"We love the taste of meat, but no longer at any price".
Christoph Jenny co-founded Planted. The company produces meat substitutes without additives in Kemptthal. He is convinced that biostructured proteins will surpass animal meat in terms of taste and price in the future. And with that, his company hits the nerve of many flexitarians.
Christoph, would you say that plant-based is a trend or no longer a trend?
We are in the middle of a rapid development process. Vegetarian or even vegan nutrition is no longer just a trend. One example: about one in eight people in Switzerland now buys meat alternatives. In addition, the meat-free diet is now represented in all age groups, with the under-30s most frequently stating that they eat a vegetarian or vegan diet. And this fact will in turn shape the diets of future generations.
Melting glaciers, growing world population, millions of animals slaughtered - many of us feel powerless. How did you manage to get something going that would benefit the environment?
We asked ourselves: How is it possible to make meat better? A growing population and increasing life expectancy as well as higher incomes are the main reasons for an increasing demand for meat worldwide. However, the current scale of the meat industry is more than unsustainable. We want to change that. As an ETH spin-off in 2019, we want to achieve nothing less than a revolution in the food industry.
You have managed not only to replace meat in your products, but also to omit all additives. How did you manage to do that?
We are committed to using only 100% natural ingredients and no additives in our products. This makes them a truly healthy and better alternative for everyone. Our planted.™chicken, for example, consists only of water, yellow peas, rapeseed oil and a healthy dose of vitamin B12. Eating more and more alternative proteins instead of meat from animals can not only reduce the negative impact of the traditional meat industry on our planet, but will also benefit our own health.
You produce and promote your products from 'The Valley', a place for start-ups in Kemptthal. Can you describe this location for us?
Our headquarters with about 120 employees is located in the old Maggi area, which was originally also a place of innovation in the food industry. Planted produces all its products in a glass greenhouse - the first transparent meat production facility open to the public. Guided tours can be booked through our website. We want people to see what we are doing - no one needs secrets, especially when it comes to our food.
What is your personal favourite product?
Planted products, each made from different protein sources (peas, oats, sunflower), currently include: planted.™ chicken, planted.™ pulled, planted.™ kebab and planted.™ schnitzel. In addition, there are various limited editions in close collaboration with star chefs such as Tim Raue or Nenad Mlinarevic. Personally, the planted.pulled is very close to my heart because we have sunflower protein in it, which comes from leftover sunflower oil production. This makes for an incredibly great bite and is extremely sustainable.
Who should enjoy your products? What is your vision?
Everyone who likes a good bite. Our main target group is flexitarians. Many of us love the taste of meat, but no longer at any price. Awareness of the need to protect our environment and animals is growing rapidly. And with it, the demand for alternatives to animal proteins.
You work with the most exciting restaurateurs in the country. Should every restaurant offer your products and why?
Gastronomy is a very important channel for us because it allows consumers to try great Planted dishes for the first time and hopefully want to prepare them at home. However, we are also an increasingly important partner for restaurateurs, as there is a rapidly growing consumer demand for sustainable dishes.
For some time now, however, we have noticed that more and more establishments are also incorporating their sustainability strategy, such as the very forward-looking Wiesner Group. Looking at the menu, not only at the farm itself, is becoming an important starting point. Compared to Swiss chicken breast, for example, planted.chicken saves 74% CO2-eq. per kg.
You founded your project at the ETH and now even sell your products abroad. Do you now want to conquer the world?
Planted is now the fastest-growing start-up company in the field of alternative proteins in Europe - we naturally want to stay on this successful course. We are available in Switzerland, Germany, Austria, France, Italy and recently also in the UK in restaurants and retail outlets. In addition, Planted delivers throughout Europe via its own web shop. I am convinced that in the future, bio-structured proteins will surpass animal meat in terms of taste, sustainability, health, efficiency and price.
Info Box
Christoph Jenny is a member of the Executive Board and one of the four founders of Planted, which currently employs 120 people. Planted was founded in 2019 as an ETH spin-off with the aim of creating an alternative to animal meat. Christoph's motivation: He wants to advocate for animal welfare and stop global climate change. Christoph has a Master's degree in Finance from the University of Zurich, is married, has two children and lives in Wallisellen.
https://www.eatplanted.com/
