Have a product that has great taste, texture, and mouthfeel.
Nothing beats taste. Nutrition is an essential component in plant-based, “better-for-you” products, but it’s not possible to impress consumers and compete in today’s oversaturated market without outstanding taste and texture. We believe that makes all the difference in creating a following of consumers dedicated to your brand and products. Specifically for bread, we have found that stickiness is the “it-factor” when it comes to creating a superior consistency.
The vegan movement is not just a dietary choice but a conscientious decision influencing numerous sectors, from food and fashion to cosmetics and beyond. As consumers become more aware and ethically driven, the demand for vegan products and services is surging. Yet, building a successful vegan brand entails more than just removing animal products. It requires a deep understanding of market trends, ethical sourcing, sustainable practices, and authentic brand messaging. As a part of this series, I had the distinct pleasure of interviewing Monica Bhatia and Baljit Ghotra.
Dr. Monica Bhatia, co-founder and co-CEO of EQUII, is a renowned biotech manufacturing, ingredient, and fermentation expert. With a Ph.D. in biochemistry from the University of South Carolina, Monica’s journey from kitchen experimentation, where her vegetarian lifestyle inspired her to explore ways to integrate nutritious food into daily life, to the founding of EQUII reflects her commitment to innovation and environmental consciousness. Dr. Bhatia’s leadership, rooted in her understanding of the intricate relationship between science, sustainability, and consumer behavior, has elevated EQUII to a prominent position in sustainable product advancement.
Dr. Baljit Ghotra, co-founder and co-CEO of EQUII, is an expert in the field of grain science and technology, instrumental in co-developing EQUII’s pioneering technology with Dr. Monica Bhatia. With a Ph.D. in grain science and technology from the University of Alberta, Baljit’s unique blend of engineering and chemistry expertise forms the foundation for his innovative work in enhancing grains’ nutritional and sensory properties. His extensive experience leading food innovation and R&D for major manufacturing and tech brands underscores his commitment to advancing sustainable food production through groundbreaking grain-based technological advancements.
Thank you so much for joining us! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’?
Monica — I grew up in New Delhi, India, and moved to the United States 20 years ago to pursue my Ph.D. in biochemistry. I am a proud mother of twins and have maintained a lifelong vegetarian lifestyle. Professionally, I’ve had the privilege of working as both a scientist and an engineer, focusing on the development of sustainable bio-based products. Over my 15-year career, my work has revolved around creating various bio-based fuels, chemicals, healthy food alternatives, oils, and vitamins. For the past several years, my primary focus has been on proteins, which aligns closely with my Ph.D. research. Throughout my journey, my experiences as a consumer have fueled my ambition to contribute to the market in a meaningful way. Despite numerous innovations in our field, I noticed a lack of accessible vegetarian options for consumers in terms of nutrition, taste, and affordability. This realization led me to sit down and think about how I could bridge this gap using plant-based solutions that were nutritious, tasty, and sustainable. My vision encompassed three core elements: first, ensuring that the food meets the nutritional requirements of the average consumer; second, prioritizing the taste (the joy of food as an integral part of our daily lives); and third, emphasizing the importance of sustainability in the food industry. While acknowledging the significance of animal products as a source of protein, I recognized the environmental implications of animal farming and the urgent need to develop sustainable protein alternatives. Driven by these insights, I embarked on the journey of creating a unique offering for consumers: complete protein flour.
Baljit — I am deeply passionate about innovating and crafting high-impact technologies within the Agri-Food sector, with a core mission of fostering sustainable food production and ensuring nutrition is accessible to all. Over the course of more than two decades in the Agri-Food technology industry, I’ve had the privilege of working with industry giants like ADM, Cargill, and most recently at Nature’s Fynd. Through these experiences, I’ve come to recognize the tremendous potential within this sector to drive positive change. My focus has been on conceiving and developing innovative, sustainable technologies that have the power to address global food challenges and help nourish the world.
Can you share with us the most interesting story from your career? Can you tell us what lessons or ‘takeaways’ you learned from that?
