The EVERY Company investor Anne Hathaway's star power raises consumer awareness, acceptance of ‘animal-free’ protein, precision-fermentation

By Elizabeth Crawford

- Last updated on GMT

Souce: The EVERY Co
Souce: The EVERY Co

Related tags precision fermentation animal-free Protein

Actress Anne Hathaway’s investment in food-tech startup The Every Co., announced yesterday, brings more than capital – it also brings star power that the company’s CEO says he hopes will raise consumer awareness – and acceptance – of animal-free proteins ‘brewed’ through precision-fermentation.

“Bringing consumers along on the journey as we recreate the food system from within is core to our strategy,”​ CEO Arturo Elizondo told FoodNavigator-USA.

But explaining how The EVERY Company uses synthetic biology to genetically engineer microbes to produce high-value ingredients, such as egg proteins, via precision fermentation rather than chickens can be hard to breakdown on the side panel of a packaged food or beverage.

And what consumers don’t understand, can scare them, as illustrated by the divisive reactions to genetic modification or some consumers’ out-of-hand dismissal of food “made in a lab, not a kitchen.”

In these cases, what can get lost in translation are the solutions food-tech offers for a variety of food system problems, such as disease and contamination, supply shortages, inflation, and environmental sustainability concerns – all of which are negatively impacting the current egg supply in the US and which Elizondo says The EVERY Co.’s ingredients address.

“It’s becoming obvious to a much broader audience that we simply cannot continue to live in a world where key, globally consumed nutrition sources, such as eggs, are regularly impacted by zoonotic disease and contamination. With a population edging toward 10 billion, precision fermentation is becoming an increasingly obvious solution that facilitates cleaner, safer and more sustainable on-demand protein generation,”​ Elizondo said.

He added fermentation and the ingredients that The EVERY Co. offer, including its one-to-one replacement protein for eggs EVERY EggWhite and its soluble and nearly invisible EVERY Protein, also offer “a path for a secure supply of nutritious protein without fear of disruption from viral or bacterial outbreaks – or the price instability they bring, for consumers and the whole value chain.”

Hathaway's 'support validates our brand and ingredients’

Celebrity investors, like Hathaway, can spotlight these benefits for consumers in a way that is simultaneously reassuring and exciting.

“Anne’s support validates our brand and ingredients,”​ and “we’re thrilled investors like Anne are taking note of the real solutions we’re offering and bringing tailwinds for awareness and adoption along with them,”​ Elizondo said.

Hathaway’s star power will build on EVERY’s other efforts to build awareness of it’s ingredients and solutions through innovative co-branding and marketing, such as the hard pressed juice BUILD by Pulp Culture+ that is co-branded as “Powered by EVERY PROTEIN” ​and which Elizondo notes is restocked after selling out quickly like all of its other launches.

“The response has been overwhelmingly positive,”​ he said of consumer reception to products featuring its ingredients. “We’re bullish on collabs that showcase the potential of our products in intriguing formats and channels.”

EVERY sees ‘near limitless’ options for 2023

As an investor in The EVERY Co., Hathaway “is in good company, joining the likes of notable EVERY investors ​Bloom8, McWin Food Systems Fund, Temasek and others who have collectively infused over $230 million in EVERY to date,”​ said Elizondo.

He explained this capital is helping EVERY reimagine what a B2B company looks like and “work with the existing infrastructure of global food businesses to build better products from within.”

This includes targeting “near limitless”​ options in 2023 “whether it be boosting, replacing eggs or helping solve structural or performance issues for the alt meat space,”​ Elizondo said, adding: “What underpins all of our efforts is a commitment to building our brand and continuing to elevate awareness for the potential of these proteins.”

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