WEBVTT - Konscious Effort for Plant-Based Sushi

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<v Speaker 1>You're listening to Bloomberg Business Week with Carol Messer and

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<v Speaker 1>Tim Stenebek on Bloomberg Radio.

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<v Speaker 2>We're going to talk about something different. Right now, we

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<v Speaker 2>have a really cool guest.

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<v Speaker 3>Or the same, depending on your pet.

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<v Speaker 2>That's true. He has bicycled more than thirty four hundred

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<v Speaker 2>miles from Montreal to the Pacific Ocean. Classically trained French chef,

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<v Speaker 2>he's founded a couple of food companies. He has sold them.

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<v Speaker 2>He has spent more than three decades thinking about the

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<v Speaker 2>vegetarian food world, creating everything from a veggie hot dog

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<v Speaker 2>and more. Matt, so he knows the space, all.

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<v Speaker 3>Right, I'm interested. I'm very interested to hear about this

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<v Speaker 3>because I would love to be a vegetarian if I could.

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<v Speaker 3>The way we treat, especially factory farm, which is almost

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<v Speaker 3>all of our animals from cows to chickens, is disgusting.

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<v Speaker 2>Yeah, processes.

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<v Speaker 3>On the other hand, meat is so yummy and it's

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<v Speaker 3>packed with protein.

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<v Speaker 1>Right.

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<v Speaker 2>Also yummy is seafood, and he's now got a new

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<v Speaker 2>venture involving vegan seafood. It's known as Conscious Foods. So

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<v Speaker 2>with us is is chef Eve Potvinn. He's president and

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<v Speaker 2>founder of garden. I believe I'm saying it, I hopefully

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<v Speaker 2>correctly and Conscious Foods with us on Zoom from Vancouver,

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<v Speaker 2>British Columbia. And forgive me if I've mispronounced. I studied

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<v Speaker 2>a lot of Spanish, not a lot of French.

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<v Speaker 3>Now, but it's a famous name here in New York, pot.

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<v Speaker 2>Dan, you know, yes, it is, it is. That is true. Welcome, Welcome.

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<v Speaker 2>Tell us a little bit about yourself, because you have

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<v Speaker 2>done some really interesting stuff and you've really spent a

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<v Speaker 2>lot of time on you know, the vegetarian world and

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<v Speaker 2>the plant based food world.

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<v Speaker 1>How come well, Matt, I'm like you, I'm a flexitarian,

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<v Speaker 1>so you know, I believe there's you should always try

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<v Speaker 1>to make a contribution for a bit of world. And

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<v Speaker 1>so I was, like you said, trained chef, and somehow

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<v Speaker 1>I humble into the plant based business. And for the

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<v Speaker 1>last over thirty years I've been developing different brand and

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<v Speaker 1>very excited to present Conscious Conscious with the Cave today.

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<v Speaker 1>So we're a new innovative brand and we're on a

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<v Speaker 1>mission to change the way that people eat by providing

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<v Speaker 1>a line of frozen sushi or nigiri and poke bol

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<v Speaker 1>that this is close to my heart that it tastes

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<v Speaker 1>good first, and it's good for the people, good for

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<v Speaker 1>the planet. And we're so excited to launch our nationwide

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<v Speaker 1>with folk food this week.

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<v Speaker 3>I mean, it's I think an issue that's close to

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<v Speaker 3>our hearts as well. Carol and I are both scuba divers,

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<v Speaker 3>and we've all seen the problems. All of us that

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<v Speaker 3>have been underwater have seen the problems that giant fishing

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<v Speaker 3>expeditions create. And then for a while I thought, Okay, well,

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<v Speaker 3>factory farm salmon, that must be a better alternative. Turns

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<v Speaker 3>out it really isn't, because they don't do a good

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<v Speaker 3>job of raising those fish either. But the taste has

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<v Speaker 3>been a problem for me. I've only try artificial you know,

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<v Speaker 3>plant based beef burgers like Impossible Burger or what's the

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<v Speaker 3>other one beyond beyond meat. I couldn't really stomach either

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<v Speaker 3>one of them. So how do you overcome that problem?