Monica — One of the most compelling stories from my career revolves around my experience in manufacturing and the profound lessons I learned from it. I consider myself to have had a very fortunate career. I don’t think that everyone gets to be involved in pioneering projects focused on developing cutting-edge processes for the next generation. This aspect of my career has taken me to various small towns across the United States, where I have gained valuable insights. My role in manufacturing often required me to spend long hours in massive industrial plants, frequently alongside hardworking colleagues hailing from these small towns, embodying a resolute and unwavering “blue-collar mentality.” Despite the stark contrast between my upbringing in India and their American backgrounds, I found common ground with them on two significant topics: food and sports. These shared interests served as the foundation for meaningful conversations and connections, fostering a sense of belonging that defied the odds presented by our vastly different backgrounds. The camaraderie I experienced in these moments left a lasting impression on me, fueling my belief in the unifying power of food. It became increasingly clear that creating food with the capacity to bring people together was a crucial pursuit. This realization ignited my passion for crafting food products that bind people, transcending cultural and societal boundaries. It has reinforced my belief in the transformative potential of food as a unifying force, bridging gaps and fostering connections that transcend cultural differences.
Baljit — A compelling mission attracts like-minded people. I learned that creating a shared vision for solving a complex challenge attracts like-minded individuals. The key to executing this vision lies in effective communication and collaboration. Clearly articulating your mission and its potential will attract dedicated teams to amplify the message and expedite the mission’s success. This lesson underscores the power of a shared purpose and effective teamwork in achieving ambitious goals.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Monica — I think the number one trait of being a leader is vision. Distinguishing between a leader and a manager, I have come to appreciate that while managers assist in navigating day-to-day tasks, leaders drive progress through a compelling vision that propels the entire team forward. This realization was key during an important project early in my career. Despite working with a senior colleague, our team struggled to make meaningful headway over a span of three years. This experience underscored the pivotal role of visionary leadership and the detrimental effects of focusing solely on short-term objectives, often leading to compromised integrity and suboptimal outcomes.
This lesson guided my leadership style thereafter, where I prioritized articulating and rallying my teams behind a clear vision, fostering a shared sense of purpose that guided our actions and decisions. Additionally, cultivating a positive mindset emerged as another cornerstone of effective leadership. In the face of challenging and uncharted territories, maintaining optimism and resilience became paramount. Drawing from my experience as the first employee in a previous position, I encountered numerous setbacks in the initial 18 months. However, by reframing each setback as an opportunity for learning and growth, we eventually constructed a robust and foolproof system that still stands as a testament to our perseverance and adaptability.
The ethos of a serving mentality has also been a guiding principle in my leadership journey. Recognizing that leadership fundamentally entails serving both the people and the organization, I have strived to foster a culture of collaboration and empowerment. Drawing from my own personal experience, I have aimed to foster a different approach, one characterized by a collaborative spirit and a shared commitment to individual and collective success. Emphasizing a collaborative approach centered on mutual strengths and collective growth, I have sought to lead with a focus on the team’s development and success rather than a mere hierarchical structure. Overall, these insights have shaped my understanding of effective leadership, emphasizing the importance of a compelling vision, a positive mindset, and a service-oriented approach to fostering a culture of collaboration and growth within the teams and organizations I have had the privilege to lead.
Baljit — Of course, I stated earlier that effectively communicating your shared vision and collaboration are key traits of a leader. The third one is adaptability.
An excellent example of this is when my team collaborated with three research and technology organizations across the country to tackle a major technical challenge in producing EQUII protein at a manufacturing plant. We were facing significant challenges in terms of cost optimization and production volume. It felt like moving mountains. However, through our collaborative efforts, we successfully addressed these issues at a large scale.
The critical element that made this success possible was securing buy-in and trust from our collaborators. It underscores the importance of building strong relationships and fostering a shared commitment to our mission.
