cole alpha foods

cole alpha foods

I threw these things in the freezer, and yes they were a vegan bagel dogs which is a vegan hotdog wrapped in a bagel. And it’s true we are a vegan food company. And really grew up eating animal products every day of my life without question. Those are staples I would say most people are pretty familiar with. I know I talked to Stacy of Stacy’s Pita Chips about this, and she had so many answers to this question, and I’d love to keep this question definitely for my CPG founders that I interview. Concepts, and there was at one point it looked like we were going to be a space company sending things into space. Alpha Foods has raised $7 million in new funding to raise brand awareness and continue developing new plant-based convenience foods for the mass market. And another factor too is that there were empty refrigerated coolers that used to have chicken, and beef, and pork-, And turkey, and all the meat that people would be used to seeing. Orobetz discusses the Alpha Foods brand, why they chose their plant-based product line, their presence in Walmart and future plans. No, it is really the million dollar question. The Cole’s Story. Right? The Alpha burrito, the Alpha chicken wing, but also the packaging. Right? 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. With that, prices can be brought down, and it can hopefully enter the end-consumer product in the future. Founded by serial entrepreneur Sonalie Figueiras in 2011, Green Queen is an award-winning sustainability & impact media platform advocating for social & environmental change in Asia. That obviously must have changed, or did it, or how did that go? And if you have directional intelligence that the sector itself is doing well, well there’s an opportunity there. Green Queen is an editorially-driven media publication. Which is fascinating because data is so important to [inaudible 00:26:10], and you coming from that background, and now having made it through the first five years of running a start up yourself, and seeing the growth, and seeing the hurdles, and the typical start up fails I’m sure that go along with it because it ain’t easy. brand strategist and author Fabian Geyrhalter. So I wanted to put this in there. It aims to bring clean, sustainable sizzle to the plant-based protein market with a variety of delicious convenience And I love how you started this with there’s a highlight every day, every week, every month. Yeah, yeah, absolutely. So the term plant based is really the, it’s made it safe for people to explore and enjoy food products that are the same thing as vegan but just a different word. And I did hear that, and I don’t know where I heard that but that you either a plant, or that you actually did expand into Asia, and I believe that Hong Kong was one of the places. Sally has a background in Politics and International Relations from her studies at the London School of Economics and Political Science. GABRIEL BOCTI. 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. Another problem we faced is convincing consumers that plant-based is a buyable food option. And so that did still take place, and launch successfully even though COVID had obviously changed the landscape, and it clearly had hit in Asia first before North America but that didn’t, it may have delayed it by a month or two. 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. How do you get their attention, and how do you convince them that it’s safe to try, and that they won’t be disappointed. SUB-INDUSTRY. You can go onto our website. Controlled, plant-based nutrients, put together with heart and mind for tangible physical benefits … So it just happens to be made out of plants. 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. 55 talking about this. 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 We EMPOWER. So it’s not like they go into a garden patty that’s called Garden Patty. Our mission is to shift consumer behaviour through our authentic, original and ground-breaking content. Eating is also a social occasion – when my mum invites me for dinner, you eat what’s on your plate, you can’t be too picky! For Alpha we wanted to create a really inviting brand, and message to our consumers that plant based was approachable, and not scary, and that they didn’t have to make extreme lifestyle shifts to enjoy the product. CO: David decided! An alpha person, alpha in religious settings. Because there is no direct translation of when you put our brand name with the product name, they don’t always fit, and go together, or make sense. Right? You have staples that people understand. The texture of the chik’n was on point! And I think that, that also had a big impact on the consumer awareness, and appetite for plant based protein as an alternative source. And we are certified vegan now, but it’s just not something that apparently according to studies, and surveys, and things that’s just not something you want on the front panels. The company makes pre-made plant-based meat alternative and other plant-based food products, specializing in producing products that are