31 August 2023
In Europe, we eat on average about 4 eggs per week. That’s our Sunday morning egg, but also as part of our recipes and meals. With 742 million people in Europe, that’s a lot of eggs! Plant B Egg is on a mission to offer a 100% plant-based alternative for this incredible egg consumption. Swapping only 25% - by replacing 1 egg per week - with their plant-based ‘better egg’ will result in great positive impact, together making another step in the protein transition. Via Brave New Food they found a new retail partner in the supermarket chain Dirk and together they are pioneering this innovative solution for a better food system.
Barbera Rahn is co-founder of Plant B Egg: “With every egg that you replace with our product you use 87% less CO2 and 99% less water. Plus, you give a chicken a day off because she doesn’t have to work for you. How beautiful is that!” Barbera and her colleague Lucas joined Brave New Food in June on a pitch event at Dirk headquarters in the Netherlands. Together with 4 other innovative food brands they presented their products to a large group of interested category managers.
Plant-based and affordable
One of them, Bart Schumacher, got enthusiastic and arranged a follow-up. “Plant B Egg is an interesting product because it is plant-based and reasonably priced. So, we wanted to test it in the stores where we are already selling a lot of plant-based products.” Barbera continues: “Dirk is a great match for us because they have many stores in urban areas where there are a lot of people who embrace our product and mission. And Dirk is really committed to work with new food solutions.”
Unique proposition
Barbera and Lucas got a lot of energy from the pitch event and the incredible speed of the deal that came as a result. Asked about the secret of their success, she replies: “Firstly, you need to create a proposition that’s unique and fits the retailer. Secondly, you show that you are ready to deliver on all the aspects of the deal. Lastly, you must be ready to invest in the visibility of your product. You can try to organize it together with the retailer and I advise to use locally targeted social media campaigns.”
Logistical partner
Bart: “One of the main reasons for the quick result with Plan B Egg was the fact that we were already working with the same logistical partner, Bieze. That saved us loads of time and effort to start testing. I would advise other food startups who want to work with retailers to do the same and team up with a good logistical partner.”
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