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Reetta Kivelä
November 16 2016
2030*
*) NCAR, National Center for Atmospheric Research
Not my Problem?
Reetta
CTO, technologist, inventor
PhD in Food Science, oat specialist
Maija
Can we be doers?
CEO, brand builder, innovato...
(Food Technology 2013 report*)
Environmental impact of meat mass production (WHO)
1 meal
2000L
6kg 1kg
Plant protein Anima...
Awarness
Meat mass production challenges Plant based diets boom + protein boom
Natural Health issues
The Missing Link
ANIMAL PROTEINS /
UNSUSTAINABILITY
PLANT
PROTEINS /
NUTRITIONALLY
INCOMPLETE
O’Kitchen Ltd 2015
True Ingredients
Legumes
Oat
Oat bran
Oat protein
Beta-glucan fibre
Proteins
Vitamins
Fats
Minerals
Pea protein
Fababean p...
2030*
*) NCAR, National Center for Atmospheric Research
Oat has many proven health benefits, including impacts on heart heath, digestion and blood sugar.
PUNTTIS.NET:
Rule Nr 1: TASTE
Rule Nr 1: TASTE
Rule Nr 2: USAGE
Rule Nr 1: TASTE
Rule Nr 2: USAGE
Rule Nr 3: NUTRITION
Rule Nr 1: TASTE
Rule Nr 2: USAGE
Rule Nr 3: NUTRITION
Rule Nr 4: ACCESS
PULLED
BASED Snacks
Cooking
ingredient
Cold cuts
GEL
BASED
Food
Meaty
Sweet and
crispy
Savoury
and crispyFood to
prepare
F...
Product #1: PULLED OATS
Our story
Artikkeli
Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Preliminary studies in
China
Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Founding the
company
Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Our first own premises
1
Title of the invention
A method of manufacturing a textured food product and a
texturized food product
Field of the inve...
Vegans / Hipsters
Families
Athletes
Women
Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
User studies
Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Shop tests
Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Shop tests 3 weeks -> 3 hours
1124
1124
Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Hype!
Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Approaches
Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Approaches
Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4
2014 2015 2016
Factory
Breaking the barriers
Only with bests
Rain maker
31.8.2016
”
The Gold&Green way
From R&D to product to mass production 2015-2017
ESTIMATED
DEMAND Q3’16
Keys to the empty
factory
PoC:
...
VISION
The Gold&Green way
Design centric Research driven
innovation
IDEAS
Vision 2020
Pulled Oats is the most
attractive meat alternative
available in all important
markets globally
Product #2: SNACK
Usage – Savory protein snacks
Funding plans 05’16->
• BANK LEASING Q2’16 1,5M€ IN PROGRESS
• EU GRANT Q3’16 2,5M€ IN PROGRESS
• EQUITY Q3-Q4’16 3-5M€ PL...
The global meat substitutes market is projected to grow significantly from an estimated value of USD 3.80
billion in 2015 ...
Competitors: Established
Soy (Strips, tofu, tempeh)
Mycoprotein (Quorn UK)
Single provider
Revenue 2014 240M€
Monde Nissin...
Competitors: Newcomers
…TO MANY!
(All based in soy or gluten)
Oumph!More Than Meat
Beyond Meat
Sales plans
FINLAND
SWEDEN
Home market pilots 2016-2017
• Finland & Sweden, target 1Mkg/y during 2017
• Retail & HoReCa
• ...
PLANT-BASED
REVOLUTION
cooking in the North
Millennium Talks Reetta Kivelä Nyhtökaura Gold&Green Foods
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Millennium Talks Reetta Kivelä Nyhtökaura Gold&Green Foods

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In the Millennium Talks series Reetta Kivelä tells about her 1,5 year old company "Gold& Green Foods" and their first product, pulled oat.

