{
  "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": 21,
  "pageCount": 42,
  "prevPage": 20,
  "nextPage": 22,
  "slideType": "context",
  "function": "establish_context",
  "density": "overcrowded",
  "nDataPoints": 4,
  "notes": "This appears to be a page from a long-form report or whitepaper rather than a traditional pitch deck slide.",
  "elementsJson": null,
  "metadataConfidence": 0.9,
  "imagePath": null,
  "slideHref": "/slides/019f6b8e-ea19-71ee-9436-2dc684c6727e/21",
  "deckHref": "/decks/019f6b8e-ea19-71ee-9436-2dc684c6727e",
  "deckJsonHref": "/decks/019f6b8e-ea19-71ee-9436-2dc684c6727e.json",
  "deckAnchorHref": "/decks/019f6b8e-ea19-71ee-9436-2dc684c6727e#slide-21",
  "components": [
    {
      "bbox": {
        "h": 0.25,
        "w": 0.74,
        "x": 0.13,
        "y": 0.19
      },
      "kind": "paragraph",
      "text": "So what changed in the last few years? For one, criticisms around the dairy industry's environmental impact105, treatment of animals106, as well as its excessive use of antibiotics107 have injured its reputation. Additionally, as 65% of the human population is lactose intolerant108, and approximately 2% of children have a cow's milk allergy109, there was a significant latent market waiting to be tapped. The landscape started changing in 2010 when Blue Diamond Growers, California's almond agricultural cooperative, got its product–Almond Breeze–to be displayed alongside both dairy and soy milk in the refrigerated case110. In a short period of time, almond milk was crowned the plant-based milk industry leader, and, in 2019, it dominated the market with a 68% share of it, far ahead of soy milk's 13.8% market share111.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3183c264-c2a2-47ba-8dec-7d5d729149bb",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.74,
        "x": 0.13,
        "y": 0.45
      },
      "kind": "paragraph",
      "text": "In startup land, we're seeing even more innovations around plant-based milk. Some companies are focusing more on developing new technologies: Bruce in Australia creates milk from near-germinated almonds112, Ripple developed a technology to strip unwanted components from the milked plants113, and Elmhurst Milked (who pivoted from traditional dairy in 2016 after 92 years of operation) uses a proprietary cold-milling milking process114. Other startups, like Rebel Kitchen, REBBL, Mooala, and MALK are mostly innovating with new recipes that blend various plant ingredients.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6d843c3a-d005-4f6b-a7bc-a66271f766e2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.74,
        "x": 0.13,
        "y": 0.77
      },
      "kind": "paragraph",
      "text": "So far, startups in this space have been far less abundant than in any other plant-based segments. Still, a few startups in the space have been developing innovative products. Miyoko's Creamery has been using fermentation and mechanical processes to create new flavors and textures122; Kite Hill, co-founded by Pat Brown (Impossible Foods' CEO and Co-Founder), has been using enzymes and microbes to create almond-based products123; and Eclipse Foods has recently announced that they were able to replicate casein micelles using plant proteins124.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "da84cbb4-3b8b-4e61-9f72-e07b1091912a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.74,
        "x": 0.13,
        "y": 0.64
      },
      "kind": "paragraph",
      "text": "Plant-based cheeses have had a rockier path in the market and are still a few years behind other plant-based products115. The major challenge with plant-based cheese is the lack of plant equivalents to caseins, a family of mammalian proteins that confer unique properties to dairy cheese: curdling, stretching, and melting116,117. In the plant-based cheese space, companies have commonly used oils, emulsifiers, stabilizers, acidulants, and thickeners to imitate these properties118,119. But traditional \"vegan cheeses\" have failed to convince120,121.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f3945b1b-96e2-4da9-ad42-665bc27de12c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.11,
        "w": 0.74,
        "x": 0.13,
        "y": 0.07
      },
      "kind": "paragraph",
      "text": "walnut milk, quinoa milk and many more. As Good Hemp's cofounder, Glynis Murray, told the Guardian a few months ago: \"People are just looking at every nut that exists and seeing if they can squash it into a milk\"104. This quote would have actually worked even better with \"every plant\" instead of \"every nut\"!",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f82689cf-1da4-457b-8ddf-bcb43b5a90ba",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.25,
        "x": 0.13,
        "y": 0.61
      },
      "kind": "title",
      "text": "5.1.2.2 Plant-based cheese",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "099266fd-0b27-4b90-9176-44514c49a8b0",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Problem Statement Canvas",
      "slug": "problem-statement-canvas",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "73e1a5ae-335f-4c75-8c45-50cfe1135297",
      "evidence": "So what changed in the last few years? For one, criticisms around the dairy industry's environmental impact",
      "confidence": 0.6
    }
  ],
  "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
}