Planted: How a start-up is redefining the future of plant-based proteins

Whether roasts, steak, sausage or kebab: Anyone, who clicks on the shop of Planted, never fails to be amazed. Because the product diversity of the Swiss start-up is so wide that there is something to suit all tastes.

The company Planted that was founded in 2019 has set itself the goal of redefining the standards for plant-based meat - a goal that both the consumers and the environment benefit from. Here, the young company places particular importance on the transparency and quality of the taste and nutritional value.

The food start-up booked 5 square metres of a pavilion at Anuga just a few months after being founded and then for the first time in 2021 was represented with its own 12-15 m² stand. We spoke with Pascal Bieri, co-founder and Chief Operating Officer of Planted.

Personally Pascal doesn't think a lot of labels and considers himself to be a flexitarian, who also enjoyed eating meat now and again without questioning its origin much. In the meantime, he still likes eating meat - but thanks to his own products almost exclusively plant-based meat. His favourite product? The steak that takes the juiciness to the "next level".

Its philosophy of not just serving the market, but actually actively co-shaping it and setting industry standards is what distinguishes Planted. This applies above all to the ingredients our plant-based meat is made of. We set guidelines for ourselves regarding macronutrients and ingredients that we use as orientation in the product development stage. Beyond that we remain loyal to ourselves and make good, clean products exclusively from natural ingredients, which we can vouch for 100 percent.

Although plant-based proteins offer many advantages, such as for instance reduced energy consumption and lower resource requirements, the industry is faced with challenges. Including the fact that animal-based meat is at present still often cheaper despite subsidies. Planted encounters this with efficiency and scaling: Thanks to a second own factory in Memmingen, Germany we can now increase the production and commence with the next stage of growth. And we are creating 50 additional jobs in the region! A further challenge is that many players in the segment are still having to work with additives. We, on the other hand, rely on innovative technologies like fermentation to develop high-quality, structured products that are very similar to animal-based meat in terms of their taste and texture, using nevertheless natural ingredients. For us fermentation is the ultimate future technology: Not only good products for the planet, but also for our health - and what's more at fair prices.

We are represented on the market in different countries - including Germany, Switzerland, Austria, Italy, France, Holland and the United Kingdom. We have different top-sellers in each country: For example, it is the kebab in Italy and the chicken with herbs and lemon in Switzerland. We are particularly proud of our steak, which is also our absolute hit. We can't keep up with the production here and we have also come to our limits with other products, which is why the new factory is all the more important for us.

We founded the company in the summer and Anuga was just round the corner. We knew: We had to take part! We had a small stand in the Swiss pavilion and we did as many tastings as possible. It is important to engage in conversation with the consumers and the industry and obtain their feedback. Anuga is a huge platform that is unique worldwide: One gets together, meets up and sees where everyone is at, can initiate cooperations and has the opportunity to talk to the relevant players from the industry. Especially at Anuga these opportunities are the most compactly bundled. For us it is a great privilege to hold these discussions there and get feedback. For us Anuga is a fixed date in the diary!

We are very active regarding the promotion of and commitment to plant-based proteins, among others within the BALPro (Anuga and Anuga FoodTec are also members of BALPro, editor's note). So, basically I find it good that the theme is being placed under the spotlight. On the other hand, I think there should be a hall for general proteins, where traditional manufacturers should encounter smart, plant-based solutions. But overall it is a big opportunity for bringing the industry forward. .

Thanks to our new factory in Memmingen we can expand our line-up and introduce even more products onto the market like our planted.steak and thus satisfy the high demand. With regards to steak there is no limit to our fantasy regarding the basic product, i.e. the fermented muscle. One can smoke, cure, salt, cut it...

We want to make an impact for the future and become part of something big with our intelligent protein solutions. There is plenty to do, when you look at how much - or how few - percent smart proteins make up of the entire protein sector. But we want to concentrate on growing slowly and sustainable and producing locally. That is our goal.

With innovation, sustainability and a clear vision, Planted is on the best path to redefining the future of proteins. We are looking forward to welcoming you to your fourth Anuga in 2025 and would like to thank Pascal and his team for the positive and open exchange!