Wednesday, May 29, 2024


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Green Rebel, a startup focused on plant-based food, is set to launch in the Philippines.

Green Rebel, a company from Indonesia that creates alternative protein, has recently opened in the Philippines. This is an important move for their goal of changing the way people in Asia eat plant-based food.

The company has a unique method that centers on creating appetizing meat and chicken substitutes that are plant-based. They also produce dairy-free cheese and condiments that are a tasty and environmentally-friendly substitute for traditional animal-based products.

In 2020, Helga Angelina Tjahjadi and Max Mandias, both longtime vegans and owners of Burgreens, Indonesia’s biggest plant-based restaurant chain, founded Green Rebel. This company is guided by a strong belief in offering Asian consumers who are interested in flexitarian (flexible vegetarian) and plant-based options with nutritious, cost-effective, and tasty meals.

Green Rebel encourages people to make healthier and more environmentally-friendly choices. This not only accommodates various dietary preferences, but also stays true to its mission of lessening the harmful effects of traditional animal farming on the planet.

Green Rebel provides a variety of plant-based options, including dishes with Asian influences like Beefless Rendang, Chick’n Karaage, Chick’n Satay, Cheddar Cheeze, and the first plant-based whole-cut steak in Asia.

Green Rebel is proud to utilize a diverse selection of wholefoods in their products, including shiitake mushrooms in their beefless line, non-GMO soy in their chicken offerings, and cashews in their dairy-free cheese and sauces.

The Green Rebel products contain a high amount of protein and fiber, are low in saturated fat, and do not contain cholesterol. The meat products are designed for various Asian cooking styles, while the flavored products have an authentic Asian taste. All the ingredients used are responsibly obtained from the local area and include natural herbs from Indonesia.

Aside from its origins in Indonesia and prosperous growth in the Philippines, Green Rebel has solidified its influence in several Asia-Pacific areas, such as Singapore, Malaysia, South Korea, and most recently, Vietnam.

The company is actively seeking to form partnerships with different grocery stores, supermarkets, and food service establishments in the country as part of its growth plan. It understands the significance of creating a sustainable and effective supply chain to meet the rising demand for plant-based options. Moreover, Green Rebel actively seeks collaborations with local partners and stakeholders in the Philippines, including Santan by AirAsia, Tierra Café, Haribowl Vegetarian Kitchen, and retailers such as Berdelish Imus Vegan Store, The Vegan Grocer, and real food. The company also partners with e-commerce platforms like EVE Grocer, Berdeeats, Mayani, and Vegore.

Based on the findings of ‘Charting Asia’s Protein Report’, it is predicted that countries in Southeast Asia, such as Indonesia and the Philippines, can only achieve decarbonization by discontinuing the practice of deforestation in their supply chains (importing soy and corn from Brazil and Argentina for animal feed), halting the increase in animal protein consumption by 2030, and shifting to alternative protein sources which will make up 60% of their overall protein intake by 2060.

“Green Rebel’s venture into the Philippine market marks a significant milestone in our mission to create a more sustainable, healthy, and delicious future for all,” said Ms. Tjahjadi, adding that working with local partners can make plant-based food easily accessible across the country.

Green Rebel’s goal is to provide accessible and nutritious options for Filipinos, in line with their vision for Asia. Their plant-based meals and products not only offer a healthier alternative to meat-based diets, but also come with several benefits that can improve people’s lives.

Green Rebel’s promotion of a plant-based diet can potentially alleviate health problems like obesity, heart disease, and diabetes. Those who embrace a primarily plant-based diet may see improvements in their overall health and nutrition.