Our argument is that fermentation has been around for centuries, that's where beer and wine and bread come from. But there is something about the fact that, on our label, we're called “a nutritional fungi protein.” 

Wave two, which we're entering now—and Fy is very much a part of this—is broadly fermented proteins.

 In our process growing Fy protein, we use 99% less land, 99% less water, and 94% less greenhouse gases than traditional beef production.

Wave two, which we're entering now—and Fy is very much a part of this—is broadly fermented proteins. Mycoprotein and otherwise, I think, is this next big frontier, and it’s going to open up the market to a lot more formats, applications and cuisines. Beyond just a slightly different burger or a slightly different chicken nugget. Then, the third... See more

Globally, the latest numbers I've seen say something like 1% to 2% of all protein consumption is considered alternative protein.

Our chief scientific officer emeritus, Mark Kozubal...stumbled across a unique filamentous fungal microorganism that had a lot of really unique properties, including being 50% protein by dry weight, a natural filamentous texture, and the ability to grow super efficiently.... It's a super versatile protein that can be used as a textured biomass,... See more

products that are much harder to replicate the performance, the taste and texture of animal proteins. What comes to mind are hard cheeses, and cheese shreds, and mimicking the meltability of real cheese. Or dairy broadly, beyond just milks, it’s really hard to replicate certain dairy applications. Seafood has also been an emerging next frontier for... See more

There's a future world where it will be relatively common for brands to not only potentially be required to, but on their own accord, put on labels or on their website, or just generally be more transparent about their environmental footprints. 

In Asia, for example, where fermented products like soy and so forth have been around forever, it's received better.