Creating alternative meat options for the right reasons.
“Greening the food sector or eating up our planet: this is what is on the menu today.”
This is what Prof Johan Rockström said at the Potsdam Institute For Climate Research. The Guardian’s environmental editor, Damian Carrington, recently published an article based on a research study that examined our food system with respect to environmental damage. This quote from the article really stood out for me.
Researchers recommend that along with addressing food waste, and using the right technological tools for agriculture; global diets need to be “flexitarian” in order to keep climate change under check. A flexitarian diet aims to reduce the consumption of meat and increase consumption of beans, pulses, nuts and seeds.
If you are reading this and wondering how can you contribute, without giving up on your favourite meat dishes, then let me tell you there are people who got you covered. Good Dot, a start-up in Udaipur is making meat alternatives using plant sources. It looks like their products have gotten vegetarians and non-vegetarians equally excited. I spoke to Deepak Parihar, Co-Founder and CFO of Good Dot about their products, their philosophy and their plans ahead.
https://www.facebook.com/Gooddot/photos/a.573830996341500/833288023729128/?type=3&theaterGood Dot was incorporated in 2016, but Co-Founder & CEO Abhishek Sinha, thought of meat alternatives way back in 2004 when he got to know that a University in Europe was working on developing tissue culture based meat products. As there were reports of many other meat alternatives cropping up in the west, Sinha, who was working as the Deputy Commissioner of Income Tax decided it was time to set up a facility in India for similar products.
The Good Dot facility for manufacturing plant-based alternative meat products was established in Udaipur in November 2016, and in early 2017 they shipped their first commercial order. Good Dot products are distributed by their distribution partner, RCM, and today the organization has over 1.2 million active direct sales.
https://www.facebook.com/Gooddot/photos/a.569723123418954/580525972338669/?type=3&theater“Considering the impact meat consumption is having on the world, today, we think it is important to have meat free options on the table. The cruelty inflicted on aminals is our main reason. But we also know that human health is compromised with all the antibiotics which are consumed in this process,” says Parihar. Parihar has a background in finance. He was working with the FMCG sector in Rajasthan, and then set up his own consulting company before beginning his Good Dot journey.
“ If we look at the scenario from a global perspective as well meat consumption does not work. It takes 9 calories of grain to produce 1 calorie of chicken. Economically this is suicidal and let’s not forget the problem of water scarcity. 80-90% districts are already in trouble. We are facing acute shortage of potable water, and it will become more grave in the coming time. You will not find enough water for grasslands,” Parihar says adding to his previous explanation.
https://www.facebook.com/Gooddot/photos/a.569723123418954/602290023495597/?type=3&theaterContrary to popular belief, meat consumption is, in fact, increasing in India, and it has been observed that 70% of the population above the age of 15 regularly consume meat.
Parihar says while this the case now, it won’t be the same for long. “If you talk about the UK, Europe or the USA, people are turning vegetarian or vegan. I think it will eventually hit India as well. In India, people are consuming more meat because of many factors, economic growth being one of them. Meat has become more affordable now. People also want to eat meat for health reasons. Even if the family is vegetarian, certain members feel that they have to eat meat to stay healthy,” Parihar explains.
Good Dot Co-Founder & CFO Deepak Parihar on mock meat, creating the right products and what the consumer wants. #mockmeat #plantbasedmeat Click To Tweet
Good Dot manufactures products to address all of the above mentioned requirements that consumers have. Good Dot’s Vegetarian Meat has been developed as a replacement for mutton. Proteiz is a protein rich product for consumers who want a healthy option that does not have the meat like texture. In November 2018 Good Dot also launched ready to eat meals like Good Dot pulao and biryani. Their Proteiz Plus is a complete meal option fortified with vitamins and minerals, while there is also the Good Dot Vegetarian Achari Tikka.
https://www.instagram.com/p/BrF7oPZAeCg/” When we launched the vegetarian meat, we got a feedback through our distribution channel that people are looking for products which are protein rich but not very close to meat in terms of texture or taste. This is why we developed our protein enriched products. Proteiz has about 52% protein. You can say it is one of the cheapest sources of protein available in the market,” Parihar comments talking about the product development.
Good Dot products are made using grain and plant sources, including pea, soy and wheat. Abhinav Sinha, Vice President- Strategy and Business Development, who has a research background in Biochemistry was involved in product development and research.
“We are working on various versions of ready to eat meals. Next couple of months we will be focusing on biryani and pulao which is ready to cook and affordable. After that, we will focus on working on seafood alternatives. We also plan to target pork and beef in the future,” Parihar adds.
https://www.instagram.com/p/Bn_eiy_nlSc/Good Dot has not only worked on achieving the right kind of products, they have also ensured that their products pass the most important test for consumers. ” We did about 5000 blind trials with our products and real meat based dishes. People could not tell the difference between the two. For people who regularly consume meat, texture and taste are very important factors. You can talk all you want, but till you provide them with an equally if not a tastier option, they will not opt for it. This was our prime goal during research, that they choose these alternatives happily. We have known consumers who are unable to go back to meat because our products are healthy and tasty,” Parihar adds.
Apart from individual consumers, Good Dot products are also being used in restaurants. Parihar confirms that over 100 restaurants across the country are serving Good Dot based recipes.
https://www.facebook.com/Gooddot/photos/a.573830996341500/871421053249158/?type=3&theaterThe enterprise was also recognized by the Good Food Institute, a non-profit that promotes a sustainable food system based on plant resources. In 2017, Good Dot also received the Trailblazing Business Award conferred to them by PETA (People For The Ethical Treatment of Animals).
“We are so humbled by the response,” says Parihar talking about all the accolades the organization has received. “But this is a journey in which many people have played a part. We are grateful for that, and we hope to achieve more.“
For more information visit Good Dot.
Featured Image Courtesy: Good Dot Facebook Page