Make sure you understand the needs, wants and desires of your customer or end-user at the deepest level possible to ensure you are solving their unmet needs.

Now we just had to turn it into a product!” We could genuinely shift consumer behaviour in a meaningful way.Īfter a lot of experimentation in our kitchen, we felt we had a formulation that worked – fermented ‘imperfect’ cauliflower and hemp. If we could make it from ingredients close to the source of production – not importing whatever is cheapest or easiest, and upcycle food waste, even better. If we were to have any success at all, we simply couldn’t be put into that category. That’s a much larger consumer base to build a business around plus we wanted to rather aggressively avoid targeting vegans as vegan cheese has a terrible reputation. We thought that if we could create an insanely tasty cheese out of plants, that would appeal to everyday people (not just a small audience of vegans) they will happily buy it as an alternative. Expensive to produce, not environmentally sustainable or allergen-friendly, these two formulations had been used for years. Research also told us that those cheeses were made from only two formulations, either from nuts or coconut oil. “My partner, chef Shaun Quade and I, felt that existing dairy alternatives to cheese tasted terrible!

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