When Planterra’s Ozo brand launched on store shelves last year, CEO Darcey Macken recognized they were slightly lagging behind in a rapidly growing market. Plant-based meat was already gaining significant traction, with industry leaders like Impossible Foods and Beyond Meat dominating the space. Various plant-based brands, including those from large food corporations, private labels, and newer entrants, were competing for consumer interest. Although Planterra operates as the U.S. plant-based subsidiary of JBS, the world’s largest meat producer, the Ozo brand required distinctive features to capture attention on the shelf.
Based in Colorado, Macken sought inspiration from local food companies and found what she was looking for at MycoTechnology, a fermented protein ingredient company also located in the state. Established in 2013, MycoTechnology specializes in fermenting mushroom mycelia to produce functional food ingredients and is well-respected in the field of fermented products. Macken identified key ingredients at MycoTechnology that would set Ozo’s plant-based meat offerings apart. Drawing from her background in the yogurt industry, she understood that consumers often associate fermentation with enhanced functionality. “I thought, ‘Wow, they’re really onto something, and we want to be part of it together,'” Macken explained. By incorporating their fermented shiitake mushroom mycelia alongside their proprietary pea and rice blend, Ozo could emphasize the benefits of fermentation, such as improved gut health and overall well-being.
Earlier this month, Planterra and MycoTechnology formalized their collaboration through a partnership agreement focused on research and development. This alliance aims to create unique ingredients for Planterra’s plant-based products, although no new ingredients or products have been launched yet. In the weeks following the announcement, Ozo expanded its grocery lineup to include Nuggets, plant-based Chicken Patties, and Italian Style Meatballs in the frozen section, as well as Smokehouse Burgers and plant-based Ground Turkey in the refrigerated area. A company representative confirmed that these launches had been planned in advance and that all new items feature the same pea and rice blend fermented with MycoTechnology’s shiitake mycelia found in the original Ozo products.
According to MycoTechnology’s Chief Revenue Officer Jim Ellis, the partnership is fostering collaboration to tackle challenges faced by the plant-based food sector as a whole. He noted that both companies share a commitment to innovation. “We looked at our mission, which is to address the most pressing challenges in food and beverage today,” he said. “As we partner with Planterra, we will continue to explore ways to make plant-based foods more appealing in the short term, with exciting developments in meat alternatives and similar innovations.”
Both Macken and Ellis believe that growing consumer awareness of fermentation will benefit their collaboration. Initial research from Planterra indicated that 26% of Ozo purchasers were trying plant-based products for the first time, highlighting Ozo’s distinct appeal. This finding motivated the company to refine how they communicate the unique advantages that MycoTechnology’s ingredients bring to the final product. Planterra is now focusing on using packaging to emphasize that these fermented ingredients not only contribute to cleaner labels and reduced artificial processing but also support gut health.
Ellis added that by effectively conveying this connection, demand for fermented ingredients could increase. If consumers recognize the functional benefits of Ozo products, they will seek similar advantages in other offerings, enhancing the market understanding of MycoTechnology’s work. Furthermore, the partnership implicitly brings MycoTechnology closer to collaborating with JBS, as it facilitates connections between the meat giant and MycoTechnology for compatible ingredients.
Macken described the partnership as a collaboration between two startups, in a manner of speaking, aimed at bolstering each other’s growth. Both she and Ellis hinted at forthcoming initiatives that extend beyond conventional food manufacturing practices and expectations. “Our purpose as a company is not only to deliver the best taste and quality but also to enhance consumer access and promote the adoption of plant-based foods and their positive impact on the world,” Macken said. “This partnership accelerates our progress, while we assist in commercializing new technologies and food products.”
As they look ahead, they also plan to celebrate the potential of innovative products like calcium citrate soft chews, which align with their mission of enhancing consumer health through functional foods.