have been so many. Perfect snack or add some rice and veggies to make it a meal! But I did hear that the actually founding story is quite interesting as well, I think it involves a blizzard, and a plant based bagel dog? Concepts, and there was at one point it looked like we were going to be a space company sending things into space. If the product seems to have a fit, or address a consumer need state without extensive data that’s great because it pays great if we’re talking about a food or beverage product, and then the team. So it just happens to be made out of plants. Great, great, great take away. Food. 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So that was more of a funny little road bump, speed bump along the way, and we evolved in that pretty quickly. INDUSTRY. And so I think that where Alpha sits is we’re that transitional brand by making plants easy to consume, to prepare, and enjoyable it takes the edge off of that extreme lifestyle shift that some may think that you have to make to go [inaudible 00:17:06] to move and evolve into a more plant centric diet. Start listening. Great, great, good move, good move. But we have partners on the ground there that were able to take our base brand product, and package, and include it in a standard retail array of all I guess USA spec packaging. Absolutely, good to have you. And that is really again the essence of the Alpha brand and DNA is those familiar products, familiar formats, familiar flavors that people had probably tried, or see on a daily basis in restaurants, and other places they go. Alpha Foods, the vegetarian prepared food manufacturer, has raised $28 million in financing for its portfolio of vegetarian burritos, tamales, nuggets, pizzas, burgers, patties and sausages. Yeah well we did, timing was really fortuitous for us to have closed that round basically January, February right before COVID really changed the landscape of everything. Sally Ho is Green Queen's resident writer and lead reporter. It’s plant based.” And he’s a lifelong, or nearly lifelong vegan. And they were on their own journey of, the doctors told them that they had to reduce their meat consumption for various reasons. And one final thing I will say on that as well is that we are going to be doing a China specific package probably launching towards the end of 2020, or early Q1 with a name that’s been developed that resonates with a Chinese consumer in mind. And so we had raised the money to execute on a 2020 business plan, and when things started to shut down in March we took a bit of a step back to just survey the landscape. The Alpha burrito, the Alpha chicken wing, but also the packaging. And so we’ve been very thoughtful about how we approach the launch in a package that is not USA spec. SUB-INDUSTRY. So I get it, you want more. It was so good. So definitely getting three straight years of distribution expansion, looking back at the end of each year and it’s been one of those proud moments. So we didn’t actually change the look and face of the package for the initial launch of any of the products, but what we can see is when we get updates on the marketing side on what our partners are doing there at retail and food services it clearly has evolved to be a message that resonates with those that speak Mandarin, and live in the regions. We don’t want to make them feel like they are changing their lives entirely, we just want them to feel like they are eating something made from plants! It is amazing what a word can do. It’s heating up at a fairly high level, and we triangulate a number of pieces of data from the market as well as some consumer feedback on early products to really refine our product mix in our early platform of products. Over 98% of our content is editorial and independent. And we were so proud of the burritos that came off the line, and they were going into Walmart our first customer, and consumers were going to buy it, and love it. And it was really, there was a time factor for us, there’s pressure on us to put this brand together. I think that, that has resonated with more, and more consumers over the last few months than perhaps it had previously. 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