Getting close to the customer experience and targeting early adopter markets.

For many people across the world, Thai is the preferred cuisine for a Netflix evening takeout or a special dinner. Smith Taweelerdniti, founder of Let’s Plant Meat, is developing plant based meat for Thai dishes. The trick he says is to try and meet the whole customer experience of savouring the Thai Basil chicken and not just to make the product taste like meat. Targeting early adopter markets – for example expat communities in digital nomad havens of Bangkok, Chiang Mai and Phuket – provides the company with the initial niche markets. It is also easier to reach global markets as it does not made from animal products.

Plant based meat is good for the global climate but it also helps to clear up local pollution. Chiang Mai, the much loved tourist destination, is suffering from pollution arising from the need to grow crops to be used as animal feed. Let’s Plant Meat also claims that it improves health.