UAE’s Switch Foods sinks its teeth into meat alternatives
▶ Company’s plant-based offerings help to reduce carbon footprint of food production, writes Sunil Singh
Initially considered a lifestyle choice, plant-based diets are gaining traction around the world as a way to reduce the environmental footprint of food, especially meat, at a time when consumers are becoming increasingly health-conscious.
To entrepreneur Edward Hamod, this shift in dietary habits led the Syrian to venture into the production of a novel alternative to meat sourced from animals.
Enriched with years of experience in the food technology industry in the UAE, as well as in his home country, Mr Hamod switched his focus to understanding the impact of food on human health.
In 2022, he launched his own company, Switch Foods, that produces meat derived from plants.
“Recognising a global trend towards sustainable food systems by local authorities, I educated myself on the intersection of food, health and sustainability,” says Mr Hamod, a science graduate from Ohio State University.
“Plant-based meat emerged as my answer to reducing the negative impact of animal meat in the food system.”
Before founding Switch Foods, Mr Hamod was chief operations officer at Abu Dhabi-based Emirates Food Industries. He also served as a member of the Executive Committee for the Abu Dhabi Food Security Centre and offered his services to several committees advising the Minister of Food Security and the Abu Dhabi Agriculture and Food Safety Authority.
Plant-based meat products have the same consistency, flavour and fibrous texture that animal meat possesses.
Animal meat consists of protein, fat, vitamins, minerals and water. While plants lack muscles, they contain protein, fat, vitamins, minerals and water. It is this biochemical similarity between plants and animals that is used to produce plant-based meat.
Substituting vegetables for meat reduces saturated fat content while increasing fibre and nutritional content.
“Our global food system, particularly focusing on beef, ranks as the second-largest emitter of greenhouse gases, following oil and gas. This sector contributes a significant 30 per cent of global greenhouse gas emissions, indicating a considerable environmental concern,” says Mr Hamod.
“Consider this: A substantial 80 per cent of the crops we cultivate aren’t directly consumed by humans but instead go into feeding animals. These animals provide a mere 17 per cent of our overall food supply, leading to considerable environmental consequences, including land degradation, deforestation and water pollution.”
Additionally, the Food and Agriculture Organisation classifies meat as a cancer-causing product, contributing to high obesity rates and cardiovascular diseases, “particularly in our region”, he adds.
Plant-based meat and alternative proteins have steadily gained traction in the Middle East and around the world, a trend accelerated by the Covid19 pandemic, according to a report by Euromonitor.
During the pandemic, meat and dairy production prices were affected as markets faced supply chain issues.
Concerns about sustainability, health, food security and environment further encouraged the production of plant-based meat.
World population growth and an increase in demand is on track to limit the supply of conventional meat. However, plant-based alternatives offer a sustainable solution, potentially feeding a larger population, says Mr Hamod.
“Looking at the bigger picture, there’s a critical aspect of food security. Recent global challenges, whether the pandemic or disruptions in supply chains due to natural
disasters, highlight our dependence on external sources. Producing locally is a strategic move to mitigate these risks,” he says.
“Amid the ongoing issues in the Red Sea, relying on imports through the Suez Canal and the Red Sea has already resulted in price hikes, container shortages and insurance difficulties.
“Local production significantly reduces these risks and fosters a more resilient and sustainable approach to our food supply chain.”
The global plant-based food market could exceed $162 billion by 2030, from $29.4 billion in 2020, according to Bloomberg Intelligence.
In the Middle East and Africa, the plant-based meat and dairy product market is projected to hit $412.96 million by 2029, from $302.26 million currently, expanding at a cumulative rate of more than 6 per cent, according to a report by Mordor Intelligence.
A growing consumer focus on health and sustainability is driving demand for plant-based products across the region.
Switch Foods was incorporated in 2022, and its first production site was inaugurated
in April last year at the Khalifa Industrial Zone in Abu Dhabi.
To make plant-based meat, different producers use varying plant protein profiles as their base. Some use soya while others use wheat or even fava.
Switch Foods uses pea protein as its base because “peas are an excellent source of plant-based protein and boast a remarkable essential amino acid profile known for its protein quality and digestibility benefits”, Mr Hamod says.
The pea protein is then extruded and blended with vegetable fats, flavourings and colours to create a product that emulates traditional animal meat’s taste, texture and appearance.
“At Switch Foods, we start by carefully selecting our source or protein. We make sure it’s a natural, non-GMO [genetically modified organism] and high-quality protein,” says Mr Hamod.
“We then mix the protein with the other elements available in our products such as wholefoods [tomatoes, parsley, onions, etc], add the vegetable fats, fibre, natural plant-based flavour. All of this is done in different steps and with
particular attention to dosages and methods. “After that, we let the mix hydrate, then we pass [it] through a portioning machine, then forming and then freezing before packing.”
Currently, Switch Foods supplies its products across various retail chains in the UAE, including Spinneys, Carrefour, Lulu, Geant, Almaya, Union Co-op and Sharjah Co-op.
Its products are also available online on platforms like Talabat, Careem and Kibsons.
Beyond retail, the company’s products have recently been found across several restaurants in the UAE, including Al Safadi, The Coffee Club, all establishments within The First Group hotels, and all Millennium Hotels restaurants.
The company is looking for collaborations with global players, including Burger Fuel restaurant.
Mr Hamod says the company has “expanded to neighbouring countries, exporting products to Lebanon, Kuwait and Qatar”.
The company has so far raised about $6.5 million from a seed funding round and is in the process of closing another round of $7 million. Since
June 2023, Switch Foods has recorded consistent monthly growth, with a cumulative aggregate growth rate of about 20 per cent a month.
“Examining our current trajectory and growth pattern, we anticipate the 2024 revenue to be around Dh10 million [$2.72 million] from the UAE alone,” Mr Hamod says.
“In the previous year, with only half a year of operation, we closed with a revenue of about Dh2 million in the UAE.”
Mr Hamod says one of the biggest growth drivers for his business remains the increasing number of consumers familiar with the brand over time.
“We’re actively engaging in sampling activations and participating in events to build brand awareness,” he says.
“Positive consumer responses during our product trials are translating into actual purchases. It’s promising to see the same consumers making repeat purchases, incorporating Switch Foods into their regular shopping routines.
“As we continue with sampling and awareness initiatives, there’s a noticeable uptick in consumer adoption and consumption.”