道夫子——为14亿消费者市场的游戏规则改变者赋能
Plant Based World Pulse有机会与道夫子国际食品公司共同创始人曾小虎（Albert Tseng）坐下来讨论中国植物基食品存在的巨大机遇。
Plant Based World Pulse had the opportunity to sit down with Albert Tseng, co-founder of Dao Foods to discuss the massive opportunity that exists for plant-based foods in China.
曾小虎，道夫子共同创始人
Albert Tseng, co-founder of Dao Foods
“中国代表着一个14亿人口的消费市场。目前中国市场与7~8年前美国市场经历的情况类似——许多（植物基）产品处于研发阶段，还没有太多产品被视为菜单上的永久选项”，曾小虎说。
“China represents a 1.4 billion consumer market. The marketplace is currently akin to what you may have experienced in the United States about 7-8 years ago, with many products in a development phase and not too many of them yet being seen as permanent items on menus”, Tseng shares.
仅此一点就应该能让这个领域的任何投资者感到振奋。试想如果中国市场的发展轨迹与我们在美国看到的相似，那么未来十年对于中国饮食文化的发展来说将是令人兴奋的十年，再加上14亿人口的庞大消费市场，这个市场显然有诸多挑战需要克服，但商业潜力也是显而易见的。
This perspective alone should perk up the ears of any investor in this space. If the trajectory of the Chinese marketplace follows anywhere near what we have seen in the United States, the next decade will be an exciting one for the evolution of food culture in China. Combine that with the immensity of a 1.4 billion consumer market with many challenges needing to be solved, and there is clearly some money to be made.
零售和餐饮服务都存在关键机会，对前者来说，包装植物基产品尚未充分占领货架发挥其潜力；对后者来说，高度发达的食品配送技术可以让处在中国各个城市地区的食客都可以轻松尝试新食品。
Key opportunities exist in both retail, where packaged plant-based products have not yet penetrated the shelves to their full potential and in food service, where highly advanced food delivery technology makes trying new things accessible for the many eaters in urban areas throughout China.
“对于生活在中国城市里的人来说，”曾小虎分享道，“在20分钟内免费将食物配送到家门口的情况并不少见。餐厅不断进行促销活动，使食客更容易去尝试新品。然而，挑战在于如何让这些食客复购。如果他们没有被新品的第一次体验所震撼，那么食客们就会转向诸多的其它选择。”
“For people living in cities in China”, Tseng shares, “it is not uncommon to be able to get food delivered to your door in under 20 minutes at no additional charge. Companies are constantly running promotions making it easy for customers to try something new once. The challenge, however, is getting those customers to repeat their purchases. There is a high volume of options to move on to something else if they have not been blown away by their first experience with a new item.”
1
改变是必要的
Change is Necessary
”
道夫子的使命是支持那些直面过去几年呈现的饮食文化挑战、致力于推动改变食品供应体系的创业者。尽管目前的全球形势有其挑战性，但这也比以往任何时候都更加清楚地表明——创新是必要的解决方案。
Dao Foods mission is to support the entrepreneurs who are pushing forward to shift the food system in the face of the cultural challenges that the past few years have presented. While the global landscape has been difficult to work within, it has also made it clearer than ever that innovation is a necessary solution.
道夫子目前投资了16家致力于实现更健康、更可持续的食品体系的中国（或专注中国的）公司（道夫子按：目前道夫子投资的新蛋白公司已将近20家）。这些公司涵盖了肉类和乳制品替代品、合成生物学、菌丝体发酵以及细胞培养肉。道夫子采取了全方位的方式方法来发展和改变目前的食品体系——寻找有初心的使命驱动型创业者，这些创业者从更多样化的角度去应对这些挑战。
Dao is currently invested in 16 Chinese companies committed to bringing about a healthier and more sustainable food system. These companies range from producers of meat and dairy alternatives to synthetic biology, mycelium fermentation and even cultured meat. Dao has taken a holistic approach to evolving the food system by seeking out seriously mission-driven entrepreneurs and enterprises that are tackling challenges from a wide variety of angles.
