Dao Foods founder, Tao Zhang, described a meeting with The Good Food Institute’s Bruce Friedrich as his “epiphany moment” to realise the significant impact plant-based foods could have on the environment, if embraced by the largest consumer market in the world – China.

Zhang said that despite a spate of high-profile fast food restaurants in China recently introducing menu items featuring plant-based meat, the foods are “far from being mainstream”. In hopes of generating mass consumer interest in plant-based proteins, and especially amongst China’s estimated 400 million millennials, Zhang and his colleagues created an incubator to support Chinese start-ups working in the plant-based sector.

“We are looking at the next-generation, younger-generation entrepreneurs, who not only understand the importance of developing this kind of new-generation foods, they also understand the science and technology behind it,” he said.

READ MORE: This industry is so nascent – Dao Foods investor Tao Zhang on taking plant-based meat mainstream in China [Just Food]