As we learn more about the impact our dietary choices have on the resources that sustain us—water, land and climate—opportunities for companies that specialize in plant-based products have opened up. On Monday, 28 March 2022, food giant Tiger Brands announced its investment in Herbivore Earthfoods in Cape Town, South Africa.

Tiger Brands has been pushing South Africans to adopt healthier eating habits through educational campaigns and clever marketing tactics. Colour Your Plate with KOO, the edutainment reality competition show on SABC2, encourage viewers to incorporate more balanced nutrition in their daily diets, all while on the lookout for the country’s newest cooking celebrity.

Continuing its efforts to save the planet and to help consumers transition to a more nutritionally balanced and sustainable diet, Tiger Brands announced its investment in Herbivore. The woman-founded business specialises in the manufacture and sale of plant-based and vegan products. Together with co-investor, Secha Capital, an early-stage impact private equity firm, the Tiger Brands Venture Capital Fund has become a minority shareholder in the business, which is co-run by Founder, Chanel Grantham and Davey du Plessis, Herbivore Earthfoods Director.

The African plant protein market, of which South Africa represents 57%, is estimated to grow at a compound annual growth rate (CAGR) of 6.5% to $560.62 million by 2023.

“In line with global trends, consumers in South Africa and across the continent are driving increased interest and desire for a wide range of plant-based products. Herbivore’s innovative and tasty meat and dairy alternatives have gained significant traction, with scope to scale and drive further penetration. This is a compelling opportunity, where we are very proud to back innovative entrepreneurs and we are inspired by the team’s underlying desire to improve eating habits and change the current food system for the better.  

“Our partnership with the Herbivore team will involve leveraging each other’s combined strengths to achieve their growth strategy and to push the boundaries of an affordable and healthy alternative product offering to consumers,” says Barati Mahloele, Venture Capital Fund Director, Tiger Brands.

Herbivore Earthfoods was founded in 2014 by Grantham with the aim of making healthy, plant-based foods accessible and affordable in South Africa.  The company’s product line includes dairy-free milk alternatives and desserts, confectionery and protein alternatives. 

“At Herbivore we see plant-based as the future of food, and we pride ourselves on being at the forefront of plant-based food innovation in South Africa. More consumers are realising the benefits of a plant-based diet. Our goal is to give our consumers more plant-based options that are tasty and affordable,” says Grantham.  

“In drawing on the knowledge and experience of strategic partners Tiger Brands and Secha Capital we will be able to capitalise on current and future trends in the plant-based food and food technology space,” says du Plessis. 

Tiger Brands and Secha Capital will use their considerable experience in the food and beverage sector to help grow and scale Herbivore Earthfoods with one of its objectives being to make plant-based foods more accessible and affordable for the South African consumer. 

The Tiger Brands’ Venture Capital Fund will be actively involved in supporting Herbivore’s growth ambitions through improved governance and strategic guidance, as well as leveraging the Group’s route-to-market and research and development expertise.

Secha Capital brings considerable expertise in the FMCG market, investing in established SMEs across Africa, and Tiger Brands recognised the added value they would help to unlock in Herbivore. 

“At Secha, we believe that sustainability is a current and future driver of the economy and that plant-based foods are not a trend but a permanent category growing in every aisle and foodservice restaurant globally.  

“We are proud to invest in the Herbivore team because they have been persistent early innovators in the category and their success has shone through in their product range and market adoption. We’re equally proud of the impact the business has by being 7x more water-efficient and producing 90% fewer greenhouse gas emissions than animal-based products”, Kuhle Mnisi, principal at Secha Capital. 

The world would be a significantly better place if we all invest in more sustainable ways and help reduce our carbon footprint. A plant-based diet is beneficial for both the health of the planet and people, so there’s no reason why you shouldn’t give it a try. What do you have to lose?