2
餐饮服务领域的合作
Collaboration
in Food service
”
道夫子投资组合的明星公司之一是星期零，这是一家专注于开发肉类替代品、预制食品，零食和蛋白棒的一家深圳公司。星期零最近完成了1亿美元的B轮融资，这对任何热衷于投资中国市场的人来说都是一个信号——可以看到人们将这些产品推向市场的切切实实的行动和热情。星期零引领了发展浪潮，它已经在超过37，000个地点销售（道夫子按：目前已将近50,000家），并与7/11和肯德基等知名品牌合作。星期零在 2021 年获得了多个“新产品”奖项，随着市场的不断扩大，星期零将成为值得关注的名字。
星期零在上海麦德龙超市的产品呈现
One of the stars of the portfolio is Starfield Food Science and Technology, a Shenzhen company focused on developing meat alternatives, prepared foods, snacks, and protein bars. Starfield recently closed a $100 million series B fundraising round, which can serve as a sign to anyone keen on investing in the Chinese market that there is some real activity and interest in bringing these products to market. Starfield is ahead of the curve, having already sold in over 37,000 locations and collaborating with recognizable names such as 7/11 and KFC. Starfield received a plethora of “New Product” awards in 2021 and will be a name to keep an eye on as the market continues to expand.
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传达健康益处
Communicating
Health Benefits
”
道夫子投资组合中的另一家公司名为70/30，总部位于上海。“70/30采用独特的方法来传达其产品的好处。名字中的70代表70%的全食物 ——意味着我们身体真正想要和需要的健康元素。30%代表有趣和美味，这对于让食客尝试产品并复购更多至关重要。70/30的独特之处还在于——他们的包装以食品的功能优势为主导，而不是以‘植物基’或‘素食’一词为主导。”曾小虎分享说。
Another company in the portfolio is called 70/30, based out of Shanghai. “70/30 takes a unique approach to communicating the benefits of their products. The 70 in the name represents 70% whole foods – meaning the healthy stuff that our bodies really want and need. The 30% represents fun and tasty, which is essential to get customers to try the products and come back for more. 70/30 is also unique in that their packaging leads with the functional benefits of the foods, rather than leading with the term ‘Plant-based’ or ‘vegan’”, shares Tseng.
70/30 11月份的产品品鉴会
决定以功能和营养信息而不是植物基标签为主导，这让70/30把客户锁定为那些通常不主动寻找植物基选择的食客，这些食客往往正在寻找某些特定的营养价值，这时恰好70/30的植物基产品能够满足他们的需求，食客也因此消费了植物基产品。他们相信便利性对于中国食客来说是关键因素，并建立了一种将技术与即食食品相结合的理念，使他们的产品尽可能兼具便利性和功能性。
The decision to lead with the functionality and nutrition information rather than the ‘plant-based’ labelling allows 70/30 to target customers who would not normally be looking for a plant-based option, but might just happen to try it because they are looking for those nutritional benefits. They believe in convenience as a key factor for Chinese eaters and have built a philosophy based on combining technology with ready meals to make their products as convenient and functional as possible.
70/30体现这一理念的方式非常吸引人，为了找到最实用的白肉替代品，他们把菌丝体作为基本成分。“蘑菇由于其药用价值，在中国很早就供人类食用了，”曾小虎提到。“这使得70/30使用这些成分的过程更容易，因为它们已经在文化上被接受了。后面的挑战就变成了如何适当地利用科学来使用相同的基础成分生产肉类替代品。”
The way 70/30 embodies this philosophy is fascinating. To discover the most functional white meat alternative they came across mycelium as the base ingredient. “Mushrooms have long been approved for human consumption in China due to their medicinal uses”, Tseng shares. “This made the process for 70/30 to use these ingredients easier, as they are already culturally accepted. The challenge then becomes how to use science appropriately to use that same base ingredient as a meat alternative”.
70/30即将向市场推出他们的即食产品，这个例子很好地说明了植物基产业必然受到各个地区独特文化和历史的影响。随着健康因素继续成为人们转向植物基食品的主要动力，自古以来在人类健康方面发挥作用的药用蘑菇，如果能在更健康的食品体系中发挥重要作用，会是多有趣的事情！
70/30 is about to launch their ready meal products into market and represents a great example of how the plant-based industry is necessarily affected by each region’s unique culture and history. As human health continues to be a leading motivator for people to shift to plant-based foods, how interesting would it be for medicinal mushrooms, used for human health since ancient times, to play a major role in the manifestation of a healthier food system?
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精彩分享
#1 新蛋白创业者招募
#2 福利放送
#3 往期回顾
道夫子食品国际公司 （Dao Foods International） 是一家专注于新蛋白食品创新的影响力投资和孵化机构，我们旨在帮助创业者面向中国市场开发激动人心的新生代蛋白质产品，从而减少大众消费者对于传统动物养殖业的依赖。我们相信，通过支持优秀的创业者，瞄准4亿中国年轻人市场，开发和推广新颖和美味的新蛋白食品，不仅是一个巨大的商业机会，更会为社会和环境带来广泛的正面影响力。道夫子2018年被行业知名杂志The Grocer选为15家未来改变全球肉类行业的创新公司之一，并于2019年荣获卢森堡国际气候金融加速器的特别奖。