In my view, adaptability is a crucial cornerstone of leadership that should never be underestimated. It means embracing change and innovation and navigating through uncertainty while keeping your eyes on the inspiring end goal. This trait empowers leaders to guide their teams through tough challenges and seize opportunities, even when the path is unclear. Looking back over the past year, I can see how effectively we navigated an unclear path, ultimately achieving the availability of EQUII’s commercial products nationwide.
A strong commitment to effective communication, collaboration, and adaptability builds a solid foundation for successful leadership in the dynamic Agri-Food Technology sector, emphasizing resilience and forward-thinking.
Are you working on any exciting new projects now? How do you think that might help people?
Monica — Every day is an exciting journey for us as we strive to make a positive impact by helping people. We find motivation in the progress we witness, driving us to create innovative solutions. As we’ve previously announced, our initial focus has been on developing bread, which, to be candid, is an incredibly challenging undertaking. Bread, being a staple food and one of the most widely consumed items globally, presents a unique challenge due to its unforgiving nature — leaving no room to mask any taste or texture shortcomings. Choosing bread as our first product was a deliberate decision rooted in the desire to help people. We recognize the significance of bread in the staple foods market and its widespread consumption worldwide. Our goal is not just to contribute from a position of power but to offer something that aids individuals in achieving their objectives. This philosophy infuses excitement into our development process. Currently, our primary focus is on expanding our bread line. Responding to feedback from users expressing a desire for more fiber, we are about to introduce a new fiber variant of our bread. This project has been both challenging and exhilarating. Moreover, we are eager to share our progress on another front — the development of pasta. The pasta venture has been particularly thrilling for us, and we’ve also got several other exciting projects in the pipeline. We are currently in the sampling phase, gathering early feedback. Our approach revolves around creating a diverse product portfolio that caters to different mealtimes. From breakfast with our bread to lunch and dinner with pasta, we aim to build a comprehensive offering that suits various preferences. This way, we envision constructing a well-rounded culinary experience through our products for people around the world.
Baljit — Absolutely, one of my most exciting ongoing projects involves establishing a comprehensive international network of industry partners, trade associations, collaborators, and government agencies. Our main goal is to make EQUII products available everywhere. This project is super promising because it’s all about providing food that’s good for people and the planet.
This undertaking holds significant promise in providing food products that are “better for you” and “better for the planet.” By engaging in collaborations with partner organizations and trade associations, we can effectively pool resources and tap into collective expertise to solve tricky challenges like making food affordable and widely available.
But what’s cool is that EQUII’s products are kind to the environment. By making them available worldwide, we can help make farming better for the planet and reduce the environmental impact. In summary, this project revolves around expanding the accessibility of sustainable food products, fostering collaborative engagement within the global Agri-Food industry and communities, and, above all, making a genuinely positive impact on the well-being of people across the world.
Ok, thank you for all that. Now let’s shift to the main focus of our interview. To begin, what inspired you to create a vegan venture? How does that relate to your personal life and values?
Monica — Certainly, as I mentioned earlier, I have been a vegetarian for as long as I can remember, though not a vegan. Plant-based living has always been my lifestyle. Professionally, I have been actively involved in pioneering the latest generation of plant-forward protein alternatives. I see it as a convergence of two worlds, and it’s a significant part of my journey. Attending various conferences, I noticed a prevalent focus on incorporating beans and nuts into vegetarian or vegan diets. While this might sound straightforward, practically, it doesn’t align with my approach. Nuts, for instance, are high in calories, making them an impractical constant protein source. As an Indian, beans and lentils have been integral to my upbringing, but relying solely on them poses challenges. From a nutritional standpoint, beans alone don’t fulfill the body’s essential amino acid requirements. Expecting consumers to pair them with complementary sources consistently is not a practical solution. Beans aren’t a default source of complete protein, necessitating innovation to bridge this gap. Additionally, beans face issues of digestibility and cooking complexity, limiting their widespread use. Taking a broader perspective, considering the global demand for protein, beans alone fall significantly short. The worldwide need for protein amounts to hundreds of millions of tons annually, while the projected production of all legumes combined is only a fraction of that. To address this from a supply chain perspective, relying solely on beans is not a comprehensive solution for sustainable options. This realization prompted me to create alternatives that encompass the values of sustainability, nutrition, and taste. My motivation stems from understanding and embodying the principles that effective vegan and vegetarian proteins should embody. In essence, my venture represents a harmonious blend of both my professional expertise and personal commitment to plant-based living.
