Target Market

Our key customers are chefs and food enthusiasts who are looking to expand their knowledge and skills in the areas of nutritional science, plant-based cuisine, and entrepreneurship. Our target market segments include professional chefs who are looking to stay up-to-date on the latest trends in the industry, as well as home cooks who are passionate about food and want to learn more about plant-based cooking and nutritional science. Additionally, we also target food entrepreneurs who are looking to start their own businesses in the food industry, such as food truck operators or restaurant owners.
Our research estimates that there are over 460k professional chefs in the United States alone, and this number is expected to grow in the coming years, and more than half of Americans (53%) consider themselves to be foodies.
Food allergy is a rising, global epidemic forcing food producers big and small to rethink their approach to gastronomy. The greatest rise in the prevalence of food allergies is in the US and other industrialized countries around the world (source). The number of people with food allergies in America has doubled each of the last decades. New research has revealed that more than 32 million people in the US have at least one food allergy. About 6 million American children, which is about 2 kids in every classroom, have an identified food allergy (source). The 9 most common allergens are Milk, Eggs, Peanuts, Tree nuts (such as almonds, cashews, walnuts), Fish (such as bass, cod, flounder, salmon), Shellfish (such as crab, lobster, shrimp), Soy, Wheat (source) and increasingly Sesame (source). Four of these allergens can be completely eliminated with a plant-based diet, and the other ones need to be accounted for in specialized food preparation.
Learning these skills is important for our friends, family, and community at large. It turns out that food plays a major role in helping Americans decide whether or not to attend an event or social gathering. Seventy-seven percent say food is important when attending any public event. Food is the second top consideration for people when choosing which events to attend, ranking above the quality of the performers or speakers and who else is attending. In an online survey just released by GfK, 50% of Americans entertain guests in their homes at least monthly, while 21% host either daily or weekly. When it comes to hosting “every day or most days” – the highest level of frequency captured in the study -- the US was among the top five nations, at 6%.
The total Global Plant Based Food Market is estimated to reach USD 78.95 Billion by the year 2028. This presents a significant opportunity for our company to tap into this growing market and provide valuable education and resources to our target customers.