Joy srl: Plant-based meat products from an Italian vegetarian family

  • Joy srl Plant-based meat products from an Italian vegetarian family (45621905_544112013079082_148546142626381824_o_upscaled_image_x4.jpg)

Food Evolution is the only Italian plant-based meat producer offering clean label products with a unique texture and flavour.

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Food Evolution Team:

Alberto Musacchio, CEO
Jason Triplitt & Fred Rizzo, Financial Advisors
Malu Simoes da Cunha, Chef and Flavoring Expert
Damiano Musacchio, Director of Production
Gabriele Poponesi, Administration
Fausto Bossini Technical Problem Solver
Francesco Bordi, Technician
Salah Ez Zahar, Extrusion Operator

Please introduce yourselves: What does your startup do?

After the years of low-quality veggie products dominating the market, we wanted to offer a vegan alternative which would be easy to cook and tasty to eat. Food Evolution plant-based meat substitutes are used both in home cooking and professional gastronomy as they can be prepared in a matter of minutes.

Compared to conventional meat, Food Evolution products need less water, produce less CO2 and are 100% cruelty-free.

How did you come up with an idea and concept? What inspired and motivated you to create this product?

Our family has been vegetarian for the last 40 years, we have created vegetarian-friendly hotels, restaurants and cookbooks. At some point it was about time to scale up and apply our solid expertise to a large industrial project.

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What is unique about your business idea and operating model?

We managed to create a “meat-like” structure which is absolutely unique. We invested a lot of money but the results are outstanding. Our industrial line meets the top efficiency criteria and features the most advanced technology and hygienical conditions (high care chamber production).

What were the most significant difficulties you had to overcome while building your startup?

It was challenging to find a specialized R&D support as we created a product that had no analogues in Italy and pretty much worldwide.

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Where do you see yourselves and your company in 5 years?

We suppose it is time to have vegan and vegetarians among the top producers of meat substitute products. We want to be competitive among meat industry representatives and huge multinational companies and become a leader of a field in which we have been working for half a century!

What are your expectations from the NX-Food Startup Shelf Program?

We first wanted to build a top efficient factory and invested in the most innovative production line. Now it is time to let the world know about Food Evolution. METRO could offer us a great promotion worldwide.

What are your main milestones and achievements?

We received a big investment and won the Best Consumer Award in Italy. But the biggest success was cooking a wonderful vegetarian Carbonara in Rome and realizing that people feel NO difference in flavour! All the spared pigs were supporting us as well.

Branding und Webseite von NX-Food werden entwickelt von dombek—bolay und Albert Naasner, in enger Zusammenarbeit mit dem NX-Food Team.