Prime Roots, founded in 2017 by Kimberlie Le and Joshua Nixon, initially experimented with koji to develop various meat alternatives. Last year, the company identified deli meats as its primary go-to-market strategy. In November, the Berkeley, California-based firm launched its sliceable mycelium-based deli meats and pate-like spreads on a small scale in retail markets. According to Prime Roots, these deli meats have consistently sold out at their limited retail partners, with sales figures being five to ten times higher than those of other meat alternatives.
The new funding will enable the company to expand its products to more grocery stores and deli counters. Currently, Prime Roots claims that its product range encompasses more than three-quarters of the deli meat options available in the market. Their offerings include Koji-Turkey in three varieties, Koji-Ham in three varieties, charcuterie options like Koji-Salami and two styles of Koji-Pepperoni, two varieties of Koji-Pate, Koji-Foie Gras, and Hickory Koji-Bacon. The key ingredient, koji, has been a staple in Asian cuisine for thousands of years, traditionally used to create and ferment soy sauce, sake, and miso. Prime Roots transforms the roots of this fungus, known as mycelium, into its meat analogs.
Le emphasizes that koji naturally possesses an umami flavor, making it an excellent base for meat-like products. The demand for deli meats has surged among consumers looking for healthy, convenient, and protein-rich options. During the COVID-19 pandemic, as people stayed home in 2020 and 2021, sales in this segment increased as consumers sought the comfort of sandwiches. As the U.S. transitions to a post-COVID era, with individuals returning to work and school, deli meat sales have remained strong as people resumed packing lunches. In the 52 weeks ending March 31, sliced deli meat sales generated $8.3 billion, according to Circana statistics reported by Supermarket News.
Last September, Le shared with VegNews that Prime Roots intended to make a significant impact by offering an option at the deli counter, noting that U.S. residents consume more deli sandwiches than burgers annually. While Prime Roots is not the only brand in the alternative deli slice market—larger companies like Nestlé’s Sweet Earth, Maple Leaf Foods’ Lightlife, and Tofurky also offer deli slices—Prime Roots stands out as the sole provider selling its bulk meat alternative to grocery stores for custom slicing. Furthermore, it is the only brand utilizing mycelium instead of plant-based proteins.
Interestingly, the company incorporates calcium citrate made from mycelium into its products, enhancing their nutritional profile. This innovative approach not only distinguishes Prime Roots from its competitors but also aligns with the growing consumer demand for healthier, protein-rich deli options.