NutriAsia partners with Indonesian startup to sell plant-based meat to Filipino 'flexitarians' | ABS-CBN
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NutriAsia partners with Indonesian startup to sell plant-based meat to Filipino 'flexitarians'
NutriAsia partners with Indonesian startup to sell plant-based meat to Filipino 'flexitarians'
MANILA – NutriAsia, one of the country’s leading manufacturers of sauces and condiments, is partnering with an Indonesian startup to distribute plant-based meat products to the Philippines.
MANILA – NutriAsia, one of the country’s leading manufacturers of sauces and condiments, is partnering with an Indonesian startup to distribute plant-based meat products to the Philippines.
Green Rebel, which sells whole-cut plant-based meat, has signed a deal with NutriAsia to sell its products in the Philippines.
Green Rebel, which sells whole-cut plant-based meat, has signed a deal with NutriAsia to sell its products in the Philippines.
Mario Mendoza, NutriAsia’s New Business Development Head, said they agreed to sell the vegan products because there is a growing market for vegans and vegetarians in the Philippines.
Mario Mendoza, NutriAsia’s New Business Development Head, said they agreed to sell the vegan products because there is a growing market for vegans and vegetarians in the Philippines.
“In fact, here in Asia parang they projected it to be growing double digit in the coming years,” he said. “It's a fast-growing market especially among the young ones, not only for those aging.”
“In fact, here in Asia parang they projected it to be growing double digit in the coming years,” he said. “It's a fast-growing market especially among the young ones, not only for those aging.”
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Green Rebel CEO and co-founder Helga Angelina, however, noted that they hope to sell in the Philippines to more than just vegans.
Green Rebel CEO and co-founder Helga Angelina, however, noted that they hope to sell in the Philippines to more than just vegans.
NutriAsia New Business Development Head Mario Mendoza with Green Rebel co-founders Helga Angelina and Max Mandias. Benise Balaoing, ABS-CBN News
NutriAsia New Business Development Head Mario Mendoza with Green Rebel co-founders Helga Angelina and Max Mandias. Benise Balaoing, ABS-CBN News“Our main market isn't really vegans. So actually, based on preliminary search and what we've seen in multiple markets, such as Indonesia and Singapore, the ones who are buying meat are people who are eating chicken and fish, but they're typically cutting the consumption. So this is called flexitarian. Flexible vegetarian, so they go plant-based a few days a week, but they don't they're not ready to commit 100 percent,” she explained.
“Our main market isn't really vegans. So actually, based on preliminary search and what we've seen in multiple markets, such as Indonesia and Singapore, the ones who are buying meat are people who are eating chicken and fish, but they're typically cutting the consumption. So this is called flexitarian. Flexible vegetarian, so they go plant-based a few days a week, but they don't they're not ready to commit 100 percent,” she explained.
“The number of flexitarians is really our target market, which in the Philippines, it's about 30 percent of the population,” she said.
“The number of flexitarians is really our target market, which in the Philippines, it's about 30 percent of the population,” she said.
She noted that her company also hopes to help more Filipinos live healthier lives.
She noted that her company also hopes to help more Filipinos live healthier lives.
“I think we see a lot of similarities between Filipino and Indonesian consumers. The health issues are the same--diabetes, cardiovascular (disease), hypertension, cholesterol.”
“I think we see a lot of similarities between Filipino and Indonesian consumers. The health issues are the same--diabetes, cardiovascular (disease), hypertension, cholesterol.”
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“And when there is a problem, we see that there is a good opportunity because people are going to look for healthier options, but they don't want to compromise on the flavors and the texture of the meat,” she explained.
“And when there is a problem, we see that there is a good opportunity because people are going to look for healthier options, but they don't want to compromise on the flavors and the texture of the meat,” she explained.
Max Mandias, Angelina’s husband and Green Rebel’s Research and Development Director, also said he expects their business to do well in the Philippines because Filipinos are well-traveled, and are therefore open to new ways of living.
Max Mandias, Angelina’s husband and Green Rebel’s Research and Development Director, also said he expects their business to do well in the Philippines because Filipinos are well-traveled, and are therefore open to new ways of living.
“We feel people who are well traveled are more receptive towards, like new, new trends, new products, new everything, new way of eating, new way of life.”
“We feel people who are well traveled are more receptive towards, like new, new trends, new products, new everything, new way of eating, new way of life.”
He also noted the Philippines' strong economic growth and said that trends show that people tend to consume more protein once they’re richer.
He also noted the Philippines' strong economic growth and said that trends show that people tend to consume more protein once they’re richer.
Green Rebel is selling shelf-stable plant-based meat packed in pouches that can simply be heated before eating.
Green Rebel is selling shelf-stable plant-based meat packed in pouches that can simply be heated before eating.
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Green Rebel co-founder Max Mandias cooks their Korean barbecue beef slices at a press event in Bonifacio Global City. Benise Balaoing, ABS-CBN News
Green Rebel co-founder Max Mandias cooks their Korean barbecue beef slices at a press event in Bonifacio Global City. Benise Balaoing, ABS-CBN NewsAt a media event in Makati City, Mandias cooked in less than 10 minutes their Korean-style barbeque beef slices and Indonesian rendang curry.
At a media event in Makati City, Mandias cooked in less than 10 minutes their Korean-style barbeque beef slices and Indonesian rendang curry.
A dish that makes use of Green Rebel's Korean-style barbeque slices. Benise Balaoing, ABS-CBN News
A dish that makes use of Green Rebel's Korean-style barbeque slices. Benise Balaoing, ABS-CBN News
A dish making use of Green Rebel's Indonesian rendang curry. Benise Balaoing, ABS-CBN News
A dish making use of Green Rebel's Indonesian rendang curry. Benise Balaoing, ABS-CBN NewsMendoza said these will soon be available in select Robinsons, Landmark, and The Marketplace supermarkets at about P220 per pack.
Mendoza said these will soon be available in select Robinsons, Landmark, and The Marketplace supermarkets at about P220 per pack.
These will also be sold on online shopping platforms Lazada and Shopee, he said.
These will also be sold on online shopping platforms Lazada and Shopee, he said.
Green Rebel also has meat alternatives like beefless steak, mushroom patty, and chicken katsu.
Green Rebel also has meat alternatives like beefless steak, mushroom patty, and chicken katsu.
(Clockwise from top): Green Rebel Chick'n Teriyaki Sliders, Green Revel Beefless Steak a la Pobre, Green Releb Chick'n Chunks Sate, and Green Rebel Mushroom Patty sliders. Benise Balaoing, ABS-CBN News
(Clockwise from top): Green Rebel Chick'n Teriyaki Sliders, Green Revel Beefless Steak a la Pobre, Green Releb Chick'n Chunks Sate, and Green Rebel Mushroom Patty sliders. Benise Balaoing, ABS-CBN NewsAside from selling in groceries and online platforms, Mendoza said NutriAsia also hopes to help Green Rebel sell their plant-based meat alternatives to hotels, restaurants, and other food businesses.
Aside from selling in groceries and online platforms, Mendoza said NutriAsia also hopes to help Green Rebel sell their plant-based meat alternatives to hotels, restaurants, and other food businesses.
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