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Millennium Talks Reetta Kivelä Nyhtökaura Gold&Green Foods

  1. 1. Reetta Kivelä November 16 2016
  2. 2. 2030* *) NCAR, National Center for Atmospheric Research
  3. 3. Not my Problem?
  4. 4. Reetta CTO, technologist, inventor PhD in Food Science, oat specialist Maija Can we be doers? CEO, brand builder, innovator Entrepreneur, designer Maija
  5. 5. (Food Technology 2013 report*) Environmental impact of meat mass production (WHO) 1 meal 2000L 6kg 1kg Plant protein Animal protein
  6. 6. Awarness Meat mass production challenges Plant based diets boom + protein boom Natural Health issues
  7. 7. The Missing Link ANIMAL PROTEINS / UNSUSTAINABILITY PLANT PROTEINS / NUTRITIONALLY INCOMPLETE O’Kitchen Ltd 2015
  8. 8. True Ingredients Legumes Oat Oat bran Oat protein Beta-glucan fibre Proteins Vitamins Fats Minerals Pea protein Fababean protein Other Oil, salt, spices Oat malt
  9. 9. 2030* *) NCAR, National Center for Atmospheric Research
  10. 10. Oat has many proven health benefits, including impacts on heart heath, digestion and blood sugar.
  11. 11. PUNTTIS.NET:
  12. 12. Rule Nr 1: TASTE
  13. 13. Rule Nr 1: TASTE Rule Nr 2: USAGE
  14. 14. Rule Nr 1: TASTE Rule Nr 2: USAGE Rule Nr 3: NUTRITION
  15. 15. Rule Nr 1: TASTE Rule Nr 2: USAGE Rule Nr 3: NUTRITION Rule Nr 4: ACCESS
  16. 16. PULLED BASED Snacks Cooking ingredient Cold cuts GEL BASED Food Meaty Sweet and crispy Savoury and crispyFood to prepare Food to warm up Food to grill Pulled Chewy Sausages A patented platform G&G Snacks Food Hiker’s food Snack bar Tofu Drinks
  17. 17. Product #1: PULLED OATS
  18. 18. Our story
  19. 19. Artikkeli Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4 2014 2015 2016
  20. 20. Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4 2014 2015 2016 Preliminary studies in China
  21. 21. Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4 2014 2015 2016 Founding the company
  22. 22. Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4 2014 2015 2016 Our first own premises
  23. 23. 1 Title of the invention A method of manufacturing a textured food product and a texturized food product Field of the invention The present invention relates to methods for manufacturing of5 textured food products. Technical background Vegetable-based protein-rich products offer many benefits and advantages to consumers. Protein-rich plant food offers a sustainable way of fulfilling the daily protein requirements. In10 addition to the proteins, plants are high in bioactive compounds such as complex carbohydrates, which are widely recognized as being healthful. The majority of the Western consumers would like to prefer a plant-based diet due to its healthiness and ecological concern. However, many consumers find it difficult15 to keep their daily protein intake sufficient due to the narrow and inconvenient offering of proteinous plant products. Protein bar snack products are a convenient choice, but are limited to syrup-based taste profiles and have sandy structure. Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4 2014 2015 2016 2015OKO0628PEP-2015009865 20151016 1 Title of the invention A method of manufacturing a textured food product and a texturized food product Field of the invention The present invention relates to methods for manufacturing of5 textured food products. Technical background Vegetable-based protein-rich products offer many benefits and advantages to consumers. Protein-rich plant food offers a sustainable way of fulfilling the daily protein requirements. In10 addition to the proteins, plants are high in bioactive compounds such as complex carbohydrates, which are widely recognized as being healthful. The majority of the Western consumers would like to prefer a plant-based diet due to its healthiness and ecological concern. However, many consumers find it difficult15 to keep their daily protein intake sufficient due to the narrow and inconvenient offering of proteinous plant products. Patent application
  24. 24. Vegans / Hipsters Families Athletes Women Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4 2014 2015 2016 User studies
  25. 25. Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4 2014 2015 2016 Shop tests
  26. 26. Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4 2014 2015 2016 Shop tests 3 weeks -> 3 hours
  27. 27. 1124
  28. 28. 1124
  29. 29. Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4 2014 2015 2016 Hype!
