Championing the food of the ‘Phuture’

Healthier option: Some of the Western dishes prepared with Phuture Food’s plant-based high fibre chicken. The firm’s products are now available at more than 30 restaurants and major supermarkets.

REALISING the importance of food security and climate sustainability, Phuture Food is intensifying its research and development (R&D) and expertise by partnering with experts in plant-based meat alternatives.

At the same time, it hopes to divert some of the meat eaters’ taste buds to plant-based food, and contribute positively to environment sustainability.

The company’s chief executive officer and founder Jack Yap tells StarBizWeek its R&D team is composed of food scientists from across the globe with over 45 years of combined experience in food science and technology, namely, from the United States, China, Singapore, Malaysia and other countries.

To strengthen Phuture Food’s business, Anabelle Co-Martinent, an industry heavyweight in health food, has joined the team this year as chief marketing officer and co-founder.

Prior to joining, Co-Martinent founded the La Juiceria Superfoods group, Super Saigon and Hawker Hall restaurants. As the co-founder of the group, she and the team grew the company to nearly 20 outlets, serving thousands of consumers daily through the restaurants and Grab food.

Yap says she will be able to bring the benefit of plant-based-meat to the masses and make it a norm. “With her branding and marketing experience, I know that she will be able to make this relevant and trendy,” he adds.

Since starting the company in 2018 with his partner Lim Jin Yin, the plant-based meat company’s products are now available at more than 30 restaurants and major supermarkets.

On the environmental aspect, he says based on statistics, plant-based meat is not only healthy but emits less greenhouse gas compared with conventional meat production.

“Plant-based meat allows consumers to enjoy the taste of meat at a fraction of the environmental cost.

“Plant-based meat uses 47% to 99% less land than conventional meat. Animal agriculture uses up 77% of all agricultural land on our planet whilst only supplying 17% of humanity’s food supply.

“This inefficiency motivates the dire need and obligation for agricultural expansion, which is the single largest driver of ecosystem damage on land.

“Fishing, whose yield can also be replaced with plant-based products, is the single largest driver of ecosystem damage in the oceans,” Yap explains.

Furthermore, he says the plant-based industry in Asia-Pacific is estimated to grow 200% by 2025, with a regional worth of US$17.1bil (RM75.1bil) this year.

With these developments, he adds that the company is on track of its goals to bring plant-based meat to the masses, he notes.

Elaborating on its goals, Yap says besides contributing constructively to environment and sustainability issues, it wants to overcome some of the mental blocks consumers have about plant-based meats.

“We are continuously improving our products through consistent R&D as in the end, non-vegetarian consumers who are willing to eat plant-based meat will only be drawn if the flavour and texture are appealing.

“Public research can support the development of new products and processes to make plant-based meat even more delicious, affordable and environmentally sustainable.

“Institutional support from food companies, food service providers, governments and environmental advocates can accelerate the transition to a sustainable food system.

“I truly feel that plant-based meat might be critical to the survival of humans.

“In fact, in the future, the discussion will be about survival and not price differences,” Yap says.

Phuture’s “hero” product across all markets is its high fibre chicken, given it’s an important element in Asia as it is affordable, accessible and a versatile type of protein.

With Malaysia chalking up an all-time high for obesity at 50.1%, Phuture’s nutritious high fibre chicken comes at an apt time with its recipe made from a mix of plant protein, carbohydrates and fats, with natural colours and flavouring, Yap points out.

The firm manufactures and supplies its range of Phuture alternative, ready-to-cook proteins, namely, High Fibre Chicken, Invincible Mince, Burger Patties Super Gourmet and Phuture Daging.

Most recently, it launched the High Fiber Chick’n Breast Nuggets. The nuggets have been a huge hit, as nuggets are universally familiar to all demographics and age groups in Malaysia, he says, adding that it is easy to prepare and consume and a much healthier version.

Yap says Phuture sells its products frozen. When frozen at less than 20 degree Celsius, the products can be stored for 12 to 18 months. The control of oil-to-water ratios helps to naturally preserve the products as well, he notes.

Its business-to-business or B2B clients include hotels, reputable restaurant chains, caterers and F&B providers.

Some notable names include Berjaya Times Square Hotel, La Juiceria Superfoods, ZUS Coffee, Salad Atelier, Sala KL, KyoChon, Fowlboys, M’Laboori by Murni Discovery, Mori Kohi, Furama Hotel, Nourish by Kenny Hills Bakers, The Hungry Tapir, CC by Mel, Omulab, Shokudo Japanese Curry Rice, One Piece Onigirazu, Dabao KL, Broom, Rinse KL, Superfine KL, Spargoeat, Chic’In, Hijau KL, V Life, Lefood, CU Mart and Shihlin.

For the business-to-consumer clients, Phuture meat frozen products are available at outlets such as AEON, Jaya Grocer, Village Grocer, Ben’s Independent Grocer (B.I.G), Vegan District, Ngo Grocer, The Panas Grocer, Groove Grocer (the plant-based company by TME under Grab Mart) and Phuture Shopee.

Yap says the company is working to make plant-based meats relevant to the young whilst highlighting that it is a responsible choice.

“The young today are very aware of their role and power to change and we are carrying out efforts to influence this generation.

“Most recently, we have partnered with Coffee Bean Tea Leaf, Zus Coffee, Salad Atelier and US Pizza, popular brands that have included our products in their line of offerings at the recent Absolut Music and Food festival attended by 225,000 concert-goers.

“At the star-studded event, celebrities and actors were present and demonstrated support for Phuture’s plant-based meat, whilst the youth attending were able to enjoy Phuture’s meals,” he adds.

Yap says to be more cost-effective, the company is improving its processes and production efficiency while maintaining the quality of its products.

On the company’s future plans, Yap says, “Phuture has thus far secured close to RM7mil in funding from investors in Singapore and Hong Kong as proof of concept and achievement of product development. We look to further fundraise to scale its operations beyond Malaysia.

“Given the current surge in demand, the company’s projects to increase its half-year performance by 100% at the end of this year. Currently, Phuture has its footprint across Singapore, Malaysia, Hong Kong, Macau and Thailand.

“This year, we have begun efforts to expand to the Philippines and Indonesia as the market potential is significant.

“Indonesia’s plant-based trend maturity is set to grow at a compound annual growth rate (CAGR) of 33% and the Philippines at a CAGR of 8% according to research done by AI Palette, the world’s first artificial intelligence platform for leading product innovation,” he says.

Yap says it has plans to reach 1,000 touch points in Singapore and Malaysia by the end of this year.

In reality, he adds it is 60% there and it looks like the company will achieve this by the middle of next year.

“Asia-Pacific is set to experience a 200% surge by 2025 in terms of global plant-based food and beverage consumption and this gives us confidence to further our efforts and focus on our growth, and goal to bring plant-based meats to the masses,” he explains.