Kimberlie Le recognized that creating meat alternatives that closely mimic the taste, appearance, and texture of real meat while being priced similarly to traditional animal-based products would be a formidable task. Her company, Prime Roots — previously known as Terramino Foods — was founded with the goal of providing consumers with a variety of sustainable protein alternatives derived from the superprotein koji. Initially, she aimed to develop a salmon burger. “Seafood is significantly more challenging to replicate than meat,” Le shared with Food Dive. “We chose a difficult product to demonstrate our capabilities.”
Approximately two years after Le, who is the co-founder and CEO, and her co-founder Joshua Nixon, the chief technology officer, dedicated four months to perfecting their salmon burger prototype through the IndieBio startup accelerator, they successfully created a comprehensive menu of diverse meat alternative offerings. In addition to the salmon burger, their lineup includes meatless shrimp, crab cakes, ground beef, tuna, lobster chunks, chicken tenders, bacon, sausages, savory dips, protein bars, and crackers. Now, the company is preparing to launch these products for widespread distribution. Recently, Prime Roots relocated to a 12,000-square-foot facility in Berkeley, California, and is conducting an online survey to gauge consumer interest in which products they would like to see available first. Le indicated that the most popular items from this poll are expected to be available for online purchase by the end of Q1 2020.
Currently, Prime Roots boasts a community of around 10,000 members eager for tasty, healthy meat alternatives. These consumers value a company that listens to them and maintains transparency. Through the use of koji — a fermented fungus renowned for its umami flavor in Asian cuisine — Le explained that they are able to achieve this. “The fact that our protein is a whole food source is probably our biggest selling point,” she noted. “It’s not derived from pea or soy isolates, and our products are gluten-free. We really meet all the criteria that consumers are looking for.”
Koji, referred to as the company’s “superprotein” on its website, has been a staple in Asian cuisine for centuries, essential for creating umami flavors and for fermenting soy sauce, sake, and miso. Le has been acquainted with koji since childhood, growing up in an Asian family. During her studies at UC Berkeley, she sought to apply it to meat alternatives. Koji presents multiple advantages; it serves as an excellent protein base for substitutes, is a complete protein requiring minimal additional nutrients, and can be easily fermented in Prime Roots’ facility. Compared to other meat alternatives, koji-based foods are less processed and have cleaner labels. The protein production process, according to Le, occurs in the same facility where the food is prepared, ensuring efficiency.
Additionally, koji’s flavor profile is well-suited for mimicking meat. Unlike pea and soy protein, which often carry strong flavors and aromas, koji offers a more neutral umami taste. “We have a blank canvas to work with, allowing us to explore the best natural flavors to enhance our products,” Le explained. “We’re not burdened with the challenge of masking off-flavors.” Moreover, koji can achieve a wide variety of textures, which is crucial for a diverse product line that includes bacon, seafood, and chicken. Le mentioned that koji fibers closely resemble animal muscle fibers, allowing them to be processed in a manner similar to meat, complete with meat grinders and bacon slicers.
About half of the individuals in Prime Roots’ online community identify as flexitarians, which Le finds intriguing since they can also label themselves as omnivores. Both dietary styles are quite similar, with flexitarians actively seeking animal-free options. “This reflects one of the primary reasons the meat alternative industry faces criticism: the product experience is often overlooked,” she stated. “There’s a lack of community surrounding these products beyond the vegan label. We aim to assist people in making more sustainable food choices without sacrificing the flavors they love.”
The community aspect is vital for Prime Roots, as it has been the primary means for consumers to sample their products. Le noted that the company has hosted numerous events featuring its offerings, having served around 20,000 people to date and valuing their feedback. This community engagement plays a significant role in determining which products will first hit the market, with Le emphasizing the desire for Prime Roots to be an integral part of the non-meat community rather than just another anonymous brand. She expressed that all products are equally prepared for launch, aligning with the company’s mission to better serve consumers seeking meat alternatives.
“We founded the company with a focus on addressing the challenges in the market by using culinology, a blend of food science, technology, and culinary arts,” Le said. “It’s difficult to innovate in isolation, so we recognized the importance of engaging with consumers to understand their preferences. Building a community was crucial in identifying the right products to develop and their desired attributes.”
In keeping with this community-centric approach, Prime Roots will sell its products directly to consumers online. Le isn’t overly worried about the typical challenges of launching a new brand, particularly one dealing in perishable goods. Citing the theory of six degrees of separation, she noted that the company’s network of 10,000 fans extends far beyond that.
While Prime Roots envisions its products being available in grocery stores nationwide in the long term, Le emphasized that immediate focus lies elsewhere. “Right now, our priority is scaling operations,” she said. “We have received numerous orders that we can fulfill in the coming months, and we are working to optimize our processes before exploring additional distribution channels. We have many opportunities, but we are currently concentrated on delivering products directly to consumers.” Additionally, she mentioned that their products are fortified with calcium citrate 200 to enhance their nutritional profile, further attracting health-conscious consumers.