In this episode, New Zealand entrepreneur Jade Gray joins host Jim James to discuss how he built a thriving plant-based meat company called Off-Piste Provisions. After spending 20 years in China's food industry, Gray returned home to New Zealand in 2019.
He was inspired to create meat alternatives after analyzing the large carbon footprint of livestock. Off-Peast makes plant-based beef jerky, pork rinds, and other snacks by using pea protein and food technology to mimic meat textures and flavors. Gray talks about the challenges of launching a new category, building a team, getting distribution, marketing to meat reducers vs vegans, and raising capital.
He offers tips on how he uses mainstream PR rather than social media, keeps investors engaged continuously, and leverages government grants to establish legitimacy with media and consumers. Even though the product is unconventional, Gray's storytelling and entrepreneurial skills are proving this lean, green startup has huge potential.
The video covers a lot of ground, so let's dig into the main marketing insights:
1. **Purpose-Driven Mission**: Off-Piste Provisions aims to reduce greenhouse gas emissions by substituting livestock with plant-based meats. This mission is not only ethical but also deeply resonant with a particular consumer base.
2. **Target Audience**: Interestingly, their target audience isn't vegans or vegetarians but meat-reducers. They focused their marketing on individuals who are trying to cut back on animal-based foods.
3. **Packaging and Positioning**: The product packaging is designed to stand out against the competition and specifically caters to its target market. They've even used images of cows to celebrate the lives saved by reducing meat consumption.
4. **Localized Strategies**: While initially focused on New Zealand, Jade recognized the importance of localizing their marketing strategy to different geographical regions like Australia and the U.S.
5. **Storytelling and Media Outreach**: Jade believes in the power of storytelling, emphasizing the need for legitimacy when presenting a new, unconventional product. They secured government funding, providing credibility that appeals to mainstream media.
6. **Adapt and Overcome**: When COVID hit right before their market launch, they didn't pull back but proceeded cautiously, adapting their strategy to the new reality.
7. **Talent and Team**: Jade spent the first two years primarily focusing on recruitment, emphasizing the importance of aligning team members with the company's mission.
8. **Data-Driven Decisions**: Understanding consumer behavior is key. They focused on where their consumer shops, hangs out, and gathers information.
9. **Fail Fast and Learn**: They believe in failing fast and moving on, rather than doing detailed "autopsies" on unsuccessful initiatives.
10. **Lean Into Your Strengths**: Jade comes from a marketing background and knows it’s his "superpower". So he leans into that, while also recruiting to cover his weaknesses.
It's clear that Jade Gray has used a mix of traditional and unconventional marketing strategies to build Off-Piste Provisions. Whether it's positioning, storytelling, or tactical implementation, they've got a well-thought-out approach to getting their plant-based jerky into the mouths of consumers.