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Benise Balaoing

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<p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">MANILA – NutriAsia, one of the country’s leading manufacturers of sauces and condiments, is partnering with an Indonesian startup to distribute plant-based meat products to the Philippines.</p><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">Green Rebel, which sells whole-cut plant-based meat, has signed a deal with NutriAsia to sell its products in the Philippines.</p><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">Mario Mendoza, NutriAsia’s New Business Development Head, said they agreed to sell the vegan products because there is a growing market for vegans and vegetarians in the Philippines.</p><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">“In fact, here in Asia parang they projected it to be growing double digit in the coming years,” he said. “It&#x27;s a fast-growing market especially among the young ones, not only for those aging.”</p><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">Green Rebel CEO and co-founder Helga Angelina, however, noted that they hope to sell in the Philippines to more than just vegans.</p><div style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%"><br/></div><div style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%"><span class="fr-img-caption fr-fic fr-dib" style="width:591px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1711017747385green rebel.jpg" style="width:900px" class="fr-fic fr-dib"/><span class="fr-inner" style="text-align:left">NutriAsia New Business Development Head Mario Mendoza with Green Rebel co-founders Helga Angelina and Max Mandias. <em>Benise Balaoing, ABS-CBN News</em></span></span></span></div><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">“Our main market isn&#x27;t really vegans. So actually, based on preliminary search and what we&#x27;ve seen in multiple markets, such as Indonesia and Singapore, the ones who are buying meat are people who are eating chicken and fish, but they&#x27;re typically cutting the consumption. So this is called flexitarian. Flexible vegetarian, so they go plant-based a few days a week, but they don&#x27;t they&#x27;re not ready to commit 100 percent,” she explained.</p><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">“The number of flexitarians is really our target market, which in the Philippines, it&#x27;s about 30 percent of the population,” she said.</p><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">She noted that her company also hopes to help more Filipinos live healthier lives.</p><div style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%"><a href="https://news2.abs-cbn.com/ancx/food-drink/features/01/04/24/veganuary-has-veganism-truly-hit-the-mainstream?fbclid=IwAR2CU6_teokEgh8U6hQ5dPzW8SutQ9Ycb9BIoWj47eaaGusFB_tTBw6usV4" rel="noopener noreferrer" target="_blank">Veganuary: Has veganism truly hit the mainstream?</a></div><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">“I think we see a lot of similarities between Filipino and Indonesian consumers. The health issues are the same--diabetes, cardiovascular (disease), hypertension, cholesterol.”</p><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">“And when there is a problem, we see that there is a good opportunity because people are going to look for healthier options, but they don&#x27;t want to compromise on the flavors and the texture of the meat,” she explained.</p><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">Max Mandias, Angelina’s husband and Green Rebel’s Research and Development Director, also said he expects their business to do well in the Philippines because Filipinos are well-traveled, and are therefore open to new ways of living.</p><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">“We feel people who are well traveled are more receptive towards, like new, new trends, new products, new everything, new way of eating, new way of life.”</p><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">He also noted the Philippines&#x27; strong economic growth and said that trends show that people tend to consume more protein once they’re richer.</p><div style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%"><a href="https://news.abs-cbn.com/business/2024/1/31/philippine-economy-grows-5-6-pct-in-2023-below-gov-t-target-1026" rel="noopener noreferrer" target="_blank">Philippine economy grows 5.6 pct in 2023, below gov&#x27;t target</a></div><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">Green Rebel is selling shelf-stable plant-based meat packed in pouches that can simply be heated before eating.</p><div style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%"><br/></div><div style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%"><span class="fr-img-caption fr-fic fr-dib" style="width:591px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1711017514128max mandias.jpg" style="width:900px" class="fr-fic fr-dib"/><span class="fr-inner" style="text-align:left">Green Rebel co-founder Max Mandias cooks their Korean barbecue beef slices at a press event in Bonifacio Global City. <em>Benise Balaoing, ABS-CBN News</em></span></span></span></div><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">At a media event in Makati City, Mandias cooked in less than 10 minutes their Korean-style barbeque beef slices and Indonesian rendang curry.</p><div style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%"><span class="fr-img-caption fr-fic fr-dib" style="width:300px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1711016922678Korean bbq.jpg" style="width:300px" class="fr-fic fr-dib"/><span class="fr-inner" style="text-align:left">A dish that makes use of Green Rebel&#x27;s Korean-style barbeque slices. <em>Benise Balaoing, ABS-CBN News</em></span></span></span></div><div style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%"><br/></div><div style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%"><span class="fr-img-caption fr-fic fr-dib" style="width:300px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1711017036877curry.jpg" style="width:300px" class="fr-fic fr-dib"/><span class="fr-inner" style="text-align:left">A dish making use of Green Rebel&#x27;s Indonesian rendang curry. <em>Benise Balaoing, ABS-CBN News</em></span></span></span></div><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">Mendoza said these will soon be available in select Robinsons, Landmark, and The Marketplace supermarkets at about P220 per pack. </p><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">These will also be sold on online shopping platforms Lazada and Shopee, he said.</p><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">Green Rebel also has meat alternatives like beefless steak, mushroom patty, and chicken katsu.</p><div style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%"><span class="fr-img-caption fr-fic fr-dib" style="width:300px"><span class="fr-img-wrap"><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1711017175872others.jpg" style="width:300px" class="fr-fic fr-dib"/><span class="fr-inner" style="text-align:left">(Clockwise from top): Green Rebel Chick&#x27;n Teriyaki Sliders, Green Revel Beefless Steak a la Pobre, Green Releb Chick&#x27;n Chunks Sate, and Green Rebel Mushroom Patty sliders. <em>Benise Balaoing, ABS-CBN News</em></span></span></span></div><p style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%">Aside from selling in groceries and online platforms, Mendoza said NutriAsia also hopes to help Green Rebel sell their plant-based meat alternatives to hotels, restaurants, and other food businesses.</p><div style="margin-top:0cm;margin-right:0cm;margin-bottom:8.0pt;margin-left:0cm;line-height:107%"><a href="https://news.abs-cbn.com/business/10/04/21/nutriasias-datu-puti-products-certified-plastic-neutral" rel="noopener noreferrer" target="_blank">NutriAsia’s Datu Puti products get &#x27;plastic neutral&#x27; certification</a></div>

<p>Sauce giant NutriAsia is partnering with an Indonesian startup to sell plant-based meat products in the Philippines.</p>

Sauce giant NutriAsia is partnering with an Indonesian startup to sell plant-based meat products in the Philippines.

NutriAsia partners with Indonesian startup to sell plant-based meat to Filipino 'flexitarians'

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NutriAsia partners with Indonesian startup to sell plant-based meat to Filipino 'flexitarians'

Benise Balaoing,

ABS-CBN News

Published Mar 21, 2024 07:56 PM PHT

Read More:

Green Rebel

NutriAsia

plant-based

vegan

vegetarian

flexitarian

alternative meat

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Advertise with Us

© 2025 ABS-CBN Corporation. All Rights Reserved.