Our Mission - Better for People, Planet, and Animals

Why we do what we do

Most of us know we should eat better for ourselves and for the planet. The problem is that actually doing it is harder than it sounds.

We want to make doing the best thing, the easiest thing. That's why we're making food that's better for everyone.

1. Better for the People

Life is busy. Research consistently shows that working adults cite time as the primary barrier to cooking and eating well. Limited time available for cooking is one of the key barriers to the adoption of healthier diets, and the gap between knowing what to eat and actually preparing it is where most people get stuck. Eating in a way that's good for your health and the environment shouldn't require hours in the kitchen or a nutrition degree. We built Planet Protein to close that gap: real food, minimal effort, no compromise on protein.

2. Better for the Planet

The way the world produces animal protein is one of the most resource-intensive things humans do. The global food supply chain is responsible for roughly 25% of all human-generated greenhouse gas emissions and uses approximately 70% of the planet's consumptive freshwater withdrawals and nearly 40% of global land. Animal agriculture sits at the centre of that footprint. Transitioning to plant-based diets has the potential to reduce diet-related land use by 76% and diet-related greenhouse gas emissions by 49%. 

Pick up almost any protein product at the supermarket. It's wrapped in plastic. Single-use, rarely recycled, and built to outlast us. At least 5 billion tonnes of plastic waste are now dispersed in the environment globally, with debris that can persist for hundreds of years to millennia. Fresh meat and single-use food packaging are among the biggest contributors. We're working towards packaging that doesn't outlive the meal

As consumers, it's one of the biggest shifts we can make, and food brands have a role to play in making it easy. 

3. Better for the Animals

The story we're told about meat (rolling green paddocks, small family farms) doesn't match the reality of how most animals are raised. More than 80 billion land animals are slaughtered for meat and other animal products every year. Over 90% of farmed animals globally are living in factory farms, including an estimated 74% of farmed land animals and virtually all farmed fish. These are animals living in confinement, without space to move or behave naturally, for their entire lives. We don't think that's a system worth sustaining, and we're making changing that a delicious mission.

So, why Planet Protein?

Because convenient, high-protein food shouldn't cost the earth.

We believe that if doing the right thing were easy and delicious, everyone would do it. 

We're not perfect, but we know which direction we're heading in. 

Come join us for the journey.