Who knew potatoes were this exciting?
Whether it’s crispy fries, fluffy mashed potatoes or a warm baked spud, potatoes have long been confined to kitchen duties. But now, they’re taking center stage in sustainability and innovation. Let’s delve into how this everyday—and arguably everyone’s favorite—vegetable is being transformed by startups into extraordinary products, showing us that sometimes, the most revolutionary ideas come from the most unexpected places.
1. Awevo Foods
Image by Awevo via Vegconomist
In the heart of Madrid, Awevo Foods is redefining the way we think about plant-based alternatives. Co-founders Javier Redondo and Erika Reyes kicked things off with an intriguing product: plant-based liquid eggs made from potato protein. Available in both 400 ml and 1,000 ml formats, these eggs allow you to whip up everything from omelets to cakes, all without losing the rich flavors or textures we love.
Launched in 2022, Awevo started out as a research and development project at the plant-based restaurant Frutas Prohibidas in central Madrid. By June this year, they were ready to roll out their flagship product—liquid eggs. Not stopping there, they also introduced Awevo Clara, a powered egg white alternative that’s allergen-free.
These products are designed to mimic the culinary properties of real eggs, minus the cholesterol and saturated fats. Looking ahead, Awevo plans to spice up its range with innovative takes on traditional favorites, like boiled and poached eggs with runny yolks, all made from potato protein.
Awevo also takes its environmental responsibility seriously. According to the startup, its egg alternatives are much greener than chicken eggs: they emit 90% less greenhouse gas, use 83% less land and consume 95% less water. Additionally, their products eliminate the risk of Salmonella—a common concern with traditional eggs. Overall, Awevo’s offerings can make it an egg-cellent alternative to eggs (pardon the pun).
2. Potato Parcel
Image by The Potato Parcel via Facebook
Ever thought about sending a message to a potato? Well, Potato Parcel thinks you should. This playful twist aims to add a touch of humor to gift-giving.
The idea sprouted in 2015 when founder Alex Craig played around with the concept of a stamped potato. He quickly set up a website to spread his quirky idea. By October that year, Craig sold the business to Riad Bekhit for US$42,000. This decision came just in time for their successful pitch on ABC’s Shark Tank in 2016, which landed them a deal with Kevin O’Leary.
Since its appearance on Shark Tank, Potato Parcel has expanded its offerings. Initially, the offerings were simple: Potato Parcels (a potato with a handwritten message) and Potato Pals (a potato featuring someone’s face). Now, you can have a postcard printed on a potato, design a customized potato gift bundle with snacks and, of course, a potato bearing a message or a photo.
As of 2024, Potato Parcel is valued at approximately US$2.5 million. One customer, Mark Rojek, chose potatoes over traditional Christmas cards, sending out spuds with the message, “We forgot to buy cards so here’s a potato. Merry Christmas from the Rojek family.”
Finally, the cheery on top of a greeting potato is that recipients can either savor it for dinner or plant it in their garden, an eco-friendly twist encouraged by the company.
3. Finally Foods
Finally Foods cofounders Dr Basia Vinocur (left) and Dafna Gabbay (right)
Image by Finally Foods
Finally Foods is on a mission to reshape the dairy industry—without a single cow. Co-founded by CEO Dafna Gabbay and CTO Dr. Basia J. Vinocur, this innovative startup uses molecular farming techniques to modify plants to produce proteins traditionally sourced from animals. These proteins can then be used to make products like eggs, meat and cheese. Right now, they’re supplying these plant-derived proteins to cheese makers eager to produce vegan cheeses.
Instead of soy, a common ingredient in the molecular farming industry, Finally Foods opted for potatoes to produce casein—a protein normally found in cow’s milk. This is because potatoes simplify the process of extracting and purifying the protein. Although the modified plant is considered a genetically modified organism (GMO), the casein itself does not carry this label.
Notably, Finally Foods uses artificial intelligence (AI) to amp up its process. By using AI, they can fine-tune how potatoes are engineered, boosting their output of dairy proteins while reducing the usual trial and error seen in plant breeding. This not only accelerates research and development but also slashes costs.
Finally Foods adheres to a waste-not, want-not philosophy. Post-extraction, the leftover plant material isn’t discarded but repurposed as animal feed or into biodegradable polymers. This commitment ensures that every part of the potato is put to good use, reinforcing the company’s philosophy of maximizing resource use and contributing to more sustainable agricultural and food systems.
4. Fibe
Textile fiber from potato stems/leaves
Image from Fibe via Spring Wise
Co-founded by Idan Gal Shohet and David Prior Hope, Fibes is an innovative startup based in London that has developed the world’s first textile fiber derived from potato harvest waste. This startup tackles a major agricultural challenge: the disposal of potato stems and leaves upon potato harvests. Normally, these byproducts are burned or left to decompose naturally.
Fibe’s technology converts this agricultural waste into a cotton-like fiber, all the while without using harsh chemicals. This fiber offers a viable alternative to traditional textiles like cotton and polyester, and it’s versatile enough for making everything from lightweight shirts to sturdy canvas. According to the startup, its potato-based fabric even outperforms traditional bast fibers like hemp and linen in softness and strength.
Moreover, Fibe’s production has a substantially smaller carbon footprint than conventional materials. For instance, Fibe’s production method reportedly uses up to 99.7% less water, 82% less carbon emissions and requires no additional land compared to cotton farming. This innovation not only promotes sustainability in fashion but also provides farmers with a new revenue stream by purchasing their otherwise discarded crop residues.
Wrapping up
These startups show us that the humble potato is more than just a staple on the dinner table. It’s a versatile powerhouse driving innovation across industries—from food to textiles. But it’s not just potatoes making waves; other fruits and vegetables, along with their by-products—like banana crops, pineapple leaves and cacti—are also being repurposed into our everyday products like shoes, wallets, bags and even car seats.
As both consumers and brands grow more eco-conscious, we can anticipate even more inventive uses for these natural resources. So, what’s the next food item that will revolutionize the way we think about sustainability and innovation? The possibilities are as endless as our imaginations.
Also read:
- 5 Plant-Based Leather Brands Leading the Sustainable Fashion Revolution
- Cleantech Innovations: Pioneering Startups Shaping the Future of Sustainability
- Four Biotech Startups Fueling the Healthcare Landscape
Header Image from Freepik
