“What you do makes a difference, and you have to decide what kind of difference you want to make.”
Jane Goodall
Letter from the CEO
Impact investing is, at its core, about using capital as a force for good, backing companies that deliver measurable social and environmental benefits alongside financial returns. At Newtree Impact, we embrace this responsibility by backing a new generation of entrepreneurs who are not just challenging the status quo, but redesigning the food system by tackling the most pressing challenges of our time — not as a side effect, but by design.
Our portfolio reflects this ambition: from precision agriculture that optimizes resource use to biotechnologies creating sustainable alternatives to conventional ingredients, we back innovations designed to make the food supply chain more resilient and efficient.
We see ourselves as catalysts of the agri-food revolution and believe in building a food system that preserves taste, tradition, and biodiversity, while remaining sustainable and accessible to all. This commitment is anchored in our mission and embedded in our DNA: we strongly believe that everyone should have the opportunity to play a role in this transition. Investing in the future of food is a collective challenge that concerns us all, and one where every contribution counts.
2025 marks an important step forward. After enshrining our mission in our by-laws and establishing a Mission Committee as its guardian, we challenged ourselves, and our portfolio companies, to go further than in our inaugural impact report. Together, we have begun to collect more robust, comparable, and quantitative data, not only on climate, but on the broader preservation of our planet based on planetary boundaries. To do so, we rely on peer-reviewed studies, life cycle analyses (LCAs) and science-based hypotheses to consolidate and estimate the potential impact of our portfolio. In this report, we are reporting on the impact of participations entered before Q2 2025; since then, two new participations (1 direct and 1 fund) have brought the total to 22. We continuously strive to professionalize, strengthen transparency, and give you, our shareholders, a clear view of what your investment achieves as well as the transformative potential it holds for the food transition and the environment.
We see Impact not an end in itself, but the pathway toward systemic change. What matters is the destination we aim for and the measurable progress we make along the way. This requires a clear strategy, a sound theory of change, and rigorous assessment frameworks. Beyond outputs, we look at outcomes, because that is where real transformation happens.
Treely Yours,
Benoît de Bruyn
Our DNA
Mission
The company's mission is to make impact investing accessible to everyone, allowing those who choose to become shareholders to contribute to preserving the planet by reducing the impact of food on climate and biodiversity.
Extract of our bylaws: ARTICLE 4
Vision
We envision a sustainable and resilient food system that nourishes people and the planet.
funds committed
number of countries 13+ Participations 13 Companies 5 Funds
Source: data as of Q2 2025
Land use diminution
Freshwater consumption
28,700 Olympic swimming pools Animal based synthethic pollutants
Environmental Impact
Mission Committee
Objectives
The mission committee oversees the good realization of the company mission, as stated in our by-laws, and provide recommendations to the board and report to shareholders, ensuring the company’s decisions, investments, and initiatives are fully aligned with our mission.
They ask themselves: What is the best possible use of this capital? True impact lies in the opportunity cost, the gap between what we choose to do and what we could do. Bridging this gap is how we unlock capital’s full potential to address urgent global challenges.
Members of the Mission Committee
HUGUEs de meulemeester
Expert and Advisor specializing in 360° environmental issues related to Carbon Founding Partner at CLIMACT
Mathilde do chi
Legal Advisor with comprehensive regulatory expertise in the impact food sector Founder of FoodForwardLaw
Valentine papeians
Head of OpenCompass, a farmer-led tool to assess agricultural practices – Farm For Good Former Global Manager Health & Sustainable Diets at Ahold Delhaize
ETIENNE De CALLATAY
Belgian economist, co-founder and Chief Economist of Orcadia Asset Management, recognized for his career spanning high-level financial expertise, and social engagement
New tree Impact, Company with a Mission ?
De f inition
A company with a mission (“entreprise à mission”) embeds its societal or environmental purpose into its corporate structure, as defined by the Loi Pacte (France, 2019). Following this model, Newtree Impact is the first financial company in Belgium to do so. Every decision, investment, and initiative is guided by our mission to build a sustainable, inclusive, and resilient food system.
The Mission Committee further refined Newtree Impact’s focus on the planet, placing biodiversity at the heart of our actions. Following their guidance, we use the framework of the nine planetary boundaries as our compass. Human health remains a secondary but essential lens: every initiative must have a positive or at minimum, non-negative impact on health compared to conventional food production and distribution. You can find the letter to shareholders online for more details.
