Green Rebel Foods (formerly Green Butcher)

Green Rebel Foods is an Indonesian food-tech company specializing in plant-based meat and dairy alternatives tailored for the Asian palate. The company was established in September 2020 by co-founders Helga Angelina Tjahjadi and Max Mandias. This venture emerged from the founders' previous success with Burgreens, a plant-based restaurant chain they started in 2013. Tjahjadi's journey into plant-based nutrition began at age 15 to manage chronic health issues, which significantly improved after changing her diet. Mandias, who has a background in finance and is a certified Plant-Based Nutrition Coach, shares this passion for healthy, sustainable eating. The impetus for Green Rebel, formerly known as Green Butcher, was the COVID-19 pandemic, which caused an 80% drop in sales for their restaurant business. This crisis prompted them to pivot, converting their restaurant best-sellers into frozen retail products to reach customers at home.

The company operates on a B2B and B2C model, supplying its products to over 800 food and beverage establishments and more than 100 retailers in Indonesia, while also selling directly to consumers online. Its client base includes major international brands like Starbucks, IKEA, and Domino's, as well as local restaurants and steakhouses. Revenue is generated through the sale of its products via these diverse channels. The business strategy focuses on making plant-based foods accessible, affordable, and appealing to a broad market, specifically targeting flexitarians. Green Rebel has expanded its presence internationally, launching in Singapore and announcing plans for further expansion into Malaysia, the Philippines, South Korea, and Australia.

Green Rebel's product portfolio includes a wide range of ready-to-cook items that mimic the taste and texture of meat using natural, non-GMO ingredients like shiitake mushrooms and soy. Their offerings are designed for Asian culinary applications, featuring products like Beefless Rendang, Chick'n Satay, and whole-cut steaks. A proprietary technology, "Rebel Max," uses a formulation of coconut oil, water, and vegan seasoning to replicate the juiciness and aroma of animal protein. The products are clean-label, containing no added MSG or preservatives, and offer a strong nutritional profile with high protein, high fiber, lower saturated fat, and zero cholesterol compared to their animal-based counterparts. The company also produces dairy-free cheeses from potato and coconut oil. A Life Cycle Assessment showed their plant-based chicken and beef alternatives have significantly lower environmental impacts in terms of global warming potential, energy use, and water usage compared to local animal products. Keywords: plant-based meat, food-tech, alternative protein, Southeast Asia, Indonesian cuisine, vegan food, sustainable food, B2B food supply, retail food products, Helga Angelina Tjahjadi, Max Mandias, Burgreens, plant-based dairy, flexitarian diet, clean-label, non-GMO, ready-to-cook meals, food manufacturing, Asian flavors, sustainable nutrition