Research
University of Sussex Partnership
Working closely in partnership with the University of Sussex and Prof. Andrew Godley, we take learning from how successful brands and industries have been formulated. Andrew's most recent work includes a publication on Green Entrepreneurship and the emergence of the alternative meat sector, taking us back to 1965 and how Marlow Foods mycoprotein innovation broke into the market and spearheaded what is today's alt-protein sector.
The energy around plant-based has slowed, but data shows significant growth potential. Approximately 2/3rds of the population, including flexitarians and omnivores, are open. The biggest opportunity lies with omnivores, who are torn between believing meat is nutritionally essential and concerns over its health impact. There's also a cultural perception that plant-based is an ethical lifestyle choice, lacking the belief that it's tasty and nutritionally important.
