{ "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": 30, "pageCount": 42, "prevPage": 29, "nextPage": 31, "slideType": "context", "function": "establish_context", "density": "dense", "nDataPoints": 7, "notes": "This appears to be a page from a research report or white paper rather than a traditional pitch deck slide.", "elementsJson": null, "metadataConfidence": 0.9, "imagePath": null, "slideHref": "/slides/019f6b8e-ea19-71ee-9436-2dc684c6727e/30", "deckHref": "/decks/019f6b8e-ea19-71ee-9436-2dc684c6727e", "deckJsonHref": "/decks/019f6b8e-ea19-71ee-9436-2dc684c6727e.json", "deckAnchorHref": "/decks/019f6b8e-ea19-71ee-9436-2dc684c6727e#slide-30", "components": [ { "bbox": { "h": 0.25, "w": 0.73, "x": 0.135, "y": 0.65 }, "kind": "paragraph", "text": "Marketing strategies have also had a key role in increasing public acceptance. For example, while the terms \"vegan\" and \"plant-based\" are, for the most part, technically interchangeable, it isn't the case when it comes to public perception. A survey conducted by Mattson found that most consumers view \"plant-based\" as offering more options (76%), being more flexible (79%), tasting better (73%) and being healthier (68%) than the more negatively viewed \"vegan\" diet. Importantly, the vast majority (83%) of consumers believes that the future lies in \"plant-based\" rather than in \"vegan\". Consequently, companies are rebranding their packaging to reflect these semantical preferences (Figure 14). The placement of plant-based products in the same sections as the animal products they are trying to replace is another marketing strategy proven to change consumer perception. For example, as previously mentioned, the massive growth of the plant-based milk industry was ignited by product placement alongside dairy milk even though many of these products don't require refrigeration, and marketers are now", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "533c5d98-21d4-4080-bf14-6382e2833d14", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.25, "w": 0.73, "x": 0.135, "y": 0.38 }, "kind": "paragraph", "text": "Research at the University of Cambridge showed that the more vegetarian options are presented in cafeterias, the more likely they are to have meat-free meals. This may drive a fly-wheel: as more companies enter the space and more plant-based products become available, they become more accessible, and in turn consumers may be more likely to adopt more plant-rich diets. It is hard not to notice how the trend towards accessibility has been intensifying: countless restaurant chains have added plant-based options to their menus (e.g. Burger King, Carl's Junior, Red Robin, Umami Burger, Hard Rock Cafe, Applebee's, Cheesecake Factory, TGI Friday's, Tim Hortons, Dunkin', A&W, Qdoba, Del Taco, Little Caesars, KFC, Mc Donald's, Just Salad), grocery stores do not only carry plant-based products but some have recently announced their own store-branded products (e.g. Kroger, Trader Joe's), and even Disney has recently announced that it would add more than 400 new plant-based items to their menus in both Disney World and Disneyland.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "87644af3-9ce6-4565-ab66-01be95e6792c", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.73, "x": 0.135, "y": 0.2 }, "kind": "paragraph", "text": "According to a recent study conducted by Bank of America Merrill Lynch, the American consumer sentiment around plant-based foods is high. Of those who have already tried a plant-based protein option (46%), four out of five consumers are either repeat buyers or intend to purchase such products again. Of those who haven't (54%), seven out of ten consumers would consider purchasing. Furthermore, another recent study suggests that the market outlook in India and China may be even brighter than the one in the U.S.; it found that while 74.7% of American respondents are likely to purchase plant-based meat, 95.6% of Chinese respondents and 94.5% of Indian respondents are likely to purchase it.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "fec90906-434f-4989-81b7-6001d7611b2a", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.02, "w": 0.22, "x": 0.135, "y": 0.132 }, "kind": "title", "text": "7.3.1 Public acceptance", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "2a7109d8-529b-43d6-8c7b-970aed1fbe98", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.02, "w": 0.18, "x": 0.135, "y": 0.175 }, "kind": "title", "text": "7.3.1.1 Plant-based foods", "attrs": null, "subkind": "subtitle", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "25d3572d-e915-485b-aec0-9bea8b57ceb4", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [ { "name": "Social Proof", "slug": "social-proof", "agent": "Storyteller", "layer": "slide", "matchId": "2ca78c33-9eb9-4277-b890-a82373e1fb4c", "evidence": "According to a recent study conducted by Bank of America Merrill Lynch, the American consumer sentiment around plant-based foods is high.", "confidence": 0.6 } ], "frameworks": [ { "name": "flywheel", "slug": null, "matchId": "1e9030ad-0d11-49c6-ab52-82fc7ee0bc0a", "evidence": "mentions 'drive a fly-wheel: as more companies enter the space...'", "confidence": 0.9 } ], "arcBeats": [], "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" }, { "to": 30, "from": 26, "name": "Cost Of Inaction", "slug": "27-cost-of-inaction", "bestFor": "Urgent budget requests, compliance, risk mitigation", "matchId": "2b64878f-0a1f-4155-9569-28f9f5a1d586", "evidence": "The deck discusses the risks and challenges of not investing in alternative proteins, such as public acceptance and technical challenges.", "position": 1, "objective": "To highlight the risks of not investing in alternative proteins", "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point", "confidence": 0.6, "description": "Quantify what happens if the audience does nothing" } ], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }