Pow! Foods: the startup making chorizo from plants
Pow! Foods is an alt-protein company from Chile, that is developing plant-based meat alternatives scientifically designed to contain more protein and less fat than animal-based options. Pow! Foods was founded by Bárbara (Amy) León and Eyleen Obidic, who are both part of the current cohort at the ProVeg Incubator. This is their story.
What does your startup do and what is your mission?
Eyleen: Pow! Foods was founded with the belief that anyone can enjoy and celebrate animal-free food. Our company focuses on improving human health with nutritious products. At the same time, we are helping to reduce an individual’s impact on the environment – one bite at a time.
Amy: We understand that the key factor in reducing global meat consumption is to develop tasty products that people are familiar with – just made with plant-based ingredients instead of the conventional ones. Also, our technology allows us to create food not just to be tasty but also highly nutritious. Our products contain up to three times more protein and 70% less fat than conventional animal ones. Using our approach, we can replicate any product that you consume on a daily basis, but made from plants.
Where did the idea for your company come from?
Amy: For ethical reasons, Eyleen and I have not eaten meat for many years. However, for the majority of our lives, we both loved eating animal-based products because of their delicious taste and texture. We have known each other for a long time. We share the same mission of creating protein alternatives that offer an identical experience, in terms of taste and texture, to eating conventional meat products.
Around the world, there are plenty of people like us, who enjoy animal-based meat but who want to be more respectful with regard to their food choices. Many of those people would like to give up meat completely, but it’s difficult for them to change their habits. Delicious, affordable, available alternatives will help enormously with that.
Eyleen: Amy started the research upon which Pow! Foods is based while at university, which is where she created our first product: a chorizo alternative. Chorizo is one of the most commonly purchased and consumed foods in Latin America. Our chorizo has been developed to reproduce the flavour and texture of animal-based versions. In this way, it will appeal to all consumers, not just those who nourish themselves through a plant-based lifestyle. Pow! Foods’ chorizo also supports human health by providing up to three times more protein and 70% less fat than conventional meat products.
Tell us about your team. Why are you the right people for the project?
Eyleen: Amy studied food technology with an international specialisation in food development, innovation, and entrepreneurship, and has more than five years’ experience in the food industry. Amy always wanted to create a food tech company with the purpose of encouraging people to reduce or eliminate their consumption of animal-based meat products.
Amy: Eyleen is the CMO – she studied Marketing at Duoc UC in Chile and has more than three years’ experience in marketing and sales. Eyleen previously held positions at marketing agencies working with food companies, including Danone and Carozzi. She is in charge of Pow! Foods’ marketing and sales strategy and her work has brought us 30 active clients in less than a year.
Eyleen: We also work with Rubén Bustos, our Head of R&D. Rubén has a PhD in chemical engineering and more than 28 years’ experience working in research and academia, as well assessing companies in the areas of R&D and biotechnology.
Amy: We are confident that we are the right team to lead this project because of everything we have achieved so far. In less than a year, we have designed a unique process that allows us to replicate the texture and flavour of meat products with plants – specifically peas, corn, and rice. We have built our company from nothing and have already moved from a laboratory prototype of our products to a pilot project. Our pilot products are available at more than 30 locations around Chile.
What are your favourite parts about building your business?
Eyleen: At Pow! Foods, we believe we can help to create change in the world, one bite at a time. Every time someone buys our products, they are making a powerful and conscious statement about choosing more sustainable foods. It is very moving for us to have the opportunity to create a business with tremendous purpose. We have the ability to impact positively on the lives of many people by helping them to change what they eat.
What have been the main challenges you’ve faced?
Amy: When we moved from creating prototypes in laboratories to producing products on a larger scale, we faced challenges. We managed to scale our production capacity to match consumer demand in less than a year. However, this took months of investigation and testing, as well as improving and optimising our processes. After this, we have continued increasing the production capacity in order to supply more B2B clients.
What makes your company unique?
Eyleen: We understand that there are many people looking for new, tasty animal-free alternatives to incorporate into their meals. Not all of the products currently available on the market are satisfying to consumers. They are still searching for that combination of taste and nutrition coming together in alternative products. That is what we are going to give them – the food of the future.
Why did you decide to join the ProVeg Incubator?
Amy: Proveg is a unique organisation that is focused on boosting plant-based startups from all over the world. We know that startups in the food industry face challenges in R&D, production, marketing, and market penetration. The Proveg Incubator can support us in those areas with a great network of mentors, entrepreneurs, and R&D experts that would be difficult or even impossible to access otherwise. It’s an honor to be part of this intensive programme that will help us to improve our business with the input of experts and to have the opportunity to find investors that share our mission.
What do you hope to achieve with your company in the next 12 months?
Amy: We aim to be one of the plant-based market leaders in Latin America, with a strong portfolio of meat-alternative products. Within the next year, we want the Pow! Foods brand to be recognised as a pioneer with regard to the quality, flavour, and texture of our products. We also want those products to be widely available across Chile, Brasil, Colombia, and México.
Did you enjoy this blog post? Check out this previous Q+A that we did with the Fast Good Company – the startup turning fast food into fast good.