Plant-based food technology startups are doing the seemingly impossible — moving the needle on reducing meat consumption in the U.S., and investors are taking notice.

Venture capitalists and investors, motivated both by the need to create sustainable food options and the huge potential for growth in the market, have begun diving into the plant-based foods sectors in earnest. Meanwhile, the market demand for meat alternatives continues to skyrocket, according to CNBC:

Meat alternatives like Impossible Foods’ vegetarian burger are expected to flourish as well. The meat substitutes market was worth an estimated $4.63 billion in 2018 and could reach $6.43 billion by 2023, according to research firm MarketsandMarkets.

One of the dominant players in the industry, Impossible Foods, creator of the Impossible Burger, knows the power of gaining attention through big ideas— like setting a goal to create a plant-based alternative for steak:

The company’s CEO and founder Pat Brown described plans to make an Impossible version of “whole cuts of beef,” with a goal of creating a sustainable and meat-free “world-class” steak. Brown acknowledges that there’s “huge symbolic value” in steak — and in its mission, Impossible Foods calls attention to the notion of meat as a ritualized food at barbecues, taco Tuesdays, and at ballparks, among other events. “Those moments are special, and we never want them to end,” the mission reads. “But using animals to make meat is a prehistoric and destructive technology.”

Need Help with Plant-Based PR?

These kinds of big ideas are great for generating publicity. To get the attention of investors, plant-based tech startups need a solid public relations strategy to generate the visibility they need. That’s where an experienced plant-based food public relations agency like Orange Orchard comes in.

If your plant-based tech startup needs help developing the perfected public relations strategy or clarifying its corporate social responsibility vision, our plant-based public relations experts can help. Contact us online or at 865-977-1973 to learn more.