Nathalie Peeters Beno î t de b ru y n
Impact Investing Accessible
We spread the word: the food revolution is for all of us.
mission All investors adhere to our sectorspecific driven investment thesis.
Survey Results from 2024 Crowdlisting Campaign
Change Now, May 2025 - Our partner Thibaud de Saint-Quentin, discussing with Sagar Tandon, Partner at Beyond Impact.
Agricultural & Food Problematics
The planet has limits — and when we exceed them, we degrade it. The Planetary Boundaries Framework shows the current status of these limits and identifies which ones have already been crossed.
Based on this assessment, Newtree Impact focuses its efforts and investments on the boundaries that have been surpassed and where food plays a significant role. The goal is to rely on scientific literature to analyze and prioritize the sectors with the greatest impact and interconnection across these planetary boundaries.
The Food System is responsbile for 26% of Green House Gases Emissions
50% of the world's habitable land is used for agriculture
Land use (%)
Agriculture accounts for a staggering 50% of the world's habitable land ice- and desert-free.
of global ocean and freshwater pollution
Eutrophication
Alarmingly, 78% of global freshwater and ocean eutrophication, which involves the contamination of waterways with nutrient-rich pollutants, can be attributed to agricultural practices, highlighting the impact on water quality and ecosystems.
70% of global freshwater withdrawals are used for agriculture
Freshwater withdrawals (%)
An astounding 70% of the world's freshwater withdrawals are devoted to agriculture.
Equally noteworthy is the startling fact that 96% of mammal biomass, excluding humans, consists of livestock, surpassing wild mammals by an overwhelming factor of
15% OF GLOBAL GHG come from livestock, meaning beef production
39k-52k
Microplastic particles Ingested yearly (eq. to the size of a credit card)
30%
oF Nitrogen is not absorbed by the crops and pollute soil and water
30% of food is wasted
Amount of food wasted in the EU = the total of food produced in Africa.
2/3
will face water shortage
2/3 of the world’s population may face water shortages in 2025
80%
DEFORESTATION is driven by agriculture (meat, palm, soy and dairy)
Our Impact KPIs
IRIS+ Methodology
We track 5 key drivers of environmental degradation stemming from food systems
GHG emissions avoided
Reducing Green House Gas emissions in the way we produce and consume food is vital for mitigating climate change. Measure: Kgs CO2 equivalent avoided vs common procedures.
Land use diminution
Reducing the land needed to produce food is crucial, as agriculture drives 90% of global deforestation. Measure: m2 of land protected vs common procedures.
Freshwater consumption
We assess our portfolio companies’ water use across agriculture, manufacturing, and supply chains.
Measure: L of freshwater saved vs common procedures.
Soil and water eutrophication
Soil and water eutrophication
Excess Nitrogen and Phosphorus from agriculture fertilizers (NO₃⁻, NH₄⁺, PO₄³⁻ etc.) run off into water bodies, triggering algae blooms that deplete oxygen and severely harm aquatic life.
Measure: gr of N and P emissions avoided vs common procedures.
Synthetic Chemicals and Pollutants
Synthetic Chemicals and Pollutants
The surge in synthetic chemicals pollutes air, water, and soils. Reducing their use safeguards ecosystems, food safety, and long-term resilience. The ones we identify: Heavy metals & toxic elements ( ), Hormones ( ), Agrochemicals ( ), POPs (Organic Pollutants & Microplastics) ( ), Antibiotics ( ).
IRIS+ Methodology
To assess and measure the impact of our investments, we focus on Key Impact Indicators aligned with the food system’s contribution to the transgression of planetary boundaries. We monitor these indicators across all our portfolio companies, considering footprints from production processes, energy use, transportation, and supply chain activities, to help protect nature and address critical environmental challenges. For each portfolio companies, we use the framework IPM 5 (Impact Performance Metrics) from IRIS+.
Our Selection Process
Newtree Impact Investor Strategy
The investment approach is to improve efficiency and sustainability in food systems by acquiring minority stakes in innovative companies across 3 sectors in agri-food tech globally: Food tech, Ingredients & lifestyle and dietary shifts, AgriTech, Innovation in agriculture, Prevention of food-loss, Waste streams and upcycling.