Baljit — Creating a vegan, plant-based venture to produce animal-free, high-quality protein ingredients is primarily focused on offering consumers a healthy dietary choice. This endeavor aligns with my commitment to promoting a healthier lifestyle for individuals and the planet. I’ve always been passionate about sustainable living and making choices that harmonize with my values of environmental conservation and well-being. Embracing a vegan lifestyle directly reflects these values, as it significantly reduces the environmental impact of our food choices and advocates for a more ethical approach to animal welfare.
Furthermore, I strongly believe in the health benefits of a plant-based diet, not just for myself but for everyone. It’s a means to enhance personal well-being and make a positive contribution to the planet. This venture serves as a platform for me to share these values and assist others in making choices, whether it is for a vegan or a flexitarian consumer that benefits their health and our environment.
Can you share your insights on the growing demand for vegan products, services, and certifications in today’s market? How has this demand evolved over the years, and what do you attribute this change to?
Monica — Certainly, let’s delve into the context of the question. Considering both the current protein consumption trends and the escalating demand for protein, the global need is expected to hover around 150 million tons annually. Presently, a significant portion of this demand is met by animal proteins. However, there’s a noticeable shift with the rise of plant-based diets. Approximately 8 to 10% of the population is fully vegan, while around 15% identify as vegetarian and perhaps more as flexitarians — individuals integrating more plant-based meals into their weekly routines. Several studies indicate that 40 to 50% of people are embracing a flexitarian lifestyle, swapping some meat-based meals for plant-based alternatives. This surge in interest is going to propel the demand for plant-based protein, addressing a perceived gap in this dietary shift.
As per certification, it varies across countries and product types. In regions like the United States and certain parts of Asia, like Singapore, awareness is at its highest. Certifications such as non-GMO dominate the landscape, reflecting consumers’ concerns about their protein sources. Organic certifications and allergen-free labels are also gaining traction. While there’s growing hope for a focus on complete protein certifications, current priorities revolve around non-GMO, organic, plant-based, all-natural, and allergen-free designations. As for the evolution of this demand, it can be attributed primarily to two factors: the rise of flexitarianism and an increased focus on personal health. Consumers are becoming more conscious of what they put into their bodies, prompting a heightened interest in ingredient labeling. This shift is underscored by data from organizations like the Good Food Institute, showing a substantial year-over-year increase of 18% in demand for plant-based proteins. Moreover, taste, although not necessarily tied to certifications, is a crucial aspect for consumers. Despite not appearing on certification labels, it significantly influences purchasing decisions. In summary, the evolving demand for plant-based proteins is shaped by the intersection of dietary choices, health consciousness, and an increasing emphasis on transparency in ingredient labeling.
Baljit — The growing interest in vegan products is quite remarkable. It’s mainly due to a few important factors. First, more people are thinking about their health and looking for better dietary options. Vegan products are often seen as healthier, with benefits like lower cholesterol and reduced risk of certain illnesses, attracting many people.
Second, there’s a rising concern about the environment. People want to make choices that are good for the planet, and vegan products are often seen as more environmentally friendly with a smaller impact on climate change.
Third, there’s a strong ethical component. Many people care about the welfare of animals and want to avoid products that harm them. So, they’re choosing vegan options that align with their values.
Building a successful vegan brand is about more than just offering animal-free products. Could you share how your vegan products meet health and wellness standards, particularly in terms of being organic, free from pesticides, and avoiding processed and synthetic ingredients?