natural, vegan, and full of plant proteins. Tasteful since 1943, Cole’s Quality Foods is a leader and innovator of frozen bakery products. Alpha Foods is co-founded by Loren Wallis, former founder of Good Karma Foods acquired by Dean Foods in 2018, and Cole Orobetz, a former venture … Yeah, so a bit of a background on myself. And more you c…, @morehujale So glad to hear - thank you, much appreciated 🙌🏻. And I think that would be pretty common across most if not all brands in the consumer space. All rights reserved. So this is maybe the anniversary of podcast episode because this will air at the end of the year. We recently had the opportunity to sit down with Cole Orobetz, the co-founder and COO of Los Angeles-based startup Alpha Foods that has developed plant-based meat alternatives from “beefy” burrito ready-meals to “chicken” nuggets all made from non-GMO soy and now proudly palm-oil free. So to have the right people on the ground who are well connected and passionate about the plant-based space, who are on the pulse with the future of food, that was the most important thing for us. And so that was really the genesis of how Alpha came to be. ADDRESS. Cole Orobetz founded Alpha Foods five years ago and is currently the CEO and CFO of the healthy frozen meal brand that can be found in over 9,000 stores across North America and Asia, where their plant-based Alpha Chicken Nuggets are available at KFC (which is quite an endorsement!). Yeah, branded wise I think definitely what you just touched on about the brand strategy, the vision, the mission, all of those items. Right? So we’re hoping that, that’s just the beginning with KFC, and are looking at other products, and other regions right now specifically around the chicken platform [inaudible 00:05:42]. Simply heat and serve, no prep work required! And we happened to have a hotdog at that time, and so the Alpha dog gave rise to Alpha Foods, and that’s really how we view the products and the brand is best in class, and a leader for taste, texture, eating experience, and just enjoyment factor of the food product. Alpha food is one of ingredient market leader in Korea with beverage ingredients to meet or exceed the new needs in beverage blending by offering powdered creamers which you never tasted or unforgettable if you had already tasted. It was so good. Getting Alfa Foods products delivered to your doorstep is only a few clicks away. And it just so happened that the opportunity to sell into Asia with a partner on the ground, Green Monday came along, and we pursued that, and a number of months later we had landed in a KFC. In my opinion, the world population isn’t yet ready to give up those social traditions and eating experiences to go fully plant-based. Yeah, well I guess looking back I don’t think there was any single moment in time because there have been so many. There’s this fictitious third person that can look at the design during the process, and that’s usually the customer right? The funding round was led by VC fund AccelFoods with support from Alpha Foods’ existing partners New Crop Capital, Green Monday, and Blue Horizon. That’s a great question, and obviously there are language, and cultural barriers, and considerations that me personally, I don’t have, I can’t add a lot of credibility to what may or may not resonate in the language that I don’t speak, or in a country that I don’t live in. Publisher - Asia's Impact Media - Breaking Sustainability News. Copyright © 2020 FINIEN. Enter your email address to receive future FINIEN insights and updates. It then evolved into a consensus that this would be well-received in Asia. I appreciate you having us. CO: Over the years, we have really done a lot to zoom in on the sustainability of our products. But it was still tough to find something I could get excited about, and so that a-ha moment was, “Well if I can enjoy this product, and love it, and crave it then there’s got to be hundreds of millions of other people out there that will have the same experience.”. Yeah, you’re the one who’s just rising to the top. There was a just a better deal on the table, but we stayed in touch professionally, and as friends. The Alpha logo type plays a very central point in your identity even on the packaging. But to address your question, absolutely tasting is believing, and getting product samples in front of people, ensuring they’re prepared properly is really the first stop. Yeah, thank you, we’re going to be coming up to our fifth birthday at sometime at the end of this year. Cole Orobetz, the COO and CFO of Alpha Foods, joins NOSH's Editorial Assistant, Erin Cabrey for a Livestream Studio interview at NOSH Live Summer 2019. 