Food-tech
Innovation in agriculture Portfolio examples: Heura Foods, Onego Bio
Agri-tech
Ingredients & lifestyle and dietary shifts Portfolio examples: CropX
Prevention of food loss
Waste streams and upcycling Portfolio examples: Protix, Fable Foods
Stages: Ticket Sizes:
Series A to Growth and strategic sub-sectorial funds
€0.5-2.5Mn equity
Minority Stakes: Criteria: Impact Areas:
0.5% to 25% stake
Impact, Disruption, Scalability, Market size and Financials
Green House Gases emission, Land Use, Freshwater Consumption, Soil & Water Eutrophication, Synthetic chemicals & Pollutants
Novel Ingredients
Impact Strategy
Key ingredients in today’s food system are increasingly unsustainable. As their production harms biodiversity, their supply chains are under pressure, and their prices are highly volatile. For example: Eggs face disruptions and price spikes due to more frequent disease outbreaks and climate shocks. Hops, essential for brewing, are threatened by rising temperatures and water scarcity. Palm oil drives deforestation and biodiversity loss while facing growing regulatory pressure.
Novel ingredients offer scalable, sustainable alternatives with lower environmental footprints and resilient, efficient, cost-competitive supply. Major food players are turning to solutions that are more sustainable, efficient, unconstrained, and climate-resilient.
Our strategy around Novel Ingredients focuses on three key technologies to scale impact and enable widely used ingredients: precision fermentation, bioreactors and plant-based formulation. All are nature-based processes, healthy for people and the planet, providing nutritious and sustainable alternatives.
Direct Investments
Algama
Cubiq
Evodia Bio
Onego Bio
Yeastup
Strategic partnerships with global food leaders, leveraging their industrial and distribution networks
Onboarded 5 new distributors in 2025 to date
En
Health: No GMO, no cholesterol and no additives
Economical: Sustainable egg supply chain along with price stability. R &D powerh
Impact risk remains moderate as it has a strong tech moat and IP, but execution depends on B2B adoption pace.
Evodia Bio
Denmark Series-A
What
Who
EvodiaBio uses precision fermentation to create sustainable, natural aroma compounds for food and beverage manufacturers. Its patented Yops technology replaces traditional hops in non-alcoholic beer, cutting environmental impact without compromising flavor.
Food and beverage manufacturers, especially in the non-alcoholic beverage space, seeking natural, sustainable, and cost-efficient aroma solutions. EvodiaBio targets producers looking to reduce reliance on resource-intensive hop cultivation.
Distribution partners hips signed with Lallemand and Symrise.
Multiple additional independent projects with local breweries and initiated another with BrewDog.
En vironmental: Replaces hops-based aromas with precision fermentation, reducing land use, water, emissions soil eutrophication.
Health: Natural and clean-label aromas with no synthetic additives.
Economical: Stable supply and cost vs. volatile aroma crop markets.
Impact risk is low because Yops replaces an environmentally costly input without behavior change. Execution risk tied to B2B adoption pace, mitigated by strong IP and industry demand.
ch Contribution
Commercial traction remains limite d. Go!Drop has proven functional and nutritional benefits, but adoption is slow. The company recently restructured and is still seeking market fit and broader validation.
En vironmental: They aim to replace Oil/animal fat by a 20% oil emulsion.
Health: Cuts calories (–47%), total fat (–62%), and saturated fat (–81%). Adds omega-3s for brain, heart, and eye health.
Impact risk is high, due to current challenges in commercial adoption and uncertain scaling. While the product shows strong potential, real-world outcomes remain limited at this stage.
Onego Bio
2022, Finland Series-A
Who
Onego Bio produces bio-identical egg white protein using a natural precision fermentation process. Bioalbumen® delivers the same taste, function, and nutrition as conventional eggs, with a fraction of the environmental footprint and no animal use.
Large-scale food manufacturers like Bimbo Group, producing mayo, pastries, and more, seeking to replace egg whites with sustainable, animal-free protein solutions. Onego Bio helps reduce environmental impact while meeting clean-label and ethical demands.
Flags hip U.S. manufacturing site in Wisconsin, with capacity to produce egg protein equivalent to 6 million laying hens.
225+ partnerships in the pipeline with global CPGs in bakery, confectionery, snacks, and sauces.
