Protein-infused products are taking center stage, with offerings like protein water, protein ice cream, protein pasta, protein cookies, and protein cereal readily available for those looking to boost their daily protein intake. Analysts predict that the global protein ingredients market will reach $47.4 billion by 2032, signaling a rising obsession with this vital macronutrient. However, it’s important to note that the focus isn’t solely on meat; plant-based alternatives are also gaining traction as biotech companies develop innovative ingredients that replicate the qualities of animal meat while fulfilling consumer protein demands.
A notable example is heme, a molecule that imparts the distinct color and flavor to meat. Interestingly, heme can also be found in plants and microorganisms, allowing it to be produced via fermentation or genetic engineering from plant or microbial sources. When incorporated into plant-based meat, heme closely mimics the taste and appearance of real meat. Despite its potential, the complex process of production remains difficult to scale, which is why Arturo Elizondo, co-founder and CEO of The EVERY Company, began his venture with eggs.
One of the major challenges facing bio-based products is the “valley of death,” where numerous innovative offerings fail to reach the market. “This is one of the hurdles associated with alternative proteins,” Elizondo explains. “Our primary focus was selecting a technology that can scale and has already seen global implementation.” This strategic choice of fermentation for The EVERY Company allows them to utilize existing large-scale fermentation facilities, significantly reducing initial costs. “Just as brewers use yeast to transform sugar into alcohol, we can leverage yeast to convert sugar into protein,” he notes.
The protein trend shows no signs of fading. Elizondo points out that while protein is a prominent aspect of diet culture—evident in the keto and paleo diets—its benefits extend beyond mere satisfaction. “It’s the only macromolecule that hasn’t faced backlash,” he asserts. “While fats, carbs, and alcohol often generate controversy, protein maintains its positive reputation.” Given that global diets are heavily reliant on animal proteins, whose industrial farming significantly harms the environment, he emphasizes the necessity of evolving protein production methods. “We must innovate our protein production practices because the demand is not diminishing,” he adds. Elizondo believes technology can enable us to produce protein in healthier and more sustainable ways, thereby creating food systems that cater to human needs.
Within this vision, The EVERY Company is reevaluating the egg. Despite the high consumption of eggs in Africa—where annual production is estimated at around 1.6 trillion—the notion that this trend will abruptly change is unrealistic. “We’re not all going to switch to eating lentils and tofu,” he laughs. What sets The EVERY Company apart is its focus on being an ingredient provider. Instead of merely creating a direct substitute for eggs (though they do have some products), they collaborate with major industry players to integrate EVERY Company’s alternative protein ingredients into existing products and supply chains.
“The less glamorous aspect of food production is the supply chain,” Elizondo remarks. The COVID-19 pandemic revealed vulnerabilities as countries closed their borders, prompting a reconsideration from companies reliant on imported animal protein. Compounding these challenges is avian influenza (bird flu), which disrupts the poultry industry, leading to skyrocketing egg prices and forcing manufacturers to alter production schedules or reformulate recipes to address shortages.
“How can we build a more resilient food system that can endure the challenges posed by pandemics, climate change, and zoonotic diseases? Our current system is fragile,” he says. Simultaneously, many large food companies have set Environmental, Social, and Governance (ESG) targets aimed at reducing carbon emissions and ensuring supply chain stability. This often involves more consistent sourcing, minimizing rushed shipping, and reducing reliance on resource-intensive practices, such as industrial egg farming, which generates significant waste and emissions. “This is why we exist and how we can create an impact at scale. We support the entire industry without being seen as adversaries. We’re working towards a better food system,” Elizondo states. For him, this represents the future of food. Alongside their collaborations with large food manufacturers, The EVERY Company plans to enter the mass market in 2025 with the EVERY Egg, which is touted as the world’s first liquid egg produced without hens. This product is not intended for exclusive, high-end grocery stores but aims to be accessible and affordable for all consumers.
Functionality First
The plant-based protein sector faces numerous hurdles. In France, the terms “steak,” “bacon,” and “sausage” have been banned for use in meat alternatives. Meanwhile, in South Africa, the High Court recently overturned an attempt by the Department of Agriculture, Land Reform and Rural Development (DALRRD) to impose similar restrictions—a legal process that spanned two years and resulted in certain products being removed from shelves during that time.
“This underscores the necessity of partnering with established companies and collaborating rather than competing. There’s a significant gap in available ingredients that often goes unaddressed, and that’s where our focus is directed. It’s not merely about taste; it’s about functionality,” Elizondo adds. “If you review ingredient labels, eggs are virtually unavoidable; they’re everywhere due to their functional properties—they foam, bind, and gel in ways that alternatives cannot replicate.”
Although replacing eggs might seem daunting, this challenge represents a significant opportunity for The EVERY Company. In many ways, Elizondo compares his journey to that of insulin: initially derived from the pancreatic tissues of cows and later pigs, insulin was produced on a mass scale by Eli Lilly to treat diabetes. It wasn’t until 1978 that the first genetically engineered synthetic “human” insulin was generated using E. coli bacteria. “This company found a method to produce insulin through protein fermentation technology, and within 15 years, it dominated the market. Now, 99% of the world’s insulin is produced through this technology,” Elizondo explains. Protein fermentation technology also transitioned to the cheese industry, where it replaced animal rennet with bio-identical chymosin, an enzyme crucial for curdling milk. This technique has also been utilized to create vitamins and enhance the freshness of baked goods through the synthesis of enzymes that improve texture and extend shelf life.
“Protein isn’t merely a trend; it’s the best-kept secret in the food industry,” declares Elizondo. “If we can improve these ingredients to make them a little safer and more sustainable, that’s a cause worth championing.”