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. So this is mainly via various social channels I assume right? CO: Whether it is a plant-based company or not, just the sheer amount of work to create a company of this scale was a huge challenge for us. And the blizzard and bagel dog story is he reached out to me in 2015. I think everyone knows what a pizza is. And it has that kind of stickiness factor in mind. So I think there’s been a number of companies that have learned that the hard way over time that you probably just can’t do a direct translation to every language you want to put on your package. Were you a very data oriented company, or did you even sometimes go against early customer data, and you launched something that you weren’t sure people would actually resonate with? So I’m a little ahead of time right now when we record this in August. Born in 2015, the company has recently partnered up with Green Monday in Hong Kong to launch Happy Nuggets across Green Common stores, with plans to launch the rest of their product line in Asia in the near future. Cole Orobetz, Co-Founder, CEO, And CFO, Alpha Foods Cole Orobetz founded Alpha Foods five years ago and is currently the CEO and CFO of the healthy frozen meal brand that can be found in over 9,000 stores across North America and Asia, where their plant-based Alpha Chicken Nuggets are available at KFC (which is quite an endorsement! So yeah I would say that was definitely one of those highlight moments for us. Cole Orobetz, co-founder of plant-based meat company Alpha Foods, said when it comes to seafood, people can be hypersensitive to even the slightest off … So there was, no there’s definitely enough data out there to give us direction on consumer preferences, on where the market is going in the plant based sector. 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. Alpha has a lot of connotations right? Yeah, the nuggets launched about a year and a half ago at retail in the US. Founded by Cole Orobetz and Lauren Wallis in 2015, the brand debuted its line of frozen ready meals in 2018 at US biggest supermarket chain Walmart. Nothing was alarming, but they started to educate me on the heaviness of meat in my body, and what it does to my ability to be in a rested state. Cole Orobetz founded Alpha Foods five years ago and is currently the CEO and CFO of the healthy frozen meal brand that can be found in over 9,000 stores across North America and Asia, where their plant-based Alpha Chicken Nuggets are available at KFC (which is quite an endorsement! We typically use the term plant based instead of vegan, but it is a vegan product. How important was data to you in the beginning? So branding for you must play a crucial role in your professional life. There’s a store locator on eatalphafoods.com so type ina zip code, and there’s definitely stores that will pop up, and we’re also actually going to be selling online through our website as well. And so it’s still early for the nugget here in the US, but it has clearly become our hero product of the entire line. Would they love it?” Right? Is the team capable? Sure, no you got the two points, the blizzard, the bagel dog bang on. And it really stemmed from the actual vegan hotdog inside that bagel dog which was the vision was that would be the best plant based hotdog out there, and Alpha is another name for the best, or the top. Cole and I talk about how a blizzard and a vegan bagel dog got him into the business, why he had to re-name his brand for the Chinese market, how ‘familiarity’ is key to convincing meat-eaters to try plant-based varieties of their favorite foods, and how it took them hundreds of logos and four agencies to arrive at their very first logo – all because the brand strategy phase was missing upfront. And also I think that there’s definitely an interesting shift that’s happened through COVID with the retailers where they may not want to bring on brands that appear to be too risky because of potential supply chain disruptions and things. Join Fabian’s monthly mentorship circles while supporting the show. I think the idea of the brand DNA potentially, or the DNA of the company being around familiarity is really, really interesting because I tried to put my finger on it because the way that you named the product it’s really in your face right? And thank you Cole for having been on the show. For example, we were previously using palm oil in our first pot pies. But when more news and reports came out about the ethical conflicts involved in palm oil production, we removed it from our ingredient list. They definitely do, and we were thrilled to hear that they had selected our nugget for the test, and we know that it’s been selling very well. Alpha Foods received significant funding from investors including Accel Foods (AF Ventures), New Crop Capital, Green Monday and Blue Horizon Ventures earlier this year, putting the total raise to date at $41 million. Our goal is to encourage everyone to move towards more plant-based options. There’s no way that I will like this. CO: What we are learning in every single conference we attend, and all the industry publications we read, is that there will be an evolution in the different types of plant proteins being developed and used. It’s black. We’ve since learned that vegan isn’t a great word to use when talking to consumers about our brand, because it can invoke a sense of lifestyle change that people don’t yet want to live. And if they have a product in the right sector you have to give those three factors an opportunity to get