What does your startup do and what is your mission?
Iván: At Asanté, we use natural ingredients to create plant-based versions of recipes in which meat is traditionally firmly at the centre of the plate. Beginning with Mexican cuisine, we created a filet with a unique texture, juiciness, and taste.
Gaby: Our mission is to create the taste that helps people to protect our future. We believe that once we offer people a very similar experience to eating animal-based products, in a delicious, healthy, convenient, and affordable way, they will start to transition to a plant-based lifestyle.
Where did the idea for your company come from?
Gaby: We started our company in 2017. At the time, there were limited options for plant-based meat in Mexico. And none had the taste or nutritional value that we were looking for.
Tell us about your team. Why are you the right people for the project?
Iván: I have a background in Industrial Engineering and an MBA – but I’m also a passionate cook. As the CEO, I bring in my experience in managing large and complex operations in private equity and manufacturing, having previously worked with Unilever.
Gaby: I’m the CAO, with experience in administration, law, and accounting for a real estate and a sports business. I majored in management and finance. And not least, I am a dedicated foodie.
Claudio Garibay: I am the technology partner lead at Asanté. I have a PhD in biotechnology, and I have experience in developing technology from science-based models to large-scale industrial implementation.
What are your favourite parts about building your business?
Iván: I love training for endurance competitions. An Ironman event, for example, is more about the journey than the goal. A purpose-driven startup is similar in that way.
I enjoy being part of an industry that fights to improve our future. We work towards reducing the food-related impact of climate change (which makes up 19% of the 55 billion tons of CO2 emissions), fighting for animal welfare, as well as improving our usage of water and land resources. We aim to improve human health by reducing the consumption of carcinogens, antibiotics, and hormones.
What I enjoy the most though, are the immediate reactions of people who had never tried plant-based meat before. Suddenly, they get excited and want to learn more because they like our products. Few things are as satisfying as this.