China Food

Founder of Omni’s new meat doctrine: vegetable meat will not be popular at once. He is optimistic that mainland China will become the largest market for brands

Green Monday group (Chinese Name: Green customer alliance), which once set a financing record in the Asian plant food industry, officially ushered in its first tenth anniversary. Over the past decade, the group has grown from a Hong Kong enterprise with only five employees and focused on Promoting Vegetarian food to a “rookie” of vegetable meat with a team of hundreds of people and products entering 20 markets around the world.


“From the establishment of green Monday with the original intention of promoting the concept of vegetarianism, to the development of green common (Chinese Name: greengate) plant-based platform, and then to the launch of the first private brand Omni new meat doctrine, which brings plant meat products to many places. Looking back, it is still unimaginable to achieve this success in ten years.” Yang Dawei, the company’s founder and chief executive, said to xiaoshidai in today’s video exchange.

Yang Dawei, founder and CEO of green Monday


Today, xiaoshidai learned that at present, Omni new meat doctrine under green Monday has nearly 30 self owned plant protein products, involving plant-based pork, plant-based seafood, plant-based meat quick-frozen food and other categories. In addition, the company also acts as an agent to wholesale third-party products to the mainland market through its green common platform, such as British vegetable milk minor figures.


Although it didn’t start with selling plant meat at the beginning, according to Yang Dawei, the R & D, market insight, industrial chain “circle of friends” and other resources accumulated by green Monday over the past decade will promote it to run faster on this track.


Plant based “ecosystem”


In the past decade, the development of green Monday has been roughly divided into three stages. In the process, the company established in 2012 has successively established venture capital funds, offline concept stores, private brands and other businesses.


According to Yang Dawei, in the first stage, green Monday seriously played the “Publicity Committee” of plant-based diet. “In the first three years, we wholeheartedly promoted the concept of green Monday. In the past, many vegetarians may be related to faith. Now we want to connect environmental protection with vegetarianism.” He said.


Entering the second stage, green Monday began to build its own plant-based “ecosystem”.


Xiaoshidai learned that the company began to incubate start-up brands through its green Monday ventures fund in 2015, and invested in the later “first share of plant meat” beyond meat that year. Yang Dawei said that green Monday’s entry into venture capital is not only aimed at accelerating the development of “potential stocks” in the industry, but also hopes to deepen contacts with these companies and introduce the latter’s products into the Asian market.

With the opening of green Monday’s first concept store, this idea has also been officially implemented. “In the second three years, we opened a physical store called green common in Hong Kong, hoping to let everyone experience green diet and introduce some very new brands at that time, including plant meat beyond meat and oat milk California farms.” Yang Dawei said.


It is reported that green common stores not only sell plant-based products from third-party brands, but also set up restaurants and cooking classrooms. This store, which is described as the “plant-based diet platform”, carries a more centralized and complete business chain, so that green Monday can “bring goods” for the invested brands while promoting the plant-based diet.


In 2018, green Monday entered the third stage of development. One of the landmark events was the company’s launch of its first self owned vegetable meat brand “Omni new meat doctrine”. Yang Dawei said that the birth of Omni’s new meat doctrine means that green Monday “officially becomes an innovative food company” and establishes an industrial chain from independent research and development, private brand to private sales network.


It is worth mentioning that Omni’s new meat doctrine is also the “pioneer” of green Monday’s entry into the mainland. In 2019, at the time of “undercurrent surging” in the vegetable meat market in mainland China, omnipork new meal meat under the brand was on sale in tmall global.


Subsequently, Omni’s new meat doctrine continued to accelerate the layout of the mainland. In addition to launching “omniseafood new seafood” and “omnieat new meal” to enrich the product matrix, green Monday has also opened the first green common store in the mainland in Shanghai and will build its first self owned factory in the mainland in Guangdong.

Green common Shanghai taiguli store


These rapid expansion is also inseparable from capital support. In September 2020, green Monday announced the completion of US $70 million (about 480 million yuan) financing, led by TPG’s Ruisi fund and Swire Co., Ltd. At that time, the round of financing also set a single financing record for the Asian plant food industry.


From “wide” to “deep”


Facing the second decade, Yang Dawei said that the goal of green Monday is from “wide” to “deep”.


