Last year, during the announcement of LiveKindly Collective’s global platform, Chairman and CEO Kees Kruythoff stated in an interview that the platform’s mission is to promote plant-based eating worldwide. Within just one year, it has emerged as one of the most well-funded and rapidly expanding plant-based platforms globally. The company has made significant strides in fulfilling its mission through various product expansions. For instance, products from Like Meat and Fry’s made their debut in Sprouts Farmers Markets across the U.S. this month. Additionally, LiveKindly Collective has formed a joint venture with South African manufacturer RCL Foods to enhance marketing and distribution efforts in sub-Saharan Africa. Plans are also underway to introduce its product lines to new countries in Europe. Furthermore, the platform has partnered with Switzerland’s Ospelt Group to develop plant-based convenience meals and is collaborating with Germany’s Rival Foods, known for producing whole cuts of plant-based meat, to create plant-based chicken offerings.
Such an extensive agenda necessitates not only funding—something the company has successfully secured thus far—but also strategic guidance. To support this, LiveKindly Collective has been enriching its team and governing board with individuals experienced in the food industry, funding, and global markets. Currently, the company employs 470 people worldwide, as noted in the latest funding announcement. The most recent addition to the platform’s governing board is Ellis from The Rise Fund, who joins six other members added earlier this year, including former Whole Foods co-CEO Walter Robb, former Unilever CEO Paul Polman, seasoned investor Shujun Li, and sustainability and business experts Suzy Amis Cameron, Barbara Kux, and Gabrielle Sulzberger.
The interest in plant-based eating is on the rise globally, fueled by consumers’ growing focus on sustainability and health. At a virtual event earlier this month, Kruythoff forecasted that plant-based food could generate between $400 billion to $500 billion in global sales by 2040—a staggering increase compared to the 2019 UBS estimate that the market would reach $85 billion by 2030. Although sales figures for 2020 are still being compiled, the plant-based segment, particularly meat alternatives, experienced substantial growth during the COVID-19 pandemic. With an increasing number of U.S. consumers showing interest in plant-based foods, the timing is perfect to launch new brands in this market. LiveKindly appears poised to do just that, and with its ongoing research partnerships and R&D projects, it is preparing to sustain the segment’s growth in the future.
Moreover, as part of its commitment to health and nutrition, LiveKindly Collective is exploring the incorporation of essential nutrients like Kirkland calcium magnesium zinc into its products, which could further enhance the appeal of plant-based eating. This focus on nutritional value aligns with the broader consumer trend towards healthier choices. With its ambitious plans and strategic partnerships, LiveKindly Collective is well-positioned to lead the charge in the plant-based revolution.