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Marketing Gimmick of the Year – 2021 – Air Protein

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Marketing Gimmick of the Year - 2021The winner of the 2021 award for Marketing Gimmick of the Year has to be Air Protein.

The marketing premise is that the company is creating a scalable process for creating protein from ‘thin air’ using a $32 million Series A funding round and 1960’s era NASA research.

Sounds too good to be true doesn’t it?

And that’s why it’s the marketing gimmick of the year.

It’s not technically untrue, but it doesn’t give the whole picture of how the protein is actually created.

According to The Times out of the U.K., the production of Air Protein begins when purified carbon dioxide is mixed in a fermenter with hydrogenotrophs (naturally occurring microbes) to produce a flour-like substance that is 80 percent protein. This protein is then mixed with other ingredients to create meat alternatives. And believe me, this takes a lot of additional work.

So “thin air” is a bit of stretch and the marketing tagline “Meat Made from Air” stretches the depiction of reality near to the breaking point. But, it doesn’t mean the technology is still not potentially amazing and transformational.

The reason is that the way plant-based proteins and other alternative proteins are made are often even less ‘natural’.

So, it will be interesting to see how the finished product of Air Protein grades out versus the titans of the alternative meat market – Beyond and Impossible – but from a marketing perspective, they are off to a strong start!

Image credit: Air Protein

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The Future of Food

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Sustainable Agriculture and Alternative Proteins

The Future of Food: Sustainable Agriculture and Alternative Proteins

GUEST POST from Chateau G Pato

A rapidly growing global population and the ever-present threat of climate change are transforming the future of food. Sustainable agriculture and alternative proteins offer promising solutions to ensuring a secure and nutritious food supply while reducing environmental impact. In this article, we explore how innovative approaches can pave the way to a more sustainable food system.

Sustainable Agriculture: The Road Ahead

Traditional farming methods are becoming increasingly unsustainable due to resource overuse, habitat destruction, and greenhouse gas emissions. However, sustainable agriculture practices are emerging as a viable alternative. Key strategies include:

  • Precision Agriculture: Utilizing technology to optimize irrigation, fertilization, and crop rotation. This approach boosts yield while minimizing waste and environmental impact.
  • Agroforestry: Integrating trees and shrubs into agricultural landscapes to improve biodiversity, soil health, and carbon sequestration.
  • Regenerative Farming: Adopting practices that restore soil health, such as no-till farming and cover cropping, which enhance the ecosystem’s resilience.

Case Study 1: Driscoll’s Berries

Driscoll’s, a prominent berry company, epitomizes the benefits of sustainable agriculture. With over 700 independent growers, Driscoll’s has adopted:

  • Water Conservation Techniques: Employing sensors and drip irrigation systems to reduce water usage.
  • Integrated Pest Management: Using natural predators and biological controls to minimize pesticide use.
  • Organic Farming: Transitioning certain operations to organic practices, resulting in healthier soil and ecosystems.

These innovative practices not only improve sustainability but also enhance the flavor and quality of their berries.

Alternative Proteins: Meeting Demand Without Compromise

With the global demand for protein on the rise, alternative proteins are becoming increasingly crucial. They offer a solution to the environmental and ethical concerns associated with traditional meat production. Key categories of alternative proteins include:

  • Plant-Based Proteins: Products like Beyond Meat and Impossible Foods mimic the taste and texture of meat using plant-derived ingredients.
  • Insect-Based Proteins: High in protein and low in environmental impact, insects such as crickets are emerging as a sustainable food source.
  • Cell-Cultured Meat: Lab-grown meat from animal cells offers the potential to produce real meat without the drawbacks of conventional farming.

Case Study 2: JUST, Inc.

JUST, Inc. is making waves in the alternative protein space with its innovative products:

  • JUST Egg: A plant-based egg substitute made from mung beans, offering a sustainable alternative to traditional eggs without sacrificing taste or texture.
  • Lab-Grown Meat: JUST is pioneering lab-grown chicken and other meat products, aiming to offer ethical and environmentally friendly options for carnivores.

Through extensive research and development, JUST, Inc. is setting a new standard in the food industry, contributing to a more sustainable and humane food system.

Conclusion

The future of food lies at the intersection of sustainable agriculture and alternative proteins. By embracing innovative practices and technologies, we can build a resilient food system that meets the growing global demand while protecting our planet. The successes of companies like Driscoll’s and JUST, Inc. provide a roadmap for others to follow, highlighting the immense potential of these transformative approaches.

The journey towards a sustainable future is challenging but achievable. It is imperative that stakeholders across the food system—from farmers to consumers, policymakers to entrepreneurs—commit to driving change. Together, we can cultivate a future where nutritious food is abundant and accessible, and our environment thrives for generations to come.

SPECIAL BONUS: The very best change planners use a visual, collaborative approach to create their deliverables. A methodology and tools like those in Change Planning Toolkit™ can empower anyone to become great change planners themselves.

Image credit: Unsplash

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