Growth of the Plant-Based Movement — How innovation has built a mainstream movement

The Mainstream Wave




MUD/WTR Mushroom Chai

Startup Seeds

  • Creating Aspiration
    We are long-time fans of Forks Over Knives (one of the original vegan documentaries turned plant-based leader) and the other documentaries in the plant based world. Most recently, The Game Changers, a documentary released this past fall pushed our understanding of plant-based health by using celebrities across the sports industry to show how plant-based health can be a ‘game changer’ for performance. “Plant-powered”, the latest term for plant-based athletes, means that you aren’t making sacrifices by choosing a plant-based diet, you’re actually choosing a competitive advantage and an aspirational approach to health.
  • Making the Ugly Beautiful
    Misfit Market is a direct to consumer food box that brings farm to table to life. The catch? All of the foods they deliver are ugly. These foods would have traditionally been thrown away in the process of getting to a retailer increasing the global food waste crisis. Each month, Misfit Market subscribers can get their box of ugly produce shipped directly to their home. Tackling global food waste problem by giving ugly food a chance.
  • Plant-Powered Protein
    The amount of protein and the sources of that protein are hotly debated amongst plant-based opposers, but more and more brands are focused on making it taste great! Bada Bean Bada Boom is a favorite of ours that brings more protein and less fat than many alternatives and is a delicious snack.
  • Plant Based Education
    As there continues to be growing interest from individuals to enter the plant-based world, there’s room for brands that are onboarding these plant-curious folks into the category in new and interesting ways. The Beet, is a plant-based media brand that we incubated internally. Focused on speaking the language of the health-focused, plant-curious consumer, we are tapping into this modern wave and bringing the new consumer resources to meet their needs. Most recently, for example, The Beet launched a partnership with Veecoco to offer its readers plant-based cooking classes.




25madison is an NYC-based venture studio, incubating companies from the ground up and investing in early-stage companies. Learn more at

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25madison is an NYC-based venture studio, incubating companies from the ground up and investing in early-stage companies. Learn more at

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