to the point where they are uncovering data, or potentially paying for it, or obtaining it to further refine the next phase, or next stage of the company because you’re right data becomes more, and more important as companies grow up. Because at that point they can’t say, “I like this.” Or, “I don’t like this.” But it’s like, “Does this go back to our plan? And the reason why I say fascinating, because I recorded a lot of founders over the last half year, and none of them actually mentioned that. The word vegan has been branded, and mislabeled for such a long time that it now stands for something right? Especially with Alpha starting out in the mass market, we had to invest upfront a bit more than others on our brand for those who weren’t familiar with plant-based. And we were in discussions for a funding round from our fund to Good Karma, and didn’t end up completely the transaction together. How has this treated Alpha Foods? Which was a huge win for them, but I’m sure also for the meatless community as a whole because I feel that catering to basically meat eaters is really, really difficult because everyone comes in with your attitude. Well, I invite everyone to check that out. Yeah, that’s a great point. It’s like, “No, here’s your crispy chicken patty.” It just isn’t chicken. I think one important step is to really in the beginning look at the brand strategy, to really refine what is the brand, what does it stand for, what is the mission, what is the vision, what is the positioning in the marketplace, what is all of that together with the agency so they can actually then derive something. CO: In 2013, I met with a nutritionist just for a general check in with my diet, exercise and lifestyle. ). Listeners who’d like to get a taste for your plant based meals where can we find Alpha Foods? And I think that happens a lot in start ups that, that is either not being taken seriously on the agency’s side, or it’s just there is no time from the founder’s side because you just need to get design, and you need it now. It is dedicated to returning to the roots of a healthy diet and sustainable industry by bringing delicious meat alternatives derived from plants. Out of all the recommendations I was given to consider in terms of everyday lifestyle changes to make, reducing red meat consumption was the number one most impactful thing. 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. And then there is some element of just a gut feel for certain opportunities, and products to develop that we had to have absolute conviction that you’re not always going to have 100% the data you need to make perfect decisions based on those kinds of facts. And so we’ve been very thoughtful about how we approach the launch in a package that is not USA spec. Well and it says a lot about you as a brand too subliminally, because the alpha kid always gets the food. So earlier this year you completed a 28 million dollar funding round. And I said, “Okay, send it up.” I thought to myself it would taste like sadness. This website or its third-party tools use cookies, which are necessary to its functioning. Alpha Foods serves customers in the State of Texas. The colon is where gas is created and persists, making Beano effective in prevent… Moskovskaya Vodka: Moskovskaya special vodka is an early Russian brand of vodka introduced in 1894 by the Russian state vodka monopoly. It basically fits into the typical freezer product. These people are getting-. I’d also like to add that we have made changes before upon learning new information. So really that was a big game changer for us, and we did evolve our marketing messaging, our content creation to be a lot more interactive. I just devoured this thing. Despite there being a lot of intrigue in plant-based protein, many distributors, consumers, retailers and restaurants are still not yet ready to engage in plant-based products and proteins yet. Even if you’re a 100% meat eater, at some point being at home you’re just, and you don’t want to cook anymore either. Yeah, likewise thanks, Fabian. Is it just tons of samples at stores, or is sampling the way the go? Sure. Is this great for our customer? I think a little bit, and I would say for early stage investing, angel stage before you get to the growth stage of a company, and looking at investing and past proof of concept, I guess for me it was boiled down to a few things which is the management team, the product itself, and the sector. Yeah that was really exciting. As a result, Alpha Foods' new e-commerce platform will meet these customer needs in an easy and convenient way. I think it was February 2016 when we got going. Alpha leads the product as I already talked about. So congratulations that’s an amazing lineup of skews after such a short time. Well and anyone had vegan food even as a meat eater, and that’s why it took you a blizzard for you to try it again because it has changed a lot in the last five, 10 years. The work that the Green Monday team has done is just incredible – they truly have a small army! Over the years, I have seen some smaller brands and companies struggle to be big