Winning Back Trust in Alternative Protein

Can alternative protein earn back meat-eaters’ trust? At Prime Roots, CEO Kimberlie Le believes the answer lies in reinventing the deli—one of the most consumed, and most distrusted, meat categories. Using koji mycelium and chef-led formulation, Prime Roots has developed clean-label deli meats that meat-eaters often prefer in blind taste tests.In this episode, we break down how their ingredient simplicity, category focus, and manufacturing efficiency unlock a more scalable, credible path for the future of food.Tune in to learn how Prime Roots is rebuilding belief in alternative protein—one deli cut at a time..--- Hey Climate Tech enthusiasts! Searching for new podcasts on sustainability? Check out the Leaders on a Mission podcast, where I interview climate tech leaders who are shaking up the industry and bringing us the next big thing in sustainable solutions. Join me for a deep dive into the future of green innovation exploring the highs, lows, and everything in between of pioneering new technologies.Get an exclusive insight into how these leaders started up their journey, and how their cutting edge products will make a real impact. Tune in on…YouTube: https://www.youtube.com/@leadersonamissionNet0Spotify: https://open.spotify.com/show/7o41ubdkzChAzD9C53xH82Apple Podcasts: https://podcasts.apple.com/us/podcast/leaders-on-a-mission/id1532211726…to listen to the latest episodes!Timestamps:00:00 – The trust gap in alt-protein01:12 – Kimberlie’s flexitarian roots05:36 – Why the deli—not burgers08:12 – Koji fermentation and clean labels10:16 – Rebuilding trust through taste14:01 – Blind taste test wins18:39 – Product lineup: ham to salami23:26 – Distribution and go-to-market28:18 – Scaling with margin disciplineUseful links: Prime Roots  website: https://www.primeroots.com/Prime Root’s LinkedIn: https://www.linkedin.com/company/primeroots/Kimberlie Li LinkedIn: https://www.linkedin.com/in/kimberliele/Leaders on a Mission website: https://cs-partners.net/podcasts/Simon Leich’s LinkedIn: https://www.linkedin.com/in/executive-talent-headhunter-agtech-foodtech-agrifoodtech-agritech/