New York, NY – New Crop Capital and BeyondBrands have joined forces on a plant-based meat alternative venture. The partnership hopes that management support and funding will assist in accelerating growth and innovative in the development and distribution of new products.
Chris Kerr, investment manager at New Crop Capital, believes that the partnership with BeyondBrands will serve as a model for upcoming collaborations with other members of the food industry.
“We have always invested in talented, focused entrepreneurs who are using their products or services to subvert the factory farming of animals and all of its harms,” says Kerr, whose other investments include Beyond Meat, Lyrical Foods and Miyoko’s Kitchen. “The relationship with BeyondBrands provides a new depth of support with the best plant-based product development and marketing minds in the business.”
New Crop managing trustee and executive director of The Good Food Institute, Bruce Friedrich, stated that “This type of relationship shows industry leadership in its finest sense. GFI seeks high-impact opportunities combined with underserved markets and moves quickly to address them. This partnership combines our unique and influential resources to address outdated and environmentally destructive business practices. Most consumers are actively reducing the amount of meat, fish, dairy and egg products in their diets. With BeyondBrands and its team of experts, we will have a direct impact in supporting this lifestyle shift – while providing nutritious, clean and delicious products.”
With a focus on better-for-you-brands, BeyondBrands works in the areas of beauty, beverage, food, lifestyle, medicinal cannabis and nutraceuticals. The New Crop Alliance is motivated by BeyondBrands leading plant-based chefs, among whom are Renee Loux , a cookbook author and restaurateur, as well as brothers Derek and Chad Sarno, who previously held Whole Foods Market executive culinary positions.
The co-visionary of BeyondBrands, Eric Schnell, believes that the collaborative efforts of leadership teams from both The Good Food Institute and New Crop Capital will lead to a successful partnership.
“It’s unheard of in our natural products industry for financing and product development experts to unify and co-create new companies from an idea, versus simply investing in existing brands,” says Schnell. “Chris, Bruce and their team are visionaries who focus on impact. When we originally explored this model with a collective passion and mission, it just made total sense. It’s been a joy to work with such like-minded professionals on projects that showcase our shared values for improving the quality of life of animals around the world and under the seas.”
The first collaborative efforts between New Crop Captial and BeyondBrands will be revealed in the summer of 2017.
Posted on WholeFoods Magazine Online, 3/8/17