Seed to Surf enters Whole Foods accelerator for its tinned seafood analogs; HAPPIEE announces Tesco pick-up

HAPPIEE products

SeafoodSource is closely following the plant-based and cell-based seafood alternatives market by compiling a regular round-up of updates from the sector.

-Toronto, Ontario, Canada-based seafood analog startup Seed to Surf tinned seafood analog maker has been chosen to join the Whole Foods Market Local and Emerging Accelerator Program (LEAP).

The Austin, Texas, U.S.A. grocery chain launched its LEAP program in 2022 as a means of aiding the growth of local suppliers across its North American footprint. Whole Foods Market provides LEAP participants with expert advice, tailored educational programs, and the potential for direct financial support. Each participant’s products are considered for placement in Whole Foods Market stores in their home city or region at the conclusion of the six-month program.

“LEAP is dedicated to supporting outstanding small brands with educational programming, mentorship and training, with the intentions of setting brands up to launch in the Whole Foods marketplace,” Seed to Surf wrote on its Instagram announcement.

Seed to Surf  is the first Canadian company chosen to join LEAP. It said its approach is unique in that it seeks to recreate the flavor of tinned seafood analog using celery root and enoki mushrooms.

“When prepared and preserved right – using fresh, high-quality ingredients – we discovered that whole vegetables offer an innovative, delicious, and sustainable take on the premium tinned seafood,” Seed to Surf Co-Founder Alexandra Bergquist told Food Business News

-Singapore-based HAPPIEE seafood analog company has made its way to the U.K. market, set to launch in Tesco locations in September 2023. 

The company creates seafood analogs from konjac root. Its product portfolio also includes a breaded shrimp analog, a cooked squid ring analog, and a fried calamari analog, which were created to replicate the taste and flavors of real seafood, according to Food and Living Vegan.

“Our aim is to foster a continued shift towards eco-friendly choices, reducing our dependence on the seas for a sustainable future,” HAPPIEE Commercial Manager Rosie Bamnaji told The Grocer. “We’re on a mission to bring genuine change to the category, filling in the gaps so that flexitarians and vegetarians aren’t missing out on their favorite dishes and cuisines.”

-Mind Blown by The Plant Based Seafood Co. has announced it has been nominated for the 2023 World Plant-Based Innovation Awards in the Best Plant-Based Seafood Product category. The winner will be announced on 7 September at the Plant-Based World Expo North America in New York City, U.S.A.

“Why are our Mind Blown by The Plant Based Seafood Co. crab cakes nominated for an innovation award?” The Plant Based Seafood Co CEO and Co-Founder Monica Talbert wrote on LinkedIn. “Because they, first and foremost, deliver a delicious food experience for everyone, are full of plant protein, have one gram of fat, make incorporating more plant-based protein convenient, all while keeping crabs in the water.”

Photo courtesy of HAPPIEE


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