Monica — Certainly, we’ve been extremely mindful of the value we bring to consumers, placing nutrition at the forefront of our priorities. In our bread, for instance, we proudly stand as the only option on the shelf, offering an impressive 18% daily value of protein. This commitment reflects the core essence of our company — delivering complete vegan protein in our products. Our dedication to health and wellness metrics aligns fully with FDA labeling requirements, ensuring transparency and authenticity in our claims. Unlike some products that may boast high protein content without providing a complete protein source, we adhere strictly to FDA standards to guarantee effective absorption. Moving beyond protein, our focus extends to incorporating fiber, emphasizing our broader mission of promoting balanced nutrition. Health and wellness remain paramount in our product development strategy. Additionally, we are actively pursuing an organic certification. While the organic certification process is intricate, involving the verification of both ingredients and facilities, we are dedicated to achieving this milestone. This journey toward organic certification aligns with our commitment to pesticide-free ingredients in the future.
Considering processing, we acknowledge that some level of processing is unavoidable, such as the transformation of wheat into flour. However, we prioritize minimal processing wherever possible. Furthermore, in terms of ingredients, our emphasis is on utilizing all-natural components. Take our bread, for instance, where we opt for all-natural preservatives over synthetic alternatives, clearly outlined on our labels. This approach reflects our commitment to maintaining values that resonate with our consumers.
Baljit — Our plant-based food brand is all about offering healthy choices. First, we use simple, neither synthetically derived nor bioengineered ingredients, and we avoid GMOs. This approach also supports clean and sustainable farming. We also ensure that our products are of the highest quality and are food-safe. We collaborate with our partners to promote EQUII values and adhere to rigorous testing and certification processes with the highest standards. Lastly, we are transparent about our practices. We want our customers to trust that we are genuinely committed to their health and well-being.
Authenticity is a crucial element for any brand. How can vegan brands ensure their messaging aligns with their values and resonates with consumers who are looking for ethically driven products and services?
Monica — Our commitment to providing consumers with exceptional value is rooted in a conscientious approach, with nutrition taking center stage in our priorities. Our bread distinguishes itself on the shelf as the sole option, offering an impressive 18% daily value of protein. This underscores the fundamental ethos of our company — to deliver complete vegan protein in our products. Our steadfast dedication to health and wellness metrics is fully in harmony with FDA labeling requirements, ensuring a transparent and authentic representation of our claims. In contrast to products that may flaunt high protein content without offering a complete protein source, we strictly adhere to FDA standards to ensure the effective absorption of nutrients. Expanding beyond protein, our focus encompasses the integration of fiber, underscoring our overarching commitment to promoting balanced nutrition. Health and wellness continue to be paramount in shaping our product development strategy. Concurrently, we are actively engaged in the pursuit of an organic certification. Acknowledging the complexity of the organic certification process, which entails the scrutiny of both ingredients and facilities, we are resolute in achieving this significant milestone. This journey toward organic certification aligns seamlessly with our commitment to embracing pesticide-free ingredients in the future.
Addressing the aspect of processing, we recognize the inherent necessity for some level of transformation, such as converting wheat into flour. However, our priority is to favor minimal processing whenever feasible. In terms of ingredients, our focus remains on the utilization of all-natural components. Take our bread, for example, where we consciously choose all-natural preservatives over synthetic alternatives, clearly delineated on our labels. This approach mirrors our commitment to upholding values that resonate with our consumers.
Baljit — Great question. First, it’s essential to be honest and open about the sources of your ingredients. Share your commitment to using simple ingredients and sustainable practices. This builds trust.
Another critical point is to emphasize your ethical values, such as promoting high-quality foods, caring for animals and the environment. Let people know that you’re aligned with their values. Certifications and tests demonstrate your dedication to producing top-notch products.
Also, it is important to listen to what your customers say and be prepared to make changes based on their feedback. It shows that you value their input. One important aspect is also to collaborate with organizations that share your values. This can reinforce your commitment. Contribute to social responsibility by supporting community projects and environmental efforts. It shows your dedication to making a positive impact. All these steps help plant-based, vegan brands build trust and truly connect with customers seeking ethically driven products.
Vegan means cruelty-free and no animal-based ingredients, but what other values do you believe are important to the vegan industry? For example, do you prioritize fair trade practices or sustainable packaging, and could you provide examples of how these values are integrated into your brand?
