1. Startups

Green Butcher and Its Mission To Popularize Vegan Meat Vegetable Food

Has pocketed initial funding of 28 billion Rupiah from Unovis Asset Management, Teja Ventures

Founder Burgreens Helga Angelina Tjahjadi and Max Mandias realized that the pandemic started by a virus transmitted through animals brought an impetus to switch to vegetable protein because it has high food safety and is more environmentally friendly. Therefore, the diet must be changed immediately.

However, the Burgreens who were healthy food restaurant plant-based, can't do this mission alone because they haven't been able to accommodate the protein needs for cooking at home. So needed brand that specializes in that segment.

The encouragement also came from external sources, he admitted that his party received many requests from loyal Burgreen consumers and restaurant business partners to be able to buy alternatives to beef and chicken, which so far can only be enjoyed when visiting Burgreens restaurants.

"We finally launched Green Butcher in the midst of a pandemic, to be precise in September 2020. Our target consumers are all people who care about their own health and the environment, but who like the taste of meat," said Helga in a joint interview. DailySocial.

These "plant-based meats" are actually made from mushrooms, non-GMO soybeans, chickpeas, and seitan (wheat gluten). Other ingredients are sourced from local farmers in Indonesia, for example sea salt from Bali, spices (ie turmeric, galangal, and lemongrass) from Java, and coconut oil sourced from coconut trees that grow sustainably in Riau.

In terms of taste, Green Butcher takes a Burgreens-like approach that takes flavors from Indonesian and Asian cuisines, such as Beefless Rendang, Chick'n Satay Taichan, and Chink'n Karage. Not only that, they also launched Vegan Boba which got a good response from consumers.

This entire menu is packaged food (Consumer packaged goods/CPG) which is ready to cook (ready-to-cook) by consumers in their respective kitchens. There are two types of businesses run by Green Butcher, namely B2C and B2B. For B2C, the company cooperates with supermarket chains in various cities and through digital channels for distribution to consumers.

"We have Production Facilities which serves as distribution center. This is where all Burgreens and Green Butcher products are distributed.”

Meanwhile, with B2B, the company cooperates with restaurant players as suppliers for plant-based meat menus. One that has been realized is with Starbucks which launched meatless pastry line using Green Butcher's Beefless Chucks.

“We are also preparing a product launch plant based with two well-known F&B groups in Indonesia who are very well known for their meat selection and japanesefood they."

Helga hopes that in the future more and more F&B brands will be involved in the movement to present menus plant based to accommodate more consumers who want to eat protein healthily and safely.

Co-Founders of Burgreens Max Mandias & Helga Angelina / Burgreens

Receive early stage funding

Interestingly, even though the Green Butcher is not yet one year old, he has already pocketed early stage funding $2 million (over 28 billion Rupiah) led by Unovis Asset Management, Teja Ventures, followed by the environmental impact-oriented SavEarth Fund from James and Suzie Cameron, Phi Trust, C4D, and individual investors Elisa Khong, Michal Klar, and Simon Newstead.

Teja Ventures is one of the Burgreens investors who participated in a number of investment rounds that were held.

More Coverage:

In an official statement, Unovis Asset Management Managing Director Kim Odhner expressed his honor at being able to support the important work that Green Butcher is doing.

"Helga Angelina and the entire team have made impressive progress over the past year, and Unovis aims to leverage its unique experience and industry position to help launch this innovative plant-based powerhouse to a global audience," said Odhner.

Helga said the company will use the fresh funds to develop its R&D team, increase production, and enter major retail networks in Q2 2021.

Separately, Helga said Unovis is a leading global investor specialized in the protein alternative industry. Later they will help launch Green Butcher as a global brand. “We are very grateful to be able to work with highly experienced investors like Unovis," he concluded.

Are you sure to continue this transaction?
Yes
No
processing your transactions....
Transaction Failed
try Again

Sign up for our
newsletter

Subscribe Newsletter
Are you sure to continue this transaction?
Yes
No
processing your transactions....
Transaction Failed
try Again