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Authentic approach: Indonesia’s first plant-based meat firm Green Butcher banks on local flavours to pique interest By Pearly Neo Indonesia’s first homegrown plant-based meat firm Green Butcher is banking on its localised flavours and spices focus to pique the interest of the nation’s consumers and grow the domestic category.
According to Green Butcher Co-Founder Helga Angelina Tjahjadi, staying authentic to Indonesian flavours is important to the firm in order to set itself apart from other plant-based meat firms entering the market, particularly as the local plant-based market is still in its early stages.
“We maintain a strong focus on authentic Indonesian and South East Asian flavours as well as strong nutrition profile [as our main value proposition] to our main consumer demographic, upper middle flexitarian and vegan consumers,” Tjahjadi told
Green Butcher will soon launch in mainstream retailers
Unovis Asset Management, a New York-based investor focused on plant-based and cellular meats , has taken part in a seed funding round in Indonesian start-up the Green Butcher.
Green Butcher, which is located in the capital Jakarta, claims to be the first meat-alternative business in the south-east Asian country, with a portfolio encompassing animal-free Chick n Satay, Chick n Karaage, Beefless Chunks, Beefless Rendang, and Shroom Balls.
The company supplies foodservice outlets and independent retailers in Indonesia but will use the funds to ramp up production ahead of its launch into mainstream retail in the second quarter and to expand its R&D team.