Meet the Food Innovators

Better Nature is the UK’s leading all-natural brand of meat alternatives and one of the most exciting food-tech startups in the field of fermentation. Since launching in early 2020, Better Nature has grown its sales by more than 20x, filed three patents, and raised £1.6 million from leading venture capital firms and the crowdfunding platform Seedrs. We spoke with Co-founder and Head of Business Development, Christopher Kong, about Better Nature’s crowdfunding success, D2C as a go-to-market strategy, the fascinating tech behind their fermented products, and the company's plans for the future. In recent years, there has been rapid growth in the alternative protein sector and the global plant-based meat market is currently valued at more than $12 billion. By 2040, plant-based and cultured meat alternatives are predicted to have a combined 60% share of the global meat market. Better Nature is one of the ProVeg Incubator’s alumni startups, having taken part in the fourth edition of our accelerator programme in 2019.