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<v Speaker 1>And that's why I'm so excited to be here in

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<v Speaker 1>talking to you, Matt and Caroll, because evidently you are conscious,

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<v Speaker 1>you are aware of your environment and the way the

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<v Speaker 1>younger population today they vote with them out and they say, well,

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<v Speaker 1>I want a better future, So it has to be

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<v Speaker 1>something that tastes good, it's good for the environment. And

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<v Speaker 1>another thing that we're excited about conscious is that we

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<v Speaker 1>have price parity. So a lot of the company that

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<v Speaker 1>you mentioned before, I think there's something like twenty percent

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<v Speaker 1>of the population that would like to incorporate plant based

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<v Speaker 1>protein in our diet, but they say it's too expensive.

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<v Speaker 1>Well with the person I think of this new generation

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<v Speaker 1>innovative brand that it's price parity. It's not more expensive

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<v Speaker 1>and nutuitional traditional protein. So but because of my chef background,

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<v Speaker 1>it has to taste good and consumer now they're looking

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<v Speaker 1>for sustainable choice that are affordable, and so you can

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<v Speaker 1>go to Whole Food and buy a California role a

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<v Speaker 1>Japanese courier in the gary or salmon poke bowl and

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<v Speaker 1>it's going to cost you seven ninety nine or eight

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<v Speaker 1>ninety nine. You don't have to break the bank to

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<v Speaker 1>eat consciously. Now.

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<v Speaker 2>I guess the one thing too I will go back

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<v Speaker 2>to is things like impossible and beyond me. What I

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<v Speaker 2>had had a problem with Eve is that there's a

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<v Speaker 2>lot of sodium in and to me, that wasn't I

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<v Speaker 2>think of planet based proteins and I think healthier and

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<v Speaker 2>less impact on the environment, like it has to take

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<v Speaker 2>off a bunch of boxes for me in order and

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<v Speaker 2>it has to taste good. So tell us about the

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<v Speaker 2>nutritional value or some of the metrics so that if

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<v Speaker 2>I turn over the box, what am I going to

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<v Speaker 2>see when it comes to sodium or.

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<v Speaker 3>By the way, that's a lot of boxes. It has

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<v Speaker 3>to tick better for the environment, yep, it has to

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<v Speaker 3>cost the same or around the same. Right, it's got

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<v Speaker 3>to taste good and it's got to be good for

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<v Speaker 3>you because obviously Eve, you know, uh, there's a lot

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<v Speaker 3>of protein and meat and it's not packed with salt.

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<v Speaker 1>As Carol says, yeah, totally right. And so we are

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<v Speaker 1>looking at and Matt, you're you're totally right. You know,

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<v Speaker 1>in our lifetime, we know that somewhere in the next

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<v Speaker 1>twenty thirty years we're going to drive elect a car

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<v Speaker 1>or any other form of a car that is not

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<v Speaker 1>fueled by petroleum. But it's the same thing in our life.

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<v Speaker 1>We know most of the farm, most of the fish

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<v Speaker 1>we're going to EAT's going to be farm farm raised,

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<v Speaker 1>and you know, a lot of salmon in the market

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<v Speaker 1>right now. It's artificial color, artificial flavor, et cetera. So

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<v Speaker 1>we're on a mission to change the way we eat.

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<v Speaker 1>I said earlier, is because we have a third of

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<v Speaker 1>the sodium of traditional sushi that you eat in the supermarket.

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<v Speaker 1>We have less fat, and we have ingredient that are

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<v Speaker 1>easily recognizable. So our tuna as first ingredients is organic tomato.

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<v Speaker 1>The second one is conjact. Conjact is a rude vegetable

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<v Speaker 1>that has tremendous dietary fiber and it's good for you.

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<v Speaker 1>So yes, there's many books that the customer is looking.

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<v Speaker 1>First of all is the price, Well, we take care

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<v Speaker 1>of that one. Nutritional we have about half of the

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<v Speaker 1>protein right now that salmon or tuna has. But it's okay.

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<v Speaker 1>Most people don't buy just because of the protein, they

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<v Speaker 1>buy because of the whole package. But we are working

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<v Speaker 1>very closely to trying to increase the level of protein.