Monica — Certainly, those are crucial considerations, particularly sustainable packaging and fair trade, even though they may not currently apply to EQUII’s products. One significant aspect we are prioritizing, which we believe holds paramount importance for consumers, is taste. Our investment in chef-crafted approaches, led by one of our co-founders, a highly skilled chef, is a distinctive factor in our product development. We’re actively promoting the concept of “chef-crafted” as a key practice that sets our products apart. Another noteworthy investment we’ve made is in fermentation technology, a method we use to create protein. While this information may not currently be on our packaging, it’s a feature we’re highlighting through our website and discussions. The direct benefit of our fermentation process is that it produces a highly digestible protein, offering consumers a significant advantage. Moving forward, we see numerous opportunities to enhance our products. For instance, by focusing on balanced nutrition, including protein and necessary carbohydrates. We are actively engaged in clinical studies to understand the glycemic properties of our products, with the goal of potentially offering low glycemic options.
Recognizing the importance of protein in exercise and overall health, we emphasize the unique amino acids in our protein that aid in muscle building, particularly the critical branching amino acids. This messaging around muscle building, satiety, and maintaining a lean and active lifestyle is a significant part of our communication strategy, although not all aspects may be reflected on the packaging. While acknowledging that the protein powder industry, as a whole, does a commendable job in delivering essential nutrition, we hope to see more brands providing well-documented quantitative metrics related to health and wellness. It’s our belief that such transparency and information-sharing can benefit consumers across the industry.
Baljit — Absolutely, protecting the environment is at the core of EQUII’s mission. We prioritize the use of environmentally suitable technologies in the production of our protein ingredients and food products. Our manufacturing partners undergo thorough vetting and testing to ensure they share our commitment to sustainability. It’s a collective effort. We are deeply committed to sustainable packaging and reducing food waste. For instance, we have collaborated with emerging technologies for bread packaging that extend the shelf life of our bread without resorting to chemical additives. We are proactively seeking future partnerships in this realm to set higher standards, aiming to further diminish our environmental footprint and promote responsible packaging practices. This represents a pivotal step in our ongoing journey to create products that benefit both people and the planet.
Could you provide examples of innovative marketing and branding strategies that have been particularly effective in promoting vegan products and services? What sets these strategies apart in the market?
Monica — That’s a great question. I believe that colors play a significant role, often serving as a compelling entry point for consumers to engage more deeply with a brand. In our case, our entire product line revolves around a base green color, a choice we’ve carefully experimented with, exploring various shades and combinations. I genuinely believe that nailing the right color has been a pivotal aspect of crafting an effective marketing strategy.
Graphically, we’ve focused on incorporating plant-based elements into our visuals. For instance, our logo prominently features three leaves, providing a visual cue that immediately connects with the consumer, signaling a connection to plant-based products. This graphical element serves as an anchor, drawing consumers in and guiding their perception toward our plant-based messaging. This approach has allowed us to seamlessly introduce our 100% vegan, plant-based protein messaging and further delve into the narrative of chef-crafted protein and other product aspects. In essence, the strategic use of color and graphics, coupled with the explicit inclusion of the term “vegan” on our packaging, has proven to be essential in effectively communicating our brand identity and values to consumers. This multi-faceted approach has played a crucial role in establishing a visual language that resonates with our target audience and reinforces our commitment to a plant-based lifestyle.
Baljit — Absolutely, storytelling and branding are critical to connecting with our audience. Sharing a personal journey resonates with consumers and makes the EQUII brand more relatable. This is evident when we receive endorsements from celebrities. We are also partnering with celebrities who are vocal advocates of plant-based diets. Their influence and credibility attract a broader range of consumers to our brand. It’s a powerful way to reach more people and spread our message of health and sustainability.
Based on your research or experience, can you please share your “5 Things You Need To Create A Flourishing Vegan Brand”?
