Earth’s population is expected to reach 10 billion people by the year 2050. The myriad problems created by our growing population concern everyone from urban planners, to climate researchers, to farmers and food scientists. Aleh Manchulianstau, a food scientist, and co-founder of PLANETARIANS, is tackling the challenge of feeding our rapidly expanding population head-on. And the most exciting part? The solution he’s working on doesn’t involve growing any additional crops.
In late 2016, Manchuliantsau stumbled across sunflower oilcake – the dry matter left after oil extraction from sunflower seeds – a 35% protein ingredient that is either completely discarded by the food industry or fed to cows, because of its hard, woodchip-like texture. Manchuliantsau saw tremendous inefficiency in the fact that cows are given feed that is 35% protein, when beef is only 26% protein. But he also saw an opportunity.
At the time, he and PLANETARIANS co-founder, Anastasia Tkacheva, were working on nutritionally complete meals for their previous company, 100%FOOD. Seeing the enormous potential in a 35% protein ingredient that costs a fraction of what other plant-based proteins do, he and Tkacheva pivoted 100%FOOD into PLANETARIANS and set to work on finding a way to make sunflower oilcake palatable and protein-available to humans.
They had a theory that steam explosion (a reaction that occurs when overheated liquid is exposed to the ambient environment and expands rapidly, crushing everything in its path) might puff the fiber, making it edible. Meanwhile, high pressure and temperature could cook and sterilize the feed grade ingredient in one step. However, they didn’t have the capital to purchase the necessary equipment, and co-packers were reluctant to help. Manufacturers were afraid that “food waste” could contaminate their equipment. Luckily, one of their advisors pointed them to the Food Science and Nutrition Pilot Plant at the University of Minnesota, and they were willing to help. The tests proved successful. Sunflower oilcake had been transformed into a food grade product and General Mills lab confirmed the nutrition facts! However, with an understanding of how few companies make it from concept to product success, they knew that their technology was useless without a spectacular product.
The PLANETARIANS team then worked on creating viable prototypes and a business model. They combined the puffed oilcake with different flours, starches, and seasonings, and created 72 different product variations in order to find the most delicious ones. From 72, they identified 6 favorites that they would continue to test and refine. As for the business model, the team knew that an accelerator program would provide them with critical guidance and key resources to help them succeed. They applied to the best known accelerator programs, and were thrilled to be accepted into the Techstars program.
While at Techstars, they refined their packaging, marketing and business model through relentless experimentation:
What do we need to change about the product?
– Make the color brighter and the texture lighter.
What nutrition claims on the package work best in the market?
– Vegan, gluten-free, low-calorie, low-fat, low-sugar.
What kind and what size of the packaging should we use?
– Rigid for online delivery, eye-catchy for the shelves at supermarkets.
As a result, not only every aspect of the company and products was examined, tested, and improved. On the Demo day co-founders managed to convince Techstars founder Brad Feld to invest in PLANETARIANS.
PLANETARIANS did a full-scale production run in early 2018 and launched products on both their website and Amazon.com in March 2018. Through only these channels, they have sold over $37,000 worth of sunflower chips within the first three months.
They see the transformative potential of using defatted seeds for human food products: the world supply of this highly nutritious, discarded ingredient is enough to feed 1.5 billion people.
Replacing 30% of all-purpose flour with defatted seeds doubles the protein and fiber content, keeping the same price. Replacing 50% of All-purpose flour with SunMeal triples the protein and fiber content.
They envision a variety of products made from defatted seeds, and hope that someday, technology like theirs will ensure that 100% of our crops can be used for human consumption.
During challenging moments, and as for any startup, there have been many, the team follows Investor Lisa Gansky’s advice: “You told me that PLANETARIANS are people who think that using 100% of plants is planet friendly. That using 100% of the plant is another way to make our meals wholesome. That using 100% of the plant is a way to feed the growing population. [Always remember] that what you’re offering is a win-win for people and the planet!”
This month PLANETARIANS starts a challenge to let everyone to join their journey, as they aim to heal the world. PLANETARINANS is calling all food scientists, food tech innovators, and even home cooks to create food that is better for the planet.
“While we can’t offer you money, we’re providing an opportunity to join the team, get featured in the media, or even fund your project with our investors” – says Aleh Manchuliantsau.
You may want to get your free set of ingredients, on the challenge page: https://www.planetarians.com/join.
