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Asia built plant-based brand Haofood strengthens leadership team
Tuesday, 04 October, 2022, 13 : 00 PM [IST]
Shanghai
Haofood, the world’s pioneer in the development of plant-based chicken from peanuts, has welcomed new members to its management board who are not only specialists in the food industry but also experts in alternative protein in Asia. The board of directors include Astrid Prajogo, founder & CEO of Haofood, who represents the founding team, Christian Cadeo, managing partner Asia at Big Idea Ventures and Yip Hon Mun who has various investments in the alternative protein vertical as an independent director, while in his personal capacity, Henry Soesanto, CEO at Monde Nissin Group and Jay J. Lin, vice president of Strategic Investments APAC for Rich Products Ventures have joined as board observers.

“Asia is the most populous continent in the world, with Asian countries already making up more than half of the world’s middle class. As a result, Asia will experience increased demand for meat, and the environmental impact of a meat-heavy diet will worsen. Hence we devised a holistic solution to overcome this challenge while meeting these demands. When it comes to food, Haofood understands that every region has its own preferences which are shaped by its cultural background. Key to the success of Haofood was the creation of a plant-based meat that will be easily and widely accepted by the Asian palate when eaten on its own, and when made into a dish, pairs well with a rich variety of Asian sauces and spices. With the addition of our new board members who have a vast amount of experience in the fast-growing alternative protein industry here in Asia Pacific, I am positive their participation will give us a competitive edge over other industry players as we expand our brand in the region,” shared Prajogo.

“I believe in working with start-ups who are category leaders in climate and food to realise their potential. Haofood is a rare find. As a healthy, tasty and affordable meat alternative originated in Asia and catered for the palate of Asian customers, Haofood brings meat alternatives closer to taste and cost parity. I am excited to see Haofood lead the transformation of the food system in China and Southeast Asia,”said Yip Hon Mun.

“Haofood started on the right foot - it has a competitive advantage thanks to its great tasting and sustainable chicken alternative products which is built on the back of robust, innovative technology. They also have a deep understanding of consumer behaviour across the region. I am confident that the brand will be able to grow the category and become a leader given its unique approach for winning the hearts of Asian consumers,” added Cadeo.
 
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