Actress Anne Hathaway’s investment in food-tech startup The Every Co., announced [February 1], 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.
“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,” [The EVERY Company CEO Arturo] Elizondo said.
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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.
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“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.”
