Subscribe Authentic approach: Indonesia’s first plant-based meat firm Green Butcher banks on local flavours to pique interest By Pearly Neo Indonesia’s first homegrown plant-based meat firm Green Butcher is banking on its localised flavours and spices focus to pique the interest of the nation’s consumers and grow the domestic category. According to Green Butcher Co-Founder Helga Angelina Tjahjadi, staying authentic to Indonesian flavours is important to the firm in order to set itself apart from other plant-based meat firms entering the market, particularly as the local plant-based market is still in its early stages. “We maintain a strong focus on authentic Indonesian and South East Asian flavours as well as strong nutrition profile [as our main value proposition] to our main consumer demographic, upper middle flexitarian and vegan consumers,” Tjahjadi told