Vegetable Protein Producer Startup Green Rebel Expands to Vietnam

Plant-based food producer startup Green Rebel Foods officially launched its products in Vietnam, which also marks its latest regional expansion.

Green Rebel's entry into Vietnam was discovered through a post shared on the LinkedIn platform on Monday (18/9). "A big thank you to all who joined us for the incredible launch in Vietnam!" wrote Green Rebel.

It was also stated that Green Rebel had collaborated with seven partners in Ho Chi Minh City and Hanoi to market its products, including Annam Group, eMart, Genshai, Laang Saigo, L's Place, MM Mega Market Vietnam, and Organic Convenience Stores.

Previously, Green Rebel had entered Singapore and Malaysia in 2022, followed by the Philippines and South Korea in the first half of 2023. The company also recently collaborated with AirAsia for menu collaboration. in-flight in Malaysia, Indonesia and the Philippines.

From previous news, Green Rebel received pre-series A funding worth $7 million (around Rp. 100 billion) to support its expansion. Apart from the countries mentioned, Green Rebel is also targeting the Australian market.

For information, Green Rebel was founded by Helga Angelina Tjahjadi and Max Mandias who are also owners of the organic restaurant Burgreens. Launching in 2020, Green Rebel offers a whole plant-based meat alternative for Southeast Asian consumers looking for a healthier flexible diet. Currently, Green Rebel products are available in more than 1000 shops and restaurants/cafes in Indonesia.

Quoting information from its official website, Green Rebel produces meat using fewer natural resources and produces less CO2 emissions than animal products.

They said they had had a positive impact during the last 2 years of operation, including producing 5,4 tons of CO emissions², saving 10 thousand tons of wheat grain, saving 1,5 million km² of forest, partnering with 2.200 farmers, and opening 206 new jobs.

Apart from Green Rebel, a startup with a similar mission is Outrageous Future Foods (OFF) Foods, which produces alternative proteins without killing meat from real animals and sacrificing taste. Last year, OFF Foods reportedly secured an additional $1,5 million in funding from Jungle Ventures.

BIS Research report reveals that the value of the plant-based food industry (plant based) is projected to reach $480 billion globally in 2024. Meanwhile, the vegetable protein industry is estimated to grow in Indonesia with a CAGR of 27,5% in 2021-2027 according to the Research and Markets report.