{ "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": 25, "pageCount": 42, "prevPage": 24, "nextPage": 26, "slideType": "context", "function": "establish_context", "density": "overcrowded", "nDataPoints": 0, "notes": "The slide also introduces section 6.3 regarding traditional big food companies.", "elementsJson": null, "metadataConfidence": 0.9, "imagePath": null, "slideHref": "/slides/019f6b8e-ea19-71ee-9436-2dc684c6727e/25", "deckHref": "/decks/019f6b8e-ea19-71ee-9436-2dc684c6727e", "deckJsonHref": "/decks/019f6b8e-ea19-71ee-9436-2dc684c6727e.json", "deckAnchorHref": "/decks/019f6b8e-ea19-71ee-9436-2dc684c6727e#slide-25", "components": [ { "bbox": { "h": 0.125, "w": 0.826, "x": 0.087, "y": 0.235 }, "kind": "paragraph", "text": "Recently, however, we have seen the emergence of a new category of NGOs focusing on how to get consumers to consume alternative products. As Bruce Friedrich, the Executive Director of the Good Food Institute (the most prominent NGO in this new category) said during his opening remarks at the Good Food Conference 2019, \"we are not going to educate or shame our way out of the problem\". He added, \"we can give consumers what they want, meat, but we can make it from plants, and we can grow it directly from cells. Rather than trying to change human nature, we can change meat.\"", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "131a0f9e-3ff0-49dc-8bd9-3d8cecd249fb", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.085, "w": 0.826, "x": 0.087, "y": 0.112 }, "kind": "paragraph", "text": "Over the last few decades, many environmental, food-focused and animal protection NGOs have focused on discouraging animal product consumption. Animal protection and food-focused organizations have traditionally tried to drive behavioral change through public engagement, while environmental NGOs have been mostly working behind the scenes with policy advocacy, litigation, research and influence of corporate practices.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "2bebeaa4-0dc4-4f8a-a7ff-13da51a88d37", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.085, "w": 0.826, "x": 0.087, "y": 0.403 }, "kind": "paragraph", "text": "On the Good Food Institute's website, you won't find any links to hidden camera videos of slaughterhouses or gut-wrenching images of the destruction of natural habitats. Instead, you will find a 'Startup Manual' that guides entrepreneurs through starting a venture in the space, market research reports, information about policies and regulations, and funding opportunities.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "6df94afb-b447-4e37-a159-a8d7fd178207", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.125, "w": 0.826, "x": 0.087, "y": 0.777 }, "kind": "paragraph", "text": "At the Good Food Conference 2019, we asked Liz Specht, the Good Food Institute's Associate Director of Science and Technology, what development in the space surprised her the most this year. Without hesitation, she replied that she did not see coming the significant involvement of traditional meat companies in the alternative meat space. In fact, if 2019 will be remembered for Beyond Meat's historical IPO pop, it will also be remembered for the many announcements and product launches from meat industry giants: JBS, the largest meat processing company in the world, announced a plant-based burger back in May 2019.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "7e581974-7562-405c-a1e7-68f1da7b2652", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.055, "w": 0.826, "x": 0.087, "y": 0.65 }, "kind": "paragraph", "text": "Entrepreneurs have repeatedly told us that these NGOs have played a pivotal role in the establishment of their startups by eliminating a lot of the barriers to entry by providing, for example, market research, scientific documentation, funding, and connections to investors.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "e47d0471-5d1d-44e3-8607-df73b2f6814d", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.085, "w": 0.826, "x": 0.087, "y": 0.526 }, "kind": "paragraph", "text": "And the Good Food Institute is just one of many. Similar NGOs in the space have recently emerged around the world such as Food Frontier in Australia or the Modern Agriculture Foundation in Israel, while other NGOs have specialized in promoting either plant-based foods (e.g. the Farm Transformation Institute) or cellular agriculture (e.g. New Harvest and the Cellular Agriculture Society).", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "e5a4d287-ae7d-4302-8a44-f28ceb574673", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.018, "w": 0.315, "x": 0.087, "y": 0.738 }, "kind": "title", "text": "6.3. Traditional Big Food Companies", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "0e3b06f1-7985-4512-8d16-6d00c27fcfed", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.018, "w": 0.265, "x": 0.087, "y": 0.073 }, "kind": "title", "text": "6.2. A Different Kind of NGOs", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "6896edd1-d3ae-4283-b641-a7f10fda65f3", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [ { "name": "Audience Definition", "slug": "audience-definition", "agent": "Storyteller", "layer": "slide", "matchId": "b67b6039-95cd-48af-9fb2-2960dd0272e8", "evidence": "At the Good Food Conference 2019, we asked Liz Specht, the Good Food Institute's Associate Director of Science and Technology, what development in the space surprised her the most this year.", "confidence": 0.7 }, { "name": "Story Moments", "slug": "story-moments", "agent": "Storyteller", "layer": "slide", "matchId": "cfccdd7e-ac2b-4a0d-9ccc-d2821293025d", "evidence": "Recently, however, we have seen the emergence of a new category of NGOs focusing on how to get consumers to consume alternative products.", "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" } ], "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 }