News + Trends
Climate strike: fake chicken against the collapse
by Simon Balissat
Lower carbon emissions thanks to pea chicken by «Planted»
23.6.2020
Translation: Jessica Johnson-Ferguson
Planted is something of a rock star of the Swiss food industry, shaking up the market with vegan chicken. Last spring, I needed to go to ETH Zurich to try planted.chicken. Today, it’s available in supermarkets.
The Swiss Federal Institute of Technology ETH evokes thoughts of astrophysics, computer science and medical technology. Thinking of it as a producer of fake chicken made of pea protein is strange. Planted is a spin-off spawned at ETH, where it produces the chicken alternative that leaves a smaller carbon footprint than its animal counterpart. Last March, I got to taste it for the first time.
When asked about the peculiar production site that is the Swiss university, Planted spokeswoman Virginia Beljean laughs. «To date, we’ve been pretty much producing on our prototype, which is at ETH. But now we’re ready to move. We’ve got new machines that allow us to increase production volumes and will help us meet the increasing demand.» Production starts at the end of June on the Maggi site in Kemptthal. It’s the same spot where 23-year-old entrepreneur and food pioneer Julius Maggi took over his father’s grain mill in 1869 and started to produce ready-made soups and stock cubes that would conquer the world.
Trend food or hype chicken?
One year ago, I met the Planted founders at ETH during a start-up competition and talked to them about their plans. What they told me sounded good. Planted generates fewer CO2 emissions and consumes less water than conventional meat. It’s about the same price as organic chicken and is vegan. In spite of all this, the goals of the up-and-coming company sounded very ambitious to my ears. They were speaking of at least one million francs in an initial round of financing. That amount was surpassed by far. Seven million francs were generated. Money, that would primarily flow into boosting production. Last March, it was still unclear if Planted would hit store shelves. But since the beginning of this year, the vegan meat alternative is now available in 550 Coop branches and other shops throughout Switzerland. What’s more, Planted runs an online shop and is available to the catering industry through various wholesalers.
But how has the meatless chicken been received by consumers? «The demand is currently on the rise and sales figures are good,» says spokesperson Virginia Beljean. «After the market launch in January, we were expecting a drop in demand and fewer sales. However, this did not happen.» Planted wants to maintain its momentum and has developed a new product in time for the BBQ season. It’s a grill skewer made of corn, dried tomatoes and BBQ-marinated planted.chicken. In addition, Planted is set to launch something new for the restaurant business in a few weeks: vegan pulled pork called planted.pulled.
Planted’s success proves that sustainability and lowering carbon emissions are real customer needs and not just trendy, hollow words. Sustainability is no longer a marginal fundamentalist topic but has turned into a full-blown multimillion capitalist business. A business that creates jobs. Planted currently employs 25 people. When I paid them a visit at ETH last year, they were a team of four.
Small fish in a tank full of sharks
Meat alternatives are all the rage but they’re mostly imported from abroad. From start-ups including «Beyond Meat» and «Impossible Burger» to food giant Nestlé with its «Incredible Burger» – meat substitutes are the next big thing. However, their exemplary CO2 balance is dragged down by long transport routes. A problem Planted doesn’t have. «Green Mountain», produced by the Hilcona group, is the only other meat alternative made in Switzerland. Meanwhile, Migros has invested in an Israeli company that researches meat alternatives. Their products have not yet hit shelves.
Simon Balissat
Teamleader Editorial
Simon.Balissat@digitecgalaxus.chWhen I flew the family nest over 15 years ago, I suddenly had to cook for myself. But it wasn’t long until this necessity became a virtue. Today, rattling those pots and pans is a fundamental part of my life. I’m a true foodie and devour everything from junk food to star-awarded cuisine. Literally. I eat way too fast.
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