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<v Speaker 1>No artificial ingredient, non GMO, organic ingredients, etc. So I

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<v Speaker 1>think we've done a good job putting your package. But

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<v Speaker 1>most important, it's convenient. My wife likes to say frozen

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<v Speaker 1>to yummy in five minutes, and people ask me that

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<v Speaker 1>why do you need frozen sushi? Well, there's twenty thousand

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<v Speaker 1>sushi restaurant in North America. There's a need for it

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<v Speaker 1>to have it in your freeze.

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<v Speaker 2>But you know something like salmon, right, I go for

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<v Speaker 2>it because of the Omega three fatty acids. Right, that's

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<v Speaker 2>good for me, and I would rather, you know, kind

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<v Speaker 2>of grew up with a family. You know, everything in

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<v Speaker 2>moderation and better to eat as true to how it

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<v Speaker 2>is grown or cultivated, hopefully and do less of it.

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<v Speaker 2>So do I get that benefit?

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<v Speaker 1>You do? We have ome got three comes from different sorts.

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<v Speaker 1>One of them is the fish oil, but it's also

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<v Speaker 1>vegetable oil that we incorporate in our product that has

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<v Speaker 1>the same level as ome got three that you have

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<v Speaker 1>in traditional fish.

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<v Speaker 2>Interesting, really interesting.

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<v Speaker 1>I'm convinced.

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<v Speaker 3>I'll tell you what. I'm convinced enough. We have a

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<v Speaker 3>whole foods right down here. Try on third and fifty seventh.

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<v Speaker 3>I'll walk down there and get some for sure.

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<v Speaker 2>Yeah, I'm try.

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<v Speaker 1>Just follow the instruction, very tree easy way to prepare

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<v Speaker 1>it microwave one minute. If you don't like microwave, you

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<v Speaker 1>can put the patent pending packaging in hot water for

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<v Speaker 1>eight minutes, or you could leave it at room temperature

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<v Speaker 1>and it's ready. Polyunch.

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<v Speaker 2>We're talking with Eve Puffin, president and founder of Conscious Foods,

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<v Speaker 2>on Zoom from Vancouver, British Columbia. Hey, Eve, one thing

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<v Speaker 2>I wanted to ask you. I mean, Matt and I

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<v Speaker 2>talk a lot about food and just the way we

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<v Speaker 2>produce things and trying to feed this world, and a

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<v Speaker 2>lot of the ways that we do it are not

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<v Speaker 2>great for the environment. There's also a lot of food waste.

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<v Speaker 2>And there's an interesting Bloomberg opinion columnist that talks about

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<v Speaker 2>big food should be esg's next target, basically just going

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<v Speaker 2>after the alter processed food makers.

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<v Speaker 3>Should be esg's first target. Should have been esg's first target,

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<v Speaker 3>because if you want to stop carbon emissions, right, you

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<v Speaker 3>got to go after the beef industry, even before you

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<v Speaker 3>go after the internal combustion engine.

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<v Speaker 2>So how do you think about all of this? You know,

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<v Speaker 2>you've been working in the food industry for a long time.

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<v Speaker 2>How do you think about it and what is a

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<v Speaker 2>better way forward?

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<v Speaker 1>Well, it's about diversity. You know, last year August, we

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<v Speaker 1>reached the milestone of eight billion in population. We know that,

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<v Speaker 1>and that's what's one of the reasons. You know, I

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<v Speaker 1>have a younger daughter when she was born not that

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<v Speaker 1>long ago. Twenty five years ago, the population was three

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<v Speaker 1>point seven billion. Now we're at eight and we're going

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<v Speaker 1>to be at ten billion. So and that was my idea,

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<v Speaker 1>And I said, Lissonse, we know and think in Vancouver's

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<v Speaker 1>salmon reach the price of thirty dollars a pound this summer,

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<v Speaker 1>so traditional protein is going to go higher and higher

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<v Speaker 1>in price. So why not diversify the protein and use

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<v Speaker 1>the plant base, you know. And the question is having

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<v Speaker 1>manufactured and processor like the innovator that takes those protein,

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<v Speaker 1>the pea protein, all the different sources of protein put

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<v Speaker 1>it in a way and a forming in the shape

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<v Speaker 1>that people are accustomed to. Because people won't start feeding

