When plant-based meat company Impossible Foods made its first international foray to culinary capital Hong Kong in April last year, the team had some concerns about the Asia market.
“Coming here, we actually had a think about this: ‘Do we have to create a new product, or can we bring our existing product to Asia?’,” revealed the company’s director of international expansion, Jordan Sadowsky, recently in Singapore.
“One thing that was super important to us was to reflect the diversity – both culturally, and the cuisine type – of the markets that we went into,” he said at the Disruption in Food and Sustainability Summit held at the Grand Hyatt Singapore.
They needn’t have worried.
“When we went out to Hong Kong, we could see our products used in dumplings,” said Sadowsky of the company’s plant-based meat substitute, which is “at its core, a replacement for ground meat” and has just as much protein as 80/20 ground beef from cows.