enough to be relevant. Our first customer was Walmart, so being able to scale up and service a client like Walmart was a lot of work. And the more we realised how educated the consumer base is – people were learning a lot about soy production – we have been proud to say that all our soybeans are ethically sourced from the United States where there is no deforestation to be concerned of. What does branding mean to you being in the CPG space? So I think those three factors would get me through I guess an angel, or early stage investment decision more so than data because in the early stages there’s a time factor, and an execution factor, and that really is mostly driven by the team. Yeah, so we launched there last year in food service and retail, and it’s been slowly building in Hong Kong as well as five other countries in Asia. That’s just what was put on my plate. As of today Alpha Foods has raised a total of $41 million. That’s the founder spirit. But it makes a lot of sense because people are at home, they actually spend more time with products just because they are stuck, and they start falling in love with some products, and they start to actually get to know new product, and then engage with them. INDUSTRY. And I think that’s really how we’re in a position for success as a bit of a disruptive brand making plant based easy, and enjoyable for people to substitute, and ditch their meat products. I think I can eat plant based protein, but I don’t know what’s out there. 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. 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. But one of the interesting things that we saw occurring was the consumer being home bound for more meal occasions, and we had just more opportunity to reach out to them, connect with them just in a different way that we have before. And so I think it was a combination of yes being home bound, cooking all your meals from morning to night in your house, but also going to the grocery store for that potentially nerve-racking grocery run during a pandemic when there’s a risk of being sick, or whatever, and going to your usual meat cooler and not finding the steak, or the burgers that you used to buy. Looking back at Alpha Food, I know you mentioned that you got into Walmart pretty early on, but what was that one big breakthrough moment where you felt like now you’re changing from being a start up, and you’re actually turning into a brand? 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. Yeah, yeah. So we definitely saw a huge spike in sales for the first few weeks. Paid posts are clearly marked as such: look for 'This is a Green Queen Partner Post' at the bottom of the page. While the commercial availability of protein itself is not necessarily available in near terms. But one of the entrepreneurs that I had met during that time Loren Wallace was the founder, and CEO of Good Karma Foods. Our first products – burritos and pot pies – weren’t exactly the right fit for Hong Kong. ). Alpha Foods produces plant-based foods focused on taste, texture, and sustainability. Beano also works on sugars categorized as oligosaccharides and polysaccharides. The company states it is the leader in its category for frozen, plant-based comfort foods. Things like oat protein, for example, and mushroom proteins are being lab-scaled but not yet used commercially. Alpha Foods is co-founded by Loren Wallis, former founder of Good Karma Foods acquired by Dean Foods in 2018, and Cole Orobetz, a former venture capital investor in the food and ag-tech sector. And really what we saw was a huge surge in people purchasing the products, loading their freezers. And regardless if you already have a product, and you’ve got the perfect experience it’s still not easy. It’s everything is moving, and especially during COVID there’s a whole slew of data sets, and consumer preferences that have changed, and probably permanently. So we invested in our direct to consumer business. Alpha Foods was founded by Cole Orobetz and Loren Wallis in 2015, and is located in Glendale, California. Today Alpha Foods, a company making meatless proteins and frozen plant-based heat-and-eat meals, announced that it has raised $28 million. CO: I think that this is the big idea. Plant-based food brand Alpha Foods has raised $28m in a funding round led by VC fund AccelFoods and supported by New Crop Capital, Green Monday … I can’t buy it. And I know that every plant based company out there is asking the same question, and they have their own take on it. So when I began Alpha Foods, the idea was to make the plant-based transition easier. Consumer behaviour through our authentic, Original and ground-breaking content the right fit for Kong... For frozen, plant-based nutrients, put together with heart and mind for tangible physical benefits:! From Green Queen Partner Post ' at the same location is 83 cole alpha foods sending me articles about plant-based eating their! Glendale, California produces plant-based Foods focused on taste, texture, and is located in Glendale, California works! 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