1 . Have a product that has great taste, texture, and mouthfeel
Nothing beats taste. Nutrition is an essential component in plant-based, “better-for-you” products, but it’s not possible to impress consumers and compete in today’s oversaturated market without outstanding taste and texture. We believe that makes all the difference in creating a following of consumers dedicated to your brand and products. Specifically for bread, we have found that stickiness is the “it-factor” when it comes to creating a superior consistency.
2 . Clean label
A clean label is a product that is made using as few ingredients as possible. Clean-label foods have easy-to-recognize and no artificial ingredients. In our experience, clean label has been an essential component that differentiates us from our competitors in the eyes of consumers. This said, even though EQUII is a clean label, we get scrutinized all the time. We, therefore, recommend anyone interested in starting their own vegan brand to prioritize being a clean-label venture.
3 . Product marketing that “screams”
Packaging is key. In our most recent rebranding, we worked on keywords placement and colors.
For the first, we emphasized the top two product attributes on our packaging to strategically capture consumers’ attention and communicate our product’s key benefits, directly speaking to consumers’ needs. In addition to focusing on the key attributes, we took deliberate steps to ensure that our packaging stands out and is easily differentiated on the aisle. For instance, the placement of the ‘Premium’ label on the top of the package serves as a visual cue, instantly conveying our product’s high quality.
As for our new colors, the contrast between our new packaging and the previous design, characterized by more muted colors, has played a pivotal role in the positive reception of our brand. The vibrant and attention-grabbing elements of the updated packaging not only enhance visibility but also create a modern and appealing aesthetic that resonates with consumers. This intentional departure from the old design has not only modernized our brand image but has also resulted in increased consumer interest and preference.
In essence, our approach to packaging not only communicates the essential attributes of our product clearly but also ensures that our brand stands out prominently in the competitive retail environment.
4 . PR to amplify the message
A tailored PR strategy and consistent media relations are great tools to explain the full story behind your brand in a way that no social media or paid advertising can do. For instance, having a series of trade outlets and food business publications tell our story and mission has helped us shape and communicate who we are to perspective customers.
5. Influencers to spread the voice
In EQUII’s case, we were so fortunate to be able to collaborate with Oprah and win her “stamp of approval,” as our bread is now part of her new high-protein diet. When Oprah shared about our product on her social media channels, we witnessed an incredible boost in our day and week sales and grew by over 1000x our Instagram followers and engagement.
Many argue that vegan products tend to be more expensive. How do you strike a balance between ethical sourcing and offering products at a competitive price point?
Monica — I feel very strongly about this. At EQUII, our goal is to create ingredients that are price-competitive, akin to traditional or legacy ingredients. However, maintaining a low price point has proven to be challenging. As a young brand, our costs are relatively high due to the initial phase of our life cycle, where scale is at its lowest. This dynamic becomes particularly evident when entering the retail market, where substantial price pressures make it challenging for brands like ours, which prioritize offering high-value, healthy products. The core question revolves around striking a balance between ethical sourcing and providing products at a competitive price point. Given the existing market infrastructure, we have limited maneuverability to immediately bring the price point to our ideal level. However, from the consumer’s perspective, there’s an opportunity to evaluate the value received in relation to the dollars spent. Encouraging consumers to consider whether saving a few dollars on a product with less value is worth it compared to investing a bit more in a brand that provides genuine benefits is a crucial aspect. Moreover, I’m actively contemplating the idea of creating an ecosystem that supports newer brands. While the government already has mandates to encourage grassroots innovation and offers grants, there’s room to explore initiatives at the brand level entering retail markets. The aim is to provide breathing space for emerging brands without overburdening retailers. The goal is to present newer brands to consumers in a way that is financially viable for both the brand and the consumer. I believe this could contribute to fostering a more sustainable and ethical marketplace.
Baljit — That’s a great question. We firmly believe that making new technology affordable is essential for its widespread adoption. Initially, sustainable food systems produced with new technologies might not meet affordability standards, but it’s crucial to continue innovating and working toward affordability. Companies that can’t bridge this affordability gap may face extinction or limited adoption.
