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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 ....
Green Butcher will soon launch in mainstream retailers Unovis Asset Management, a New York-based investor focused on plant-based and cellular meats , has taken part in a seed funding round in Indonesian start-up the Green Butcher. Green Butcher, which is located in the capital Jakarta, claims to be the first meat-alternative business in the south-east Asian country, with a portfolio encompassing animal-free Chick n Satay, Chick n Karaage, Beefless Chunks, Beefless Rendang, and Shroom Balls. The company supplies foodservice outlets and independent retailers in Indonesia but will use the funds to ramp up production ahead of its launch into mainstream retail in the second quarter and to expand its R&D team. ....
Share this article Share this article SAN FRANCISCO, Feb. 15, 2021 /PRNewswire/ Unovis Asset Management is pleased to announce the closing of its investment in Indonesia-based startup, Green Butcher, which is developing plant-based alternatives to chicken and beef using natural, whole food ingredients. The seed round funding will be used to support additional R&D hiring and help Green Butcher scale its production in anticipation of a launch into mainstream retailers in Q2 2021. Unovis made this investment through its New Crop Alternative Protein fund. Green Butcher is doing important work in Indonesia and we are honoured to be able to support their ongoing growth and development in an often-overlooked segment of the alternative protein market, said Kim Odhner, Managing Partner, Europe & Asia, with Unovis. Helga Angelina and the entire team have made impressive progress over the past year, and Unovis aims to leverage its unique experience and industry position to ....