  30. 30. Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4 2014 2015 2016 Approaches
  31. 31. Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4 2014 2015 2016 Approaches
  32. 32. Q1 Q2 Q3 Q1 Q2 Q3 Q4Q4 2014 2015 2016 Factory
  33. 33. Breaking the barriers
  34. 34. Only with bests
  35. 35. Rain maker
  36. 36. 31.8.2016
  37. 37.
  38. 38. The Gold&Green way From R&D to product to mass production 2015-2017 ESTIMATED DEMAND Q3’16 Keys to the empty factory PoC: productisation ESTIMATED DEMAND Q1’16 2015 2016 2017 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 R&D PoC: consumer demand/Finland POC: Categoria demand/Finland PoC: Industrialisation PoC: Consumer demand/xx PoC: Expansion of perfect protein platform In lab book PoC: HoReCa demand PoC: Multiplication of the production site Production kilos/revenue
  39. 39. VISION The Gold&Green way Design centric Research driven innovation IDEAS
  40. 40. Vision 2020 Pulled Oats is the most attractive meat alternative available in all important markets globally
  41. 41. Product #2: SNACK
  42. 42. Usage – Savory protein snacks
  43. 43. Funding plans 05’16-> • BANK LEASING Q2’16 1,5M€ IN PROGRESS • EU GRANT Q3’16 2,5M€ IN PROGRESS • EQUITY Q3-Q4’16 3-5M€ PLANNING Type Time Amount Status
  44. 44. The global meat substitutes market is projected to grow significantly from an estimated value of USD 3.80 billion in 2015 to USD 5.17 billion by 2020 at a CAGR of 6.4% between 2015 and 2020. The growth in this market is propelled by continuous growth in the vegetarian food industry and the increasing health concerns of consumers. The Asia-Pacific market will register highest growth by 2020 owing to the significant increase in the awareness level in consumers for health and wellness and increasing demand for healthy and clean-label food in the region. The growth of this region is supplemented by the increasing per-capita spending power and changing food habits in developing economies such as India and China. The growing demand for meat-free food products and increasing health concerns are expected to drive the market for meat substitutes globally. In addition to this, key factors such as increase in adoption rate of vegan & vegetarian diet and increasing health concerns for pets, increasing environmental issues, and presence of modernized retail chain in emerging markets are projected to support the growth in the meat substitutes market in the forthcoming years. The industry and potential
  45. 45. Competitors: Established Soy (Strips, tofu, tempeh) Mycoprotein (Quorn UK) Single provider Revenue 2014 240M€ Monde Nissin acquired Quorn for 744M€ at Sept. 30th Seitan = Wheat gluten (Wheaty / Topas GER) Revenue 2014 10M€ (yearly growth 102%) Facts 90% is GMO Hormonal effects Rainforest effects Global soy production 200Mt/y of which 6% goes into human food. Soyfood market size 40B €, of which snack bars 35%, meat alternatives 17%, beverages 14%. The major producers: US, Brazil, Argentina, China Facts Allergy issues Contains egg Facts Wheat based
  46. 46. Competitors: Newcomers …TO MANY! (All based in soy or gluten) Oumph!More Than Meat Beyond Meat
  47. 47. Sales plans FINLAND SWEDEN Home market pilots 2016-2017 • Finland & Sweden, target 1Mkg/y during 2017 • Retail & HoReCa • Cookable food & snacks • Early sales 05’16: 10% of the demand fulfilled Expansion 2018-> • Export: Scandinavia, Benelux, UK, Ger • JV: China, USA
  48. 48. PLANT-BASED REVOLUTION cooking in the North

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