At EQUII, we collaborate closely with our partners to implement innovative findings and use simple processing techniques for manufacturing. We also work with our suppliers to find cost-effective ways to source our ingredients ethically. Additionally, we seek opportunities to reduce waste and enhance production efficiency. Through these efforts, we can offer high-quality vegan products at competitive price points, ensuring accessibility to a broader consumer base. It’s all about discovering innovative solutions that align with our values while keeping our products affordable.
As the vegan movement expands into various sectors, what do you see as the future of vegan ventures? Are there emerging trends or challenges that business leaders in this space should be prepared for?
Monica — I think the vegan venturing landscape has looked extremely promising from an innovation perspective. In a recent talk at Supply Side West, I highlighted how numerous companies have excelled in introducing innovative vegan products, such as vegan eggs and an array of plant-based milk alternatives. Despite these strides, persistent challenges in taste and cost continue to exist.
Addressing these challenges proactively, innovators can integrate solutions into their designs from the outset. By acknowledging that taste and cost will continue to be primary hurdles, incorporating strategies to overcome them at the inception of the innovation process becomes crucial.
Another noteworthy consideration is the substantial price pressure experienced at the final stages of the value chain when attempting to reach the consumer market as a brand. Preparing for these challenges is vital. For instance, at EQUII, we proactively engaged in understanding the potential profit and loss statements for each product line well before their release — sometimes even a year and a half in advance. This early financial foresight provides a foundation for navigating the complexities of the value chain.
In essence, it’s imperative for innovators to think comprehensively about the financial implications and challenges associated with taste and cost early in the innovation journey. This proactive approach ensures a more informed and strategic development process, setting the stage for success in the competitive landscape of vegan ventures.
Baljit — The future of vegan ventures is incredibly promising. We’re witnessing a growing awareness of the environmental and health benefits of plant-based diets, and this is driving innovation across various sectors. One of the emerging trends is the diversification of vegan products beyond just food. We’re seeing bio-based alternatives in textiles, cosmetics, fashion, and even technology.
However, with this growth comes some challenges. Competition is increasing, which means that businesses will need to focus on differentiation and quality. Transparency and ethical practices will continue to be a significant factor in consumer choices, so it’s essential for businesses to maintain these values. The future of plant-based or vegan ventures is bright, but it will require a commitment to quality, transparency, sustainability, and adaptability to navigate the evolving landscape successfully.
You are a person of enormous influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)
Monica — My focus has been on creating a positive impact through innovation, especially in the context of flour, which stands as the world’s primary ingredient. Developing a healthier flour, I believe, has the potential to offer a global solution addressing both nutrition and sustainability challenges. As we progress in building and developing our brand and engaging with mass-market consumers, as I already mentioned, I envision the possibility of establishing systems that are more favorable to higher-value brands. While brands must bear the responsibility of demonstrating their inherent value, there could be a way to make these products more accessible at a lower price point, distinct from the conventional pricing norms applied uniformly to all brands. Given that we often find ourselves competing with well-established billion-dollar brands, the odds are naturally stacked against new entrants like us. However, it’s the new and innovative brands that bring forth novel ideas and health-focused values. So, beyond our immediate goals, if there’s an opportunity to contribute to easing the price pressure on higher-value, better-for-us brands entering the consumer market, I am genuinely enthusiastic about exploring that avenue.
Baljit — That’s a thought-provoking question. If I were to start a movement, it would focus on inspiring people to adopt eco-friendly practices in their daily lives. This would include everything from making healthy dietary choices and reducing food waste to minimizing plastic waste and conserving energy. The goal is to make sustainability accessible, understandable, and an integral part of everyone’s lifestyle. The impact would have a far-reaching ripple effect across the globe, helping to address some of our most pressing environmental challenges.
What is the best way for our readers to continue to follow your work online?
Follow EQUII on social media — Facebook, Instagram, and LinkedIn and on our website at https://www.equii.com/
You can also follow Monica Bhatia and Baljit Ghotra on LinkedIn.
This was very inspiring. Thank you so much for the time you spent on this. We wish you only continued success.
About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com.
