In today's world, the demand for sustainable food sources has never been higher, and tempeh is at the forefront of this transformation. Chris Kong, co-founder and CEO of Better Nature, has become a key player in bringing this ancient Indonesian food to the UK market, helping consumers rethink their protein sources. With a background in biochemistry and a passion for sustainable living, Kong has taken his extensive knowledge and practical experience to create a company that not only delivers delicious tempeh but also promotes plant-based nutrition in a significant way.
Tempeh, a fermented soy product, offers a plethora of health benefits, including being high in protein, rich in fibre, and beneficial for gut health. This aligns perfectly with the growing awareness around health conscious eating and environmental sustainability. However, implementing changes in consumer behaviour is no easy task. Kong shares key insights into the process of educating consumers about the benefits of tempeh, particularly when many people may have never even heard of it.
Kong's journey began with a master's degree in biochemistry from Oxford University, where his scientific expertise merged with entrepreneurial ambition. He always felt an inclination towards business, even from a young age. While many of his peers flocked to traditional careers in consultancy, Kong dared to challenge the status quo, driven by a desire to make a tangible impact on the world. He was in search of an opportunity to marry his passion for sustainability with a viable business model that could foster positive change.
The encounter with tempeh came about during the GAP Summit, where Kong met his future co-founders. The discussions around tempeh fermentation piqued his curiosity and opened up avenues he hadn't yet explored. With initial funding from a start-up competition, Kong and his team set off to create a product that could stand out in the crowded market of meat alternatives. Their mission: to make eating whole food plant-based wonderfully accessible and commonplace.
Building the business came with its own set of challenges, most notably finding a manufacturer that could cater to their specific needs. Unlike many food startups, who may opt for in-house production, Better Nature sought a partnership with an established manufacturer to expedite their go-to-market strategy. This decision was crucial in their early days and allowed them to maintain a focus on product quality and brand development.
Once their product was ready, launching directly to consumers via their e-commerce platform marked a key milestone, especially as they navigated the challenges of early 2020. The COVID-19 pandemic reshaped the landscape for many businesses, and Better Nature was no exception. Their efforts to build a strong online presence allowed them to weather some of the immediate impacts of the changing retail environment.
Crucially, Kong emphasises that understanding their target audience has been vital for Better Nature’s success. Their messaging focuses on tempeh's health benefits while catering to the everyday consumer looking to make informed dietary choices. The brand has since evolved to position tempeh not merely as a meat substitute but as a staple in health-oriented diets. This rebranding effort showcased their commitment to not only promote tempeh as a versatile ingredient but also to inspire a shift towards sustainable eating practices.
Overall, the story of Better Nature underscores the power of innovation, collaboration, and determination. Chris Kong's vision and dedication to making tempeh a household name stands as a testament to the potential of plant-based nutrition. As consumers continue to demand healthier, sustainable options, the future of Better Nature looks bright as they forge ahead in transforming how people perceive plant-based protein.
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