How to sell vegan foods to meat lovers

It's tough to be a vegetarian in a world full of carnivores.

It's even tougher to be a startup selling a vegan egg-substitute into a world full of carnivore-dominated market, but that's exactly what Umami United is doing.

Umami United founder Hiro Yamazaki explains that the real diver for vegan-food adoption is not ethics or sustainability, but simple economics.  The startup's market traction seems to show that he and the team are on the right track.

We talk about the importance of keeping an open mind about product-market fit, Japan's unusual dietary habits and how to go global on a limited budget.

It's a great conversation, and I think you'll enjoy it.

Show Notes

Why are there so few vegetarians in Japan

Overcoming the "vegetarian" stigma

Why Japan has the world's 2nd highest per-capita egg consumption (really!)

The different go-to-market strategies for Japan and overseas

Why industrial kitchens want to move away from natural eggs

The challenges in restaurant and home use