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Haofood: the startup making chicken from peanuts

Haofood is a Chinese food company that is developing peanut-based chicken alternatives. The startup was founded in Shanghai by Astrid Prajogo, Shaowei Liu, Jenny Zhu, and Kasih Che, who are all part of the current cohort at the ProVeg Incubator. This is their story. 

What does your startup do and what is your mission?  

Astrid: We started with the aspiration of helping foodies reduce their meat consumption without losing the pleasure of eating the familiar dishes that they love. That’s why we are developing a plant-based chicken that is specifically designed to be cooked as Asian fried chicken. Our mission is to ensure that eating good, plant-based food is possible.

Our definition of good food is tasty and nutritious products that are healthy, safe to eat, environmentally friendly, and free from animal cruelty.  We are committed to giving consumers the foods that they crave, particularly comfort foods, but delivered in a way that’s good for people and the planet.

Where did the idea for your company come from?  

Astrid: I love to eat good-tasting food so much. And to be honest, meat dishes, for me, usually taste way more delicious than vegetable dishes. Yet, at the same time, I am fully aware that eating meat, especially from large-scale industrial farms, is dangerous for ourselves and the planet.

Damaging our planet is equal to damaging my own home. Putting our health at unnecessary risk is equal to hurting myself. Although I am fully aware of this issue, it was too difficult for me to give up meat. So, I contemplated deeply as to how I should tackle this conflict within myself.

Then I found out about plant-based meat – a perfect solution for my never-ending dilemma. And so, I decided to go with developing plant-based meat. From there, I met my co-founders and we decided to go along this path together. 

Tell us about your team. Why are you the right people for the project?

Kasih: Astrid is a seasoned entrepreneur with over 17 years’ experience in the gastronomy, nutrition, and healthcare sectors. She was also in charge of international gastronomic diplomacy for the marketing campaign Wonderful Indonesia.

Jenny: Professor Shaowei Liu has over 25 years of experience in food sciences and technology. His key focus is on extrusion technology and food safety. During the course of his career, Professor Liu has been published in over two hundred scientific journals.

Shaowei: Jenny has over 20 years of experience in finance, accounting, and taxation. She has created business systems that have improved the efficiency of some of China’s top 50  food companies. 

Astrid: Kasih has over seven years of experience in food services and plant-based food marketing and has greatly increased the popularity of products such as tempeh in Shanghai. We are all foodies and all have a strong background and experience in the food industry. The core skills that each one of us brings to the table also complement one another. This makes us the right team to bring our company and our mission to life.

Haofood founder Astrid Prajogo

What are your favourite parts about building your business? 

Astrid: I really love making our Tao (business principles and strategy), designing our brand and our products, actually putting our product out there in the culinary world, and being able to engage with so many interesting people from different backgrounds. 

What are the main challenges you’ve faced? 

Astrid: For me personally, the Chinese language is a challenge, as I am still learning. I am originally from Indonesia but our business is based in Shanghai, so I have been working hard to improve my Chinese vocabulary and accent. Chinese is a tonal language and it works completely differently from any of the Latin-based languages.

I deliberately took on this challenge from the beginning, both because I know it will be worthwhile for building Haofood and also for my own personal development. The moment I am able to speak Chinese fluently, I know, there will be much positive transformation within myself, too.

What makes your company unique?  

Kasih: Haofood is a melting pot of science and art. The inspiration for and application of our products are very much grounded in the culinary arts. However, we believe strongly in the ability of science to help people overcome social challenges such as food security.

Our chicken alternatives have been developed during a rigorous, scientific R&D process in order to ensure that the taste and texture meet the expectations of meat-eaters. We’re also one of the first startups in the world to be using peanut protein as the key ingredient in plant-based meat products.

Why did you decide to join the ProVeg Incubator?  

Jenny: Our vision is to be a well-known and respected international food company with great longevity. To implement this strategy effectively, we know that we need to collaborate with partners that share our mission. Proveg is definitely an ideal organisation for us to work with.

We hope that joining the Proveg Incubator will help us to accelerate our growth by opening opportunities for acquiring new knowledge, networking, and meeting potential investors. We will also benefit from being a part of a supportive, collaborative startup community with shared goals. 

What do you hope to achieve with your company in the next 12 months? 

Shaowei: We are going to be focusing on four key topics: product development, commercialisation, funding, and infrastructure. We plan to submit three patents on our product and we’ll also be running market testing, where we are aiming for five-star feedback from our customers.

In terms of commercialisation, we’d like Haofood products to be present in 100 restaurants in China and to be generating $350,000 USD in revenue from those products in a year’s time. Finally, we’ll be looking at raising funding, in two rounds, and we want to be in a position to head up our own R&D facility.

Did you enjoy this blog post about Haofood? Check out this previous Q+A that we did with the founders of Pow! Foods – the Chilean startup making chorizo from peas, corn, and rice.

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