Photography courtesy Seed to Surf
Seed to Surf caught the eye of Whole Foods partly for its delicious taste and stunning packaging, says Kelly Landrieu, global coordinator/director, local and emerging brands, at Whole Foods Market. “It’s the first of its kind, while also managing to be absolutely delicious… They knocked it out of the park. The fact that it’s a vegan product in that tinned-fish world brings us a new set of eyes to that category.”
Landrieu says the selection criteria for LEAP also looks at company founders. “They’re innovative and passionate, but they’re also not blinded by their own success or their products – they’re willing to evolve and evolve with us,” she says.
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On the impression Seed to Surf made during the selection process, Landrieu says, “The founders were incredible… They showed up with a lot of passion and they were able to tell their story in a compelling way. You could just tell their belief in what they’re doing is so strong, that they were going to do it one way or another.”
For Seed to Surf, it was important to be vegetable-forward and not just recreate meat. “We’re never going to say, ‘we’re snow crab.’ We’re going to say, ‘we lead with the vegetable or the funghi,’” Bergquist says. “We want people to think we’re not trying to pretend we’re something we’re not. But we’re adjacent.”