Q&A with Max Elder: ‘Alt-Protein Needs to Engage the Cultural & Political Elephants’

Max Elder, co-founder of plant-based meat company Nowadays, reflects on the shutdown of his vegan chicken nugget startup due to fundraising challenges. Despite successful performance in D2C and retail channels, the financial burdens associated with frozen food distribution were too high without substantial capital. Elder, now managing director of Food System Innovations, emphasizes the need for alternative protein companies to engage with cultural and political factors in addition to addressing taste and nutrition.

Elder shares his pride in Nowadays’ accomplishments and the importance of making values-based decisions as a founder. He advises existing and new plant-based brands to consider institutional procurement for environmental impact and sustainability. With a belief in the future of the alternative protein industry, Elder highlights ongoing innovation, market opportunities, and the importance of addressing social, cultural, and political issues to accelerate the transition towards alternative proteins.