Gardein: We're in the protein business
So what was on the menu at reThink Food?
One choice dish was fish tacos (minus the fish) from Garden Protein (Gardein), which is growing at 27% year-on-year and plans to open a production facility on the east coast next year to add to its existing facility in Vancouver.
But founder Yves Potvin is not on a messianic mission against meat, and says Millennials don’t see meat-alternatives the way their parents did. To them, Potvin told FoodNavigator-USA, Gardein products are just part of the regular diet, not something just for vegetarians or vegans.
Not surprisingly, Potvin is also keen to avoid being pigeonholed as a 'meat-alternative' brand tucked away in the 'vegetarian foods' or 'natural foods' section, and says his products do best when they are merchandised in the main freezer section, where they reach a wider audience.
Gardein, he says, is for everyone - meat lovers and vegans alike: "We're in the protein business."
As for products, while Gardein has several meat-free burgers, it also sells a wide range of other options from wings, tenders, crispy fingers, cutlets, riblets, meatballs and tenders to sliders, breakfast sandwiches and scallopini, said Potvin, a classically trained French chef.
"We're going beyond the bun. People got bored of just seeing veggie burgers."