En vironmental: Produces animal-free egg white with 90% less GHG emissions, land, and water use than conventional eggs.
Health: Identical to real egg protein safe, clean, and cholesterol-free.
Economical: Enables stable, local, and scalable supply chain.
Impact risk is low because Bioalbumen is a direct, functional substitute requiring absolutely no consumer behavior change. Execution risk linked to industrial scaling and regulatory timelines, mitigated by strong IP and demand.
To date 0
k
Switzerland Series-A2
Y eastup valorizes 90%+ of spent yeast biomass into high-protein ingredients.
In 2025, production rose fivefold (800→4,000 L/h).
They signed offtake deals with a protein bar company and are finalizing Beta-glucan commercial agreements in cosmetics.
En vironmental: recycle waste, cutting GHGs, water, and energy use.
Health: Provides clean, allergen-free protein lower in fat and cholesterol than meat, supporting healthier diets.
Impact risk is low as Yeastup valorizes existing waste. Execution risk linked to industrial scale-up and supply consistency, mitigated through brewery partnerships.
eastup partners with major breweries to supply clean-label alternatives while reducing organic waste and lowering dependence on land- and water-intensive agriculture. To date
eshwater saved
and protected
Climate Food Innovation
Impact Strategy
Essential food categories face rising environmental and supply risks, highlighting the need for sustainable alternatives that are both nutritious and efficiently produced. We focus on:
Protein sources – Highly impactful, mainly due to livestock emissions representing >15% of total GHG
Coffee & Chocolate – Among the top 10 most polluting foods, sensitive to temperature shifts, soil degradation, and water scarcity
Our strategy to invest in climate-friendly innovation focuses on plant-based and mycelium-based proteins, protein extraction, and food upcycling. Upcycling addresses a low-hanging opportunity: ~30% of food is wasted, and transforming this into high-value nutritious products reduces environmental impact while improving system efficiency.
We develop innovative recipes and formulations that combine these verticals, producing healthy, affordable, clean-label products through efficient and sustainable processes.
Direct Investments
Atomo
Fable Food
Heura Foods
New School Foods
Newtree Group
Heura Foods
ntribution
O ver 20,000 points of sale across 20 countries worldwide
Strong retail presence in 173 Esselunga stores in Northern Italy 26% market share in Spain, making Heura the clear market leader
En vironmental: Around 90% less CO2eq than traditional meat
Health: Cholesterol free, lower in saturated fat, rich in fibers and high quality plant proteins
Heura s impact risk is minimal as Spain s leading plant-based meat brand, yet investor oversight ensures resilience against execution and market risks through ESG-linked milestones and R&D support
W orld’s largest upcycling facility in Coachella, US (2,000 tons/year capacity). Roastery in Seattle anchoring U.S. operations and product development. Early traction with Blue Stone Lane coffee chain; now pivoting from D2C to white-label partnerships for scale.
En vironmental: 83% fewer carbon emissions, 70% less land, low water use.
Health: Gut-friendly, antioxidant-rich blends with prebiotics, adaptogens, and low acid.
Economical: 34 39% cheaper than Arabica, premium white-label potential.
Low commercial traction to date explains the cautious projections below. The company is shifting from D2C beanless coffee to a white-label model targeting health-conscious consumers with functional blends. Although backed by S2G ventures along Newtree Impact.
2019, Australia Series-A
Fable transforms upcycled shiitake stems into tasty, umami, low-impact meat alternatives with a healthier profile. By accelerating the protein transition, Fable aims to reduce emissions, land and water use, an
orestation from animal agriculture. Who Flexitarian consumers an
Strong sales growt h supported by partnerships like Wagamama (170 UK locations) and ongoing U.S. expansion, led by the CEO s relocation.
Fable also launched Shiitake Infusion, blending meat and mushrooms with strong consumer feedback.
En vironmental: Cuts emissions, land and water use, and deforestation by upcycling shiitake stems.
Health: Lower in saturated fat, no cholesterol, clean-label.
Economical: Adds sustainable, cost-stable
Crowded plant-based market; success hinges on differentiation, sustained consumer adoption, and ability to scale in new geographies like the U.S.
2020, Canada Series-B
uch
New School Foods develops whole-cut plant-based seafood using a proprietary scaffolding tech that mimics muscle
salmon alternative offers a low-impact, healthier and allergen-free option to wild or farmed
Food service companies and restaurants seeking sustainable fish alternatives that appeal to health-conscious consumers and reduce reliance on overfished marine species.
Now li ve in 40+ restaurants across Canada, it is progressing very aggressively and has almost tripled their production per week since January 2025.
They have also been utilizing their production waste for a salmon burger. Other distribution deals are underway.
En vironmental: Cuts emissions by 65% vs. farmed salmon (from 8.5 to 2.96 kg CO₂e/kg).
Reduces ocean pressure and avoids aquaculture-related impacts.
Health: Allergen-free, free of PCBs (toxic chemicals present in the fat of wild fish) and heavy metals.
Impact risk is moderate to high, as commercial roll-out is still limited and depends on market adoption and production scaling. However, potential for large environmental benefit is significant.
Newtree 2.0
Belgium Series-A
How Much
Newtree transitioned its business model into developing delicious food innovations with lower environmental impact for distributor brands. Their objective is large-scale impact while ensuring no compromise for consumers: delicious taste at an affordable price.
Retailers looking for private-label products with lower GHG impact. From 2025, CSRD requires them to cut Scope 3 emissions (products) by 80% , and Newtree offers solutions that directly support this compliance and sustainability push.
Own R &D lab operational by Jan 2026.
Negotiations ongoing with major Belgian retailers for 4 chocolate alternatives.
Strong expertise to scale product pipeline, backed by historical business and Newtree
Impact s portfolio and network.
En vironmental: Up to 93% less water used compared to traditional cocoa.
ontribution
Economical: Price stability vs chocolate exposed to climate & soil volatility.
ium and relies on fundraising to support growth and R&D. Risk mitigated h requires fewer resources than a consumer brand.
Freshwater saved
To date 0 M liters
2030 target 93 bn liters
2030 target 965 km2 Land protected
To date 0 km2
2030 31,089target tons CO2 eq GHG emission avoided
To date 0 tons CO2eq
Agri-Tech Solutions
Impact Strategy
Agriculture faces mounting environmental pressures: more than one-third of arable land is degraded, irrigation consumes ~70% of freshwater, around 30% of nitrogen fertilizers are lost, and the sector accounts for ~40% of food system emissions. With global population rising, agri-tech innovations are key to preserve soils and climate.
Our strategy focuses on precision agriculture, soil restoration, and sustainable protein production at scale.
Precision agriculture uses targeted nutrient and water management to reduce losses, cut pollution, and optimize crop efficiency.
Soil restoration preserves and rehabilitates degraded land, combating erosion, desertification, and salinization.
Sustainable aquaculture provides scalable, low-impact protein to meet rising demand. Across all these levers, we enhance ecosystem health and carbon sequestration.
Direct Investments
CropX
Proteon
Protix
agri-food corporate
replacing fishmeal, soy with low-footprint insect alternatives.
Proti x formed a JV to expand in North America, signed major contracts across Europe, and entered retail with insect-fed shrimp.
Protix is also expanding in South Korea with a €1 Mn investment and exploring opportunities with a large JV partner.
En vironmental: Reduces land, water, and emissions footprint of feed and food. Eases ocean pressure and deforestation.
Health: Clean, traceable, and antibiotic-free proteins.
Economical: High margin B2B ingredient model in growing sustainable feed market.
Market education still needed for insect-based food. However, Protix is focused on aquaculture feed and pet food rather than food for direct human consumption.
Freshwater saved
Land protected
How Much
Contribution
Risk
hat
Much
CropX offers an precision hardware and software farm management system combining soil sensors, satellites, and machinery data. Its user-friendly app delivers real-time insights to minimize the use of inputs (freshwater, nitrogen, fertilizers) while maximizing yields.
Large-scale farms, especially in the U.S., seeking to reduce water, chemical inputs, and operational costs through precision agriculture. Active in states like Nebraska (35% farmland) to enable efficient resource use to grow corn, soy, wheat, and more.
Crop X has installations in 6 continents, more than 70 countries, covering 5,000+ customers with 20,000+ installations.
Major customers include PepsiCo, Sumitomo, Aliaxis, NEC. CropX currently has 1.47 Mn
Hectare of arable land under management.
En vironmental: reduces water use and agrochemicals, lowering pollution and GHGs.
Health: fewer pesticides improve food safety and farmer wellbeing.
Economical: saves water and fertilizer, boosts yields, and cuts costs.
Impact risk is very low due to proven technology adoption and strong farmer engagement.
ater saved
To date 8 Tn liters 2030
GHG emission avoided
Proteon
Precision biology solutions using bacteriophages to prevent and treat bacterial infections in poultry and aquaculture. With BAFASAL®, the first EU-approved phage feed additive, it eliminates antibiotics from food, and strengthens global food safety by tackling antimicrobial resistance.
Industrial poultr y and aquaculture producers aiming to phase out antibiotics while improving animal health and sustainability. Particularly relevant in regions with high antibiotic dependency and pressure to comply with EU regulations.
In 2023, Proteon s solutions replaced 1.8 t of antibiotics.
This year, BAFASAL® got full EU approval as the first bacteriophage-based poultr y feed additive. Proteon has been active with major customers in India and Brazil for several years.
Health : Reduces antimicrobial resistance risk and eliminates antibiotic residues in food.
This is Proteon s most significant and direct contribution to global health.
Environmental: Lowers feed use, reducing CO₂eq emissions, water consumption, and land impact. Prevents antibiotic discharge, helping to protect ecosystems.
Impact risk is low since regulator y hurdles have been being cleared very recently (EU approval for BAFASAL® from 2025).
Food Saved
Funds
We invested in 5 funds specialized in agri-food tech
€1.6M
INVESTMENT AMOUNT COMMITTED #50 indirect participations
Impact rationale: Animal-free, diversified alternative protein supply chain
Focus: US-based managers covering the full agrifoodtech arc—from seed/platform science to scaling consumer brands. Edge: Broad, tech-driven deal flow via digital sourcing plus deep category expertise in alternative proteins.
€1.2M
INVESTMENT AMOUNT COMMITTED #23 indirect participations
Impact rationale: Backs alternative feeds & better feed conversion
Focus: Aqua-Spark backs global aquaculture innovation—alternative feeds, fish health, and scalable, lower-impact production. Edge: Singular sector expertise with a curated, worldwide deal flow across the aquaculture value chain.
€2.2M
INVESTMENT AMOUNT COMMITTED #53 indirect participations
Impact rationale: Consumer-facing sustainabilit y, deeptech/biotech platforms
Focus: Europe-based managers spanning consumer brands, deeptech/biotech, and earlystage foodtech. Edge: Complementary strategies from incubation to scale, covering climate-linked platforms and commercial traction.
Newtree Impact Crosswords
Sustainable Solutions, One Clue at a Time across
4. Novel protein made with insects, reducing soy and fishmeal
5. Company turning brewery yeast into proteins
7. Canadian company crafting plantbased salmon fillets
9. Spanish leader in plant-based meat with 26% market share
10. Australian startup upcycling shiitake stems into meat alternatives
11. Polish pioneer using bacteriophages to reduce antibiotics in poultry
12. 83% fewer carbon emissions with beanless coffee down
1. Precision farming system using soil sensors and satellites
2. Spanish food-tech developing Go!Drop to cut saturated fats
3. Denmark-based innovator making beer aromas with precision fermentation
6. Belgian group creating cocoa alternatives that cut water use by 93%
8. Finnish startup producing animal-free egg whites via fermentation
12. French company replacing eggs with algae-based ingredients
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Common procedures
C
ction-eggs.pdf
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Oregon State Extension. Hops Fertilizer Guide. https://extension.oregonstate.edu/catalog/fg-79-hops fertilizer-guide and 50+ scientific studies & LCAs reports of common practices. If you’d like to know more please contact us at info@newtreeimpact.com.
LCAs
Alg ama Impact data shared (2025)
Cubiq Foods Impact data (2023)
Yeastup LCA (2023)
CROPX Sustainability report (2024)
Proteon Pharmaceuticals Sustainability report (2023)
Protix LCA study (2021)
Newtree Group LCA (2025)
A tomo Impact data (2024)
Fable External scientific report (2024) [Benchmarked to: Average meat impact (beef, pork, chicken)]
Heura Sustainability report (2023) [Benchmarked to: Average meat impact
(beef, pork, chicken)]
NSF Impact data (2022)
Evodia LCA (2023)
Onego Bio LCA (2024)
“Act as if what you do makes a difference. It does.”
William James