16. MeatFreed

Founders: Patrick Huang and Mike Morris

Website: https://www.meatfreed.com/

Business: A food app that incentivises people to choose plant-based.




MeatFreed is a food app with a grand vision to reduce individuals’ food-related carbon footprint by 70% through making plant-based mainstream. Meat consumption has the highest carbon footprint across all diets. As an increasingly viable option to reduce meat consumption, the plant-based alternatives market is valued at $68B and growing at 15% CAGR.

16-24s are critical to start and maintain long-term adoption towards a more plant-based diet that lasts their lifetimes and their families’. However, 16-24s are still forming opinions and bombarded with marketing clutter.

MeatFreed focuses on an existing interest area for 16-24s with nearly 50% already open to reducing meat consumption. The startup offer hyperlocal ways for members to engage with plant-based from discounts to a community of like-minded members.



Before MeatFreed, brands have used traditional marketing channels, e.g. national advertising and social media, all challenged by the fickle nature of 16-24s. MeatFreed now offers brands a new promotional opportunity to access their engaged membership.

For this year, MeatFreed are seeking to register 20K engaged members with the support of partners like media platforms and seed-stage investors. To reach this Year 1 target, the startup’s key strategies are to work with students and partner with media platforms.

Patrick Huang and Mike Morris are the two co-founders of MeatFreed. Patrick brings over 15 years of experience in marketing strategy and operations as a former management consultant with IBM and was designated as one of TechRound UK’s BAME 50 under 50 in 2021. Mike Morris has over 30 years of experience in advertising, content, and global events as the former director of Channel 4, Saatchi & Saatchi, and a founder/director of Taste of London. The team’s expertise is rounded out with our advisors like Ana Iorga (neuroscientist for behaviour change and one of the CX Stars 2021) and Chris Kelly (founder of Copa90, a football engagement platform).


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