In an interview with Forbes “How NotCo Is Saving The Planet By Making Plants Taste Like Meat,” NotCo (IBSF05 2017) co-founder and CEO Matias Muchnick describes their process for using artificial intelligence algorithms to replace animal-based foods with sustainable plant-based alternatives. He also explains how the disruptive nature of their product has led the company to “be better” in all areas, including operations, supply chain, and packaging. Getting its start in the SOSV IndieBio program, NotCo has been funded by the likes of Tiger Global, Jeff Bezos Expeditions, and celebrities Lewis Hamilton, Roger Federer, and DJ Questlove, among others. Now valued at $1.5B, the company falls into the rare category of “good” unicorn, meaning it operates in service of at least one of the United Nations Sustainable Development Goals. NotCo addresses two—responsible consumption and production and climate change.
To reach maximum impact on climate change, Muchnick says the mass market is the key: “The thing is, if we just do a super plant-based, vegan, trendy, hipster well-being brand, we’re not going to move the needle of sustainability. We need to make a technology that will allow us to produce food products faster, better, more accurately, at less cost while using less resources. We need to be a mass market company, not niche.”