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<v Speaker 1>themselves lentil and chickpea and a thing like this is

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<v Speaker 1>too complicated. So and that's what we do. We use

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<v Speaker 1>traditional sushi and we make our own snow crab, our

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<v Speaker 1>own to our own salmon. And I'm really excited for you, Matt,

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<v Speaker 1>to go try it, because you're going to say, wow,

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<v Speaker 1>this tastes great. And I feel very proud about what

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<v Speaker 1>we accomplish. And I think the world is changing. The

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<v Speaker 1>younger population is voting with them out and I think

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<v Speaker 1>the question of using all our source of protein. That

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<v Speaker 1>is what we're going to find a solution, not just beef,

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<v Speaker 1>not just seafood, but using the protein from a variety

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<v Speaker 1>of sorts. Seaweed is fantastic source of proutein all right.

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<v Speaker 3>So, and the sushi, it's packed full of protein. What's

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<v Speaker 3>the protein and the calorie value of that of that

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<v Speaker 3>sushi those California roles.

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<v Speaker 1>Calorie is about three hundred and fifty calorie for eight

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<v Speaker 1>coin and it's about you know, traditional sushi is about

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<v Speaker 1>eight percent protein. This is about four percent. So, but

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<v Speaker 1>most people don't go to the sushi and say I'm

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<v Speaker 1>eating there because of protein. Most people have too much

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<v Speaker 1>protein and their dye. That's that's that's the reality. So

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<v Speaker 1>I think it's more about nutrition. What you bring nutrition,

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<v Speaker 1>and I think our product is pack of neutral. We

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<v Speaker 1>have all dividing in d A, b et cetera that

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<v Speaker 1>your body needs so and it. But most important is

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<v Speaker 1>what we're offering is convenience. You can have sushi, unigary,

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<v Speaker 1>poke bol at lunch, dinner, snack, have a party with

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<v Speaker 1>your friend. So having the product available in your freezer

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<v Speaker 1>and ready in five minutes, and it's about giving a

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<v Speaker 1>choice to the consumer that whenever you want, you can

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<v Speaker 1>have a product that you like. Like I said earlier

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<v Speaker 1>twenty thousand sushi, five thousand poke bowl wrestlant, there's a market.

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<v Speaker 2>For so Eve as demand. Let's assume that this takes

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<v Speaker 2>off and as demand picks up, can you keep it

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<v Speaker 2>at the cost level that you have now or will?

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<v Speaker 2>Just like with kind of regular food, it just feels like,

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<v Speaker 2>as you said, the growing population, like demand just has

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<v Speaker 2>gotten out of control. And as the developed world has

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<v Speaker 2>a much more or the developing world has more of

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<v Speaker 2>a developed diet, like right, there's more demand of that

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<v Speaker 2>traditional food thing. So the cost, I'm just curious about

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<v Speaker 2>the process and the cost as demand ramps up.

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<v Speaker 3>The main one of the main inputs peas.

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<v Speaker 1>Well. The rice comes from California. All our vegetables are

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<v Speaker 1>from British Columbia, so we're trying to buy local as possible.

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<v Speaker 1>But we have a thirty four thousand square feet facility

0:13:21.480 --> 0:13:25.920
<v Speaker 1>in Vancouver. Over here we can produce four thousand row

0:13:26.000 --> 0:13:29.800
<v Speaker 1>an hour, so that's that's a fair amount of volume.

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<v Speaker 1>But our plan is to open a factory or a

0:13:32.800 --> 0:13:36.600
<v Speaker 1>processing facility in the US. One in Asia and one

0:13:36.640 --> 0:13:41.360
<v Speaker 1>in Europe. So your question, Carol, is more about ingredient.

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<v Speaker 1>Has you increased the demand? Well, the beauty with root

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<v Speaker 1>vegetable is you can grow more, you know from I'm

0:13:50.400 --> 0:13:54.760
<v Speaker 1>not anti beef, I'm not anti fish, but it's just

0:13:54.840 --> 0:13:59.520
<v Speaker 1>it's not a logical way to grow your protein. It

0:13:59.559 --> 0:14:03.240
<v Speaker 1>takes eighteen months to raise the cattle and half of

0:14:03.240 --> 0:14:06.240
<v Speaker 1>the you know take you fit it more than what

0:14:06.320 --> 0:14:08.960
<v Speaker 1>you get at the end, so versus the plant based protein.