“In those years, because the field was too new, we could participate from many angles. But today, the whole plant-based industry is different. In the second decade, we should not only take ‘wide’ as the starting point, but also start to go deeper, including increasing R & D and production, improving the penetration of existing markets and consumers, diversifying products and bringing products to more markets.” Yang Dawei said.


He revealed to xiaoshidai that the first factory in the mainland of green Monday will be officially put into trial production in the second quarter of this year and will soon start formal production.


“This is really a big milestone. As we achieve local production in the mainland, including transportation, many import related costs will be reduced. Our production speed, output, cost and price will reach a better state than before.” Yang Dawei said that driven by factors such as the support of new factories and the trend of environmental protection and low carbon, it is believed that mainland China is expected to become the largest market of Omni’s new meat doctrine in the next decade.

cooperated by green Monday and Tang Palace


However, a reality that cannot be ignored is that although plant meat has been regarded as a new outlet by many capital parties and food enterprises, it still faces the test of taste, taste, price and so on in the consumer market. In this regard, Yang Dawei responded by taking the U.S. market as an example that plant meat will not be “popular” at the initial stage.


“Including beyond eat, which many people know, their flagship product Hamburg was officially launched in 2016. But in the previous years, they actually did a lot of product tests. At that time, the product was not very good. Why did the situation completely change after 2016? Because they made R & D adjustments based on a lot of experience and customer feedback in the first few years.” Yang Dawei said.


China’s vegetable meat as like as two peas in the early stages of development will not be exactly the same as foreign countries, and it is still necessary for industry companies to find out the real consumption demand.


“For example, for beef, ordinary people rarely make hamburgers or steaks at home, but more likely are beef slices and hot-pot/" 22375 rel="nofollow" target="_self">hot pot fat cattle. Therefore, even if they are all called vegetable beef, the needs of Chinese consumers are very different from those in western countries. They should carry out research and development according to the taste, taste and application scenarios, and be closer to the domestic market.” He said.


In addition to working hard on products, Yang Dawei also believes that it is equally important to promote plant-based diet as a lifestyle and concept.


“In fact, a simpler idea behind plant-based diet is vegetarianism, which is no stranger to many people. But the previous concept may be related to faith. Now we need to link it to a healthy and positive energy life.” He said that Omni’s new meat brand will first aim to promote young people who have a strong ability to accept new things and pay attention to healthy diet.

Launched in cooperation with McDonald’s Hong Kong

“New meat breakfast” and “new tuna” series


According to the research report released by industrial securities last September, the scale of the global plant meat market is expected to reach US $6.43 billion by 2023. Although the vegetable meat market in China started late and has a large gap with European and American countries, it has developed rapidly in recent three years. It is estimated that China’s demand for plant meat will increase by 200% in the next five years.


The above research report indicates that at present, the domestic plant meat industry is mainly “divided into three parts of the world”. The first category is international large-scale comprehensive food giants, such as Nestle and Unilever. The second category is traditional vegetarian enterprises, animal meat enterprises and plant protein supply enterprises, such as Sulian, Shuanghui and Shuangta. The third category is the plant meat companies established in recent 10 years, such as beyond meat, Omni new meat doctrine, etc.


Referring to the competitive advantage of Omni’s new meat doctrine, Yang Dawei pointed out to the snack generation that this includes food quality, experience in many domestic and foreign markets, and ten years of brand precipitation. “For example, in terms of food quality, our plant seafood series Omni fried fish fillet has just won the Belgian Monde selection award, which is the first plant seafood product to win this award. This also shows that we have gained a certain degree of recognition in the world.”.


In addition, green Monday was also selected as the “typical case of carbon neutralization” in 2021 in the second green economy development forum jointly organized by people’s network, China Environmental Protection Federation and the publicity and education center of the Ministry of ecology and environment in December last year. The selected cases were reviewed by experts, and only 25 enterprise projects in the country were selected in this list.


Looking to the future, Yang Dawei said that green Monday hopes to become an enterprise that makes a real contribution to the global food supply and the promotion of green life.


“The plasticity of green lifestyle is infinite, and the space that green Monday can imagine is certainly not as simple as a few products. What green innovation is needed in the final market, we hope to integrate it and provide a more one-stop solution to everyone.” He said.


Follow the “snack generation” (wechat: foodinc) “and reply to” green Monday “to see the wonderful news.

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