My biggest criticism of much of the plantbased industry is that they harp on about sustainability and health benefits instead of just making a product that tastes good! Here’s what happens when you make a great tasting alternative protein (fungi) containing product………………. it sells well because it tastes good! Yes, the Fable product still contains animal meat, but reduces the amount being sold and adds health benefits.
As Michael Fox says:
“Where 5–10 units per store per week is considered great sales in plant-based, with in store sampling we’re seeing:
🔥 20 units sold per hour
🔥 1 in 2 people who sample are buying on the spot — in Texas, the meat capital of the world!
That’s the same incredible 50% sampling conversion rate we’ve been achieving in Australia. 🇦🇺🤝🇺🇸”
To be successful a product needs to be TECH:
Tasty
Easy to find and use
Cost competitive
Healthy for the consumer and planet.
Each attribute is a hurdle. If it’s not tasty people don’t care if they can find it or it’s easy to use. If it’s not easy to use and find people don’t care about the cost etc………….
Michael‘s Fable product squarely hits all 4 attributes and here’s wishing him every success!!!