0:14:09.000 --> 0:14:11.040
<v Speaker 1>That's why it makes so much sense.

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<v Speaker 2>Even with climate change, even with climate change making it

0:14:14.360 --> 0:14:16.600
<v Speaker 2>sometimes more problematic or difficult.

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<v Speaker 1>And depending what you're growing, Carol, you see if you're

0:14:20.480 --> 0:14:24.480
<v Speaker 1>growing more corn or more wheat or more soy. But

0:14:25.440 --> 0:14:28.960
<v Speaker 1>you know there's a lot of place in Asia, for example,

0:14:29.040 --> 0:14:33.520
<v Speaker 1>that's where the root vegetable conscious. It's all over Asia.

0:14:33.800 --> 0:14:37.280
<v Speaker 1>But rice, there's lots of room to grow rice and

0:14:37.360 --> 0:14:39.960
<v Speaker 1>so and you need you need to eat something. You know,

0:14:40.200 --> 0:14:43.320
<v Speaker 1>at one point people asking me why in my previous business,

0:14:43.320 --> 0:14:46.440
<v Speaker 1>why are you using wheat or soy excecaid. I don't

0:14:46.520 --> 0:14:48.640
<v Speaker 1>use nilk, I don't use dairy, I don't use egg.

0:14:48.880 --> 0:14:51.440
<v Speaker 1>You need to eat food something you can't just live

0:14:51.480 --> 0:14:55.400
<v Speaker 1>with with water and air, and I think the food

0:14:55.400 --> 0:14:59.680
<v Speaker 1>we grow, the food we use that conscious is very good.

0:14:59.720 --> 0:15:03.400
<v Speaker 1>And yes, it's just pay them interesting, all.

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<v Speaker 2>Right, We're going to leave it on that note. Really

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<v Speaker 2>really fascinating. And I do feel like more and more

0:15:08.760 --> 0:15:13.320
<v Speaker 2>we continue to see the food space slowly being disrupted, if.

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<v Speaker 3>You will, Yeah, well, And I'm also the deeper I

0:15:16.120 --> 0:15:19.120
<v Speaker 3>look into it, the more problems I have with the

0:15:19.120 --> 0:15:23.640
<v Speaker 3>way our food is produced or farmed or caught. And

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<v Speaker 3>as I said, you know, salmon is one of the

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<v Speaker 3>biggest conundrums because I don't want to support industrial fishing

0:15:29.520 --> 0:15:32.960
<v Speaker 3>and I don't want to support the factory farming of salmon,

0:15:33.600 --> 0:15:34.880
<v Speaker 3>but I love salmon.

0:15:35.040 --> 0:15:36.400
<v Speaker 2>There was just a story, did you see the New

0:15:36.480 --> 0:15:39.360
<v Speaker 2>York Times about the fate of Alaska's king salmon and

0:15:39.600 --> 0:15:42.640
<v Speaker 2>starving orcas at orcas like don't have enough food, and

0:15:42.720 --> 0:15:44.280
<v Speaker 2>so they're trying to figure out what to do, and

0:15:44.320 --> 0:15:48.000
<v Speaker 2>they're thinking about maybe that we have to stop fishing them.

0:15:48.000 --> 0:15:50.480
<v Speaker 2>But then you've got, you know, folks that rely on

0:15:50.560 --> 0:15:50.760
<v Speaker 2>it for.

0:15:50.920 --> 0:15:53.040
<v Speaker 3>Are and we can't and you can't, they won't stop.

0:15:53.600 --> 0:15:57.080
<v Speaker 2>I don't know, It's just tricky. Eve. Thank you so much,

0:15:57.160 --> 0:15:59.600
<v Speaker 2>really appreciate it, Eve Pop and hopefully you'll come back

0:15:59.600 --> 0:16:01.440
<v Speaker 2>soon and get us an update on the business. President

0:16:01.440 --> 0:16:04.680
<v Speaker 2>and founder of Conscious Foods, showing us on Zoom from Vancouver,

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<v Speaker 2>British Columbia,