Always Eat Better with VEGGY!

VEGGY's What is the founding philosophy? Could you tell us about VEGGY's story and values?

Reducing your carbon footprint, limiting global warming, stopping the collapse of biodiversity, providing enough clean water for all, preventing animal exploitation and being aware of the fact that all living things have the right to live and be free VEGGY brand was established. 

With the VEGGY brand, born from our ethical values, we ask, "What can we do best as an alternative to animal products?" We are looking for an answer to the question. 

Our corporate values ​​are "customer focus", "respect for the environment, society and animal rights" and "innovation".

To maximize customer satisfaction by trying to fully meet customer demands and expectations... To meet all legal requirements regarding the environment, to control and reduce the factors that may cause environmental pollution. Always producing with a valuable approach, contributing to creating a better future than today... Finally, supporting our entrepreneurial spirit with technology that develops day by day. Staying innovative at all times by multiplying new ideas and acting on time is among our corporate values.

We tried your vegan burger and vegan meatballs at the ANFAŞ FoodProduct fair. Frankly, we encountered a taste beyond our expectations. How was it possible to achieve this taste? How do product development processes proceed at VEGGY?

First of all, thank you for your valuable and nice comments. Interest in plant-based nutrition alternatives is increasing day by day in the world. We act in coordination with these developments both in our R&D center in Turkey and in our R&D center abroad. We shape our portfolio according to consumer demands and needs according to the market research we conduct. The secret of our taste; We can always make improvements in products with the results of our sensory analyzes and customer comments, and we do not complete R&D studies for any product we produce. 

“Always eat better!” Based on our slogan, we always attach importance to our product development efforts.

Which of your products have received the most attention so far? As a company that also exports, are there any differences in the products in demand by country?

Our best-selling and produced product group so far continues to be “Tofu”. Since it is a product category that can be used in many different areas, from soup to dessert, from meals to fried foods, both sweet and salty, with its simple and neutral taste, it attracts attention not only for vegans but also for all consumer groups.

Our Plant-Based Series product group, which we launched in the last months of 2022, is really attracting great attention from consumers. We are especially happy with the comments we received from our new plant-based nugget product. We think that we also appeal to the healthy snack category and flextarians, and we continue to set our goals in this direction.

What is the situation of the vegan and vegetarian product market in Turkey? What kind of situation do we face in B2C and B2B?

The increase in acceptance and practicality of the vegan philosophy of life shows that interest is gaining upward momentum worldwide. According to research, vegans have reached 88 million worldwide. Between 2014 and 2020, it shows an increase of 645 percent in the Netherlands, 590 percent in Greece and 395 percent in Turkey. Considering the increasing growth rates, it is predicted that the size of the vegan product market will reach 2025 billion dollars by 22.

As a result of survey studies conducted in 2022, it is seen that 28 percent of consumers in Turkey define their diet as flexitarian, 20 percent as vegetarian, 3 percent as vegan and 1 percent as pescatarian.

To make a self-criticism, VEGGY was not as effective in B2B as it was focusing on B2C. Now we are working very hard to change this. ANFAŞ fair was a launch for us. We are in talks with chain hotels, chain restaurants and large catering companies with intensive demo studies, and we are working intensively for new listings and new projects. We want our products to be presented to our consumers not only as they are prepared by them for consumption at home, but also in a way that they will have different experiences from master hands.

What are your expectations in the medium and long term? Where is the vegan food market going in Turkey and in the world?

The plant-based food market is estimated to grow at an annual rate of 11,9 percent within seven years, reaching US$74,2 billion. 

One of the key reasons for the growth of the plant-based food market is consumer demand for more sustainable food options due to greater awareness of the livestock industry's associated carbon emissions and soil and water footprint.

Plant-based nutrition, preferred by certain sensitivities, is also considered as a solution to the nutritional needs of the increasing population. We are a country in the world that adopted a vegan and vegetarian diet late, but is starting to grow. For this reason, we think that plant-based nutrition will increase and be encouraged in the coming years.

Source: HORECA Trend