{ "docId": "019f6b8e-ea19-71ee-9436-2dc684c6727e", "docSlug": "jarvis-agfunder-alternative-protein-white-paper-flat-and-small", "documentTitle": "AgFunder Alternative Protein White Paper flat and small", "authorId": "agfunder-alternative-protein-white-paper-flat-and-small", "authorName": null, "documentKindSlug": "pitchdeck", "documentKindLabel": "Pitch deck", "sourceTypeSlug": "vc_research", "sourceTypeLabel": "VC research", "presentationDate": null, "orientation": null, "aspectRatio": null, "pageNumber": 20, "pageCount": 42, "prevPage": 19, "nextPage": 21, "slideType": "context", "function": "establish_context", "density": "overcrowded", "nDataPoints": 0, "notes": "This appears to be a page from a research report or whitepaper rather than a traditional pitch deck slide.", "elementsJson": null, "metadataConfidence": 0.9, "imagePath": null, "slideHref": "/slides/019f6b8e-ea19-71ee-9436-2dc684c6727e/20", "deckHref": "/decks/019f6b8e-ea19-71ee-9436-2dc684c6727e", "deckJsonHref": "/decks/019f6b8e-ea19-71ee-9436-2dc684c6727e.json", "deckAnchorHref": "/decks/019f6b8e-ea19-71ee-9436-2dc684c6727e#slide-20", "components": [ { "bbox": null, "kind": "paragraph", "text": "Plant-based milk has been experiencing great success at the expense of the conventional dairy industry. However, other plant-based dairy products, particularly cheese, still require major technological improvements before capturing similar market shares.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "0059c5b4-b05f-4655-ad29-93cfa28fcf88", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "paragraph", "text": "While most of the plant-based excitement has been centered around meat, the plant-based milk industry has been more quietly dropping its anchors in households around the world. Just like meat alternatives, plant-based milk alternatives have existed for centuries100,101 and similarly, soy milk was only introduced to the Western world in the late 19th century102. Nevertheless, until a decade ago, alternatives to milk were mostly limited to soy milk that was sold as a fringe product for vegans and consumers with lactose intolerance or milk allergies103. Today the picture is completely different, and consumers have an endless list of plant-based milks: almond milk, oat milk, coconut milk, hazelnut milk, cashew milk, hemp milk, rice milk,", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "5468e5f0-f1d8-41b1-a68b-39fde8590356", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "paragraph", "text": "vegetarians and vegans on multiple occasions87,88—tasted the Impossible Burger for the first time, he wrote on social media: \"Today I tasted the future and it was vegan: this burger was juicy/bloody and had real texture like beef. But more delicious and way better for the planet. I can't really comprehend its impact quite yet... but I think it might change the whole game.\"89", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "82fed8fc-c6db-4570-b41e-31944baa8be0", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "paragraph", "text": "While Beyond Meat is proudly GMO-free92, Impossible Foods has embraced GMOs. Among Impossible Burger's 21 ingredients93 is its secret sauce: heme, which makes meat taste like meat. In animals, heme is carried by hemoglobins and myoglobins, but it can also be found in leguminous plants in leghemoglobin94. However, rather than harvesting heme from plants, Impossible Foods is fermenting yeast modified with soy leghemoglobin's DNA, which allows them to produce the protein at larger scales and more sustainably95.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "a31e1c9e-1720-4974-a198-1a3eaa147f9d", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "paragraph", "text": "Beyond Meat and Impossible Foods' main strategy was to use cutting-edge science to reverse-engineer meat starting with taste and texture. Beyond Meat took a bottom-up approach by first analyzing the experience of meat at the molecular level, and then identifying similar molecules in plants to create a \"meaty aroma and taste\"90. Their current recipe requires 22 ingredients91: pea is the main protein, coconut oil and potato starch make the product juicy, and beet gives it a bloody color.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "e7f27342-d16b-467a-bcb1-cfdd73407460", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "paragraph", "text": "These innovations changed the rules for the entire industry and legacy vegetarian brands like Morningstar, Lightlife Foods, Tofurky, Gardein have recently come forward with \"meatier\" products96,97,98,99. At the same time, a new generation of startups is looking to further disrupt the meat industry.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "ef27ccae-c440-4381-99d1-6485ef6fe15c", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "title", "text": "5.1.2.1 Plant-based milk", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "01ec3078-b243-4a23-b6b1-f4e7dfb0f139", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "title", "text": "5.1.2 Plant-based dairy", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "0a350e2c-3276-4d97-88d1-ab0d53d4db2f", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [ { "name": "Narrative foundations (from the Storymakers methodology)", "slug": "narrative-foundations", "agent": "storyteller", "layer": "slide", "matchId": "a272bcdc-9e64-4a8c-8193-e61ba55e80bb", "evidence": "While most of the plant-based excitement has been centered around meat, the plant-based milk industry has been more quietly dropping its anchors in households around the world.", "confidence": 0.5 } ], "frameworks": [], "arcBeats": [ { "to": 26, "from": 15, "beatId": "be894e59-3ce1-4d8a-ada8-ab902a601a86", "arcName": "Problem-Agitate-Solution", "arcSlug": "problem-agitate-solution", "beatName": "Agitate (Make it worse)", "beatSlug": "problem-agitate-solution-agitate-make-it-worse", "evidence": "The deck agitates the challenges and risks associated with investing in alternative proteins.", "position": 1, "confidence": 0.8, "parentBeatName": "Development", "parentBeatSlug": "development" }, { "to": 24, "from": 16, "beatId": "e041e878-8700-45a6-97cc-2aafc19f62de", "arcName": "Problem-Agitate-Solution", "arcSlug": "problem-agitate-solution", "beatName": "Solution (Provide relief)", "beatSlug": "problem-agitate-solution-solution-provide-relief", "evidence": "The deck offers a solution through investment strategies in plant-based and cellular agriculture.", "position": 2, "confidence": 0.8, "parentBeatName": "Resolution", "parentBeatSlug": "resolution" } ], "loops": [ { "to": 42, "from": 3, "name": "Golden Circle", "slug": "11-golden-circle", "bestFor": "Visionary leadership, brand positioning, mission statements", "matchId": "5cee9c0b-3022-40db-9e78-9fc142008d5e", "evidence": "The deck follows the golden circle loop by presenting the why (investment case), what (market opportunity), and how (investment strategy) of alternative protein investments.", "position": 0, "objective": "To understand the why, what, and how of investing in alternative proteins", "structure": "The Why (Belief) -> The How (Process) -> The What (Result)", "confidence": 0.7, "description": "Invert the typical pitch by starting with why you exist, rather than what you do" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }