The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

It’s easy to get swept up in the news and activities of the industry’s global titans, but what about the smaller firms that are out there flexing their creative muscles? In this instalment of ‘Start-up of the month’ – which celebrates the lesser-known companies and their innovations – we speak to Dominic Jeong, CEO and co-founder of Simple Planet, a cell-based start-up with a mission to revolutionise food production, addressing the climate crisis while safeguarding global food security and biodiversity.

Can you share your motivations for entering the food-tech industry, and how your background has shaped your vision for Simple Planet?

Influenced by my majors in biotechnology and chemical biotechnology, I have often pondered what is needed to ensure a sustainable environment for future generations. Consequently, concerns about food security, hunger relief and the climate crisis have ramped up, leading me to conclude that fundamental changes in the food production system through cell culture technology are essential.

The food production system that has been in place for the past several decades has greatly contributed to global resource depletion and climate change by producing large quantities of food at a low cost but with significant environmental consequences. Just as alternative energy was introduced to reduce reliance on coal, Simple Planet was founded in April 2021 to create a new food production system focused on protecting the Earth from the climate crisis while preserving food security and biodiversity.

What inspired you to focus on cell-based food as the foundation for Simple Planet, and how has that vision shaped your global expansion strategy?

I found the answer to a ‘sustainable future’ – the ultimate reason for starting a business – in cell-based food. By establishing a new food production system through cell-based food, we aim to contribute to alleviating world hunger.

In recent years, advancements in food production systems have brought prosperity and abundance to humanity. However, by prioritising high output at low costs, these systems have also become major contributors to global resource depletion and climate change, taking a significant toll on the Earth.

These human-induced threats have rapidly reduced biodiversity and put 1 million plant and animal species at risk of extinction. Additionally, the balance of the organically connected ecosystem has collapsed, leading to monotonous changes in the ecosystem due to ‘species extinction’.

The variety of food in our increasingly uniform ecosystem is shrinking, leading to unequal distribution, nutritional deficiencies and food polarisation. This endangers the survival and wellbeing of future generations. To address these issues, we need to create a food production system that reduces the strain on Earth's resources while ensuring a stable supply chain. By developing cell-based food that is resilient to environmental changes and disease, we can help solve food crises and hunger.

Besides, because these problems are not limited to South Korea, we are aiming for globalisation. We are preparing for global expansion in various countries such as Singapore, Thailand, the US and Canada. By leveraging our ability to produce a variety of raw materials with one production system, we are focusing on strengthening our competitiveness through tailored local strategies.

What are the key factors behind Simple Planet's success in the global market?

I believe that for start-ups requiring rapid growth, the most important value comes from the people they work with, more so than in any other company. The reason Simple Planet gained global attention so quickly is because of its exceptional team.

As a research-focused organisation, over 80% of Simple Planet's employees hold master's or doctoral degrees, maintaining a high standard of R&D in the industry. Experts in cell biology, biotechnology and chemical biotechnology collaborate closely to deliver innovative research and foster differentiated competitiveness.

However, simply gathering good people does not guarantee a good company. Cell culture technology demands attention to detail. It involves proliferating cells collected from livestock and securing cell lines capable of indefinite growth to ensure a stable supply. Since these cells are used as food ingredients, developing culture media with edible materials to guarantee safety is essential. Moreover, the technical expertise to commercialise these complex processes is a critical factor for success.

Could you elaborate on the innovative technologies your company uses and their impact on your mission?

According to the UN’s Food and Agriculture Organization, livestock farming occupies 40 million square kilometres, representing 83% of global agricultural land use. Additionally, one-third of the world’s grain production is used to feed livestock. As the population grows, the current food production system is unable to keep up with the increasing demand for meat.

Cell-based agri-tech offers a solution by complementing the existing, unstable agricultural and livestock systems. It is a way to maintain biodiversity through cell culture and reduce the burden on the Earth through circulation rather than using limited natural resources.

Producing just 1 ton of Simple Planet’s cell-based protein powder generates significant value, equivalent to planting 55,500 trees and reducing carbon dioxide emissions by 16,650 tons. This contributes to building a sustainable food supply chain. Moreover, as the supply remains stable regardless of environmental changes, it has the potential to address hunger and food crises worldwide.

Currently, cultivating cells for cell-based food requires foetal bovine serum (FBS), which is derived from the blood of bovine foetuses. Each year, around 2 million foetuses are used for this purpose, and FBS constitutes over 80% of the production cost. To address both ethical and environmental concerns, we are developing a serum-free edible culture medium that aims to reduce costs and enhance the safety of cell-based food production.

What advice would you give to aspiring entrepreneurs in the food and beverage sector, especially those interested in alternative proteins?

From my experience starting several businesses, I've learned that running a business is akin to nurturing a living organism. While the initial business model and direction may evolve, this is not a failure. Rather, it reflects the know-how and insights gained from understanding the industry and adapting to market conditions. If you have a clear vision, I encourage you to continually challenge yourself without fearing failure. However, if your business vision lacks sincerity, you might lose your way amid these changes. Maintaining authenticity is crucial throughout the process.

What common pitfalls do start-ups face in the cell-based food industry, and how can they avoid them?

I believe that, like in any other industry, the biggest difficulty in the cell culture sector is that there is no right answer. You cannot commercialise solely with good products and ideas. Partnering with a senior company that can mentor you on complex market conditions and regulations can provide practical help in running a business.

In January 2024, we signed a strategic partnership agreement with Plug & Play, the world’s largest accelerator and investment company, and S&S Lab which operates Korea’s first private-led shared laboratory, 'IRIS Lab,' to establish a Global Innovation Platform in the food and beverage industry.

Through this agreement, Simple Planet will shed its start-up status and become a senior company. We then plan to mentor junior start-ups by building a system suitable for actual start-up situations. We aim to provide various insights and know-how, such as strengthening business capabilities at different stages, attracting investment, collaborating with domestic and international companies and entering overseas markets.

What trends do you foresee shaping the future of the food industry, and how is Simple Planet preparing to adapt?

Biofoods are poised to become mainstream, with meal replacements like powder shakes, energy bars, chicken breasts and porridge gaining popularity among young consumers for weight management and health. We anticipate these trends will continue, particularly among single-person households and office workers.

However, as the commercialisation of cell-based foods takes time, the current strategy in the food industry focuses on building brand awareness and attracting potential consumers early on. Our future goal is to achieve stable mass production of cell-based food ingredients and introduce a variety of products containing these ingredients once they receive food safety approval.

Simple Planet's cell-based food ingredients have the advantage of being able to improve nutritional content, so we launched 'Balboa Kitchen,' a B2C convenience food brand with the concept of 'nutritious convenience food through dietary fibre'. We also launched ‘Granola,’ which was able to quickly enter the market with our initial product line-up. We have also launched oatmeal and simple cup oat porridge, expanding SKUs and our distribution network domestically and internationally.

How can regulatory bodies effectively support innovation and industry growth in the cultured meat sector?

Listening to the stories of leading companies in the global cultured meat industry can provide valuable insights here.

In Korea, over 33 companies, including Simple Planet, are involved in the development of cultured meat and related technologies. Given the large number of players, it may be challenging to hear from everyone. To facilitate smoother communication and a unified response to the global cultured meat market, Korean bio-future food companies are coming together.

With an increasing number of countries, such as Singapore, the US and Israel, approving the sale of cultured meat, the Bio Future Food Industry Council was established in Korea in July.

I was inaugurated as the first chairman of the Bio Future Food Industry Council in July 2024. As chairman, I will spearhead discussions with regulatory bodies to improve policies, invigorate the industry, and lay a strong foundation for the Bio Future Food sector. Participating companies include start-ups such as Seawith, Dana Green, Cellqua, Space F, Everything But and Tissen Biopharm; and major food conglomerates such as Daesang, CJ CheilJedang, Sempio Food, HY (formerly Korea Yakult) and Shinsegae Food.

What are your key priorities for Simple Planet in the next few years?

Simple Planet’s key priorities are:

- Technology

- Mass production

- Global expansion

Through cell culture technology, Simple Planet is developing high-protein cell-based powders and animal fat pastes rich in unsaturated fatty acids. Our high-protein powder is produced directly from muscle cells without molding, while our fat paste features increased unsaturated fatty acid content using advanced technology. These cell-cultured proteins and fats serve as food raw materials that enhance the taste and nutritional value of foods, including existing alternative proteins.

These products are ready for commercialisation with the addition of various food additives and functional raw materials, benefiting from high production efficiency. Our production system allows for the creation of customised raw materials from a single setup.

Simple Planet also employs key technologies such as cell procurement and SCDP (suspension cell differentiation platform). Traditional cell culture involves cells growing attached to surfaces, which limits mass production due to space constraints. Our specialised suspension culture technology, improved by SCDP, overcomes these limitations, increasing productivity and streamlining the process. We have developed 13 specialised cell lines for producing cell-based foods from cows, pigs, chickens, ducks and fish and are currently building a mass-production system at our mini plant.

Now Simple Planet is preparing to expand into Southeast Asia, including Singapore, Thailand and Malaysia, as well as the US and Canada, to enter the global market.

How does Simple Planet plan to leverage its Singapore research centre and upcoming expansions in Thailand and the US?

In 2020, the sale of cultured meat was approved in Singapore for the first time in the world, followed by the US Department of Agriculture approving the sale of cultured meat in 2023.

In addition, there is a rapid movement to commercialise cultured meat around the world, with the sale of cultured beef approved in Israel in January of this year and the sale of cultured meat as pet food in the UK, approved in July of this year.

In particular, since Singapore is the first country in the world permitted to sell cultured meat and investment in research on cultured meat-related technology is also active, Simple Planet is pursuing technological advancement by establishing a research centre in Singapore. We plan to establish a local corporation and begin production in collaboration with local food companies in Thailand, and we plan to establish a research centre and corporation in the US as well.

Who or what has been your greatest source of inspiration throughout your entrepreneurial journey?

I was greatly inspired by a meeting with the Korea Office of the FAO. About six months after starting Simple Planet, I visited the Korea office of the FAO located at Seoul National University. We had time to talk about what issues are important and what needs to be solved for food security and hunger relief.

In the talk, I was able to find a conclusion about the need for cell-based foods and the direction of how to run Simple Planet. This is because Simple Planet's corporate mission is based on the UN's sustainable development goals, and is being implemented to achieve detailed goals.

Simple Planet’s cell-based foods offer advantages such as high protein content and rapid absorption, making them ideal for individuals who struggle to consume sufficient nutrients due to long-term starvation. These products, which include nutrient solutions, porridge and shakes, are designed for immediate use rather than consumption in their final form.

The ingredients developed by Simple Planet represent more than just food – they embody a new approach to food production. They offer solutions to challenges such as declining food production and quality due to climate change and food supply instability.

We believe that cell culture technology can enhance existing agricultural systems, promoting their horizontal development and strengthening overall food security.

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