Food Tech Startup of the Week is a series of interviews with founders and CEOs of Israeli startup companies in the Food Tech industry, in a collaboration with the ACT Hub. We share their stories about early struggles, growth, and success, in the hopes of providing some insight for entrepreneurial spirits looking to walk in their footsteps.
This Week’s Startup – Yo-egg
Yo-egg makes a vegan fried egg that is indistinguishable from chicken eggs. It is 100% plant-based and cholesterol-free. The vegan egg contains the same amount of protein and other nutrients as the original egg.
The female-founded startup, Yo-egg, was one of the six finalists in the Women of Agrifood Nation Competition on June 6, 2021. Yo-egg is a plant-based fried egg and differentiates itself from others. Competitors in the market tend to use liquid or powder form for their egg alternatives, while Yo-egg is a vegan sunny-side-up egg that looks just like an actual egg. The egg excels in appearance, touch, taste, and most importantly, nutritional value.
We had the opportunity to interview Yosefa Ben Cohen, Co-Founder, and CEO, to hear about her experience in helping grow Yo-egg. Yosefa participated in the Women of Agrifood Nation Competition. The event was created to help female founders of food tech startups by providing business support and promoting investment in their companies.
How have you felt on your journey to where you are today? What were some of the key moments in your journey?
“At first I had concerns about the competition and especially about presenting Yo-Egg in front of an audience of professionals in the agri-food world, but the encounters with the mentors during the preparation for the finals strengthened me more and more. Each of them has given me new value to my business and my confidence and understanding within what I do.”
What motivates you to keep going when you get turned down, especially as a woman in this sector?
“My motivation comes from believing in my product, my team and the value I bring to the alternative protein industry. Understanding the importance of finding solutions to reduce consumption of animal-based products only strengthens me and makes me stronger even when I get turned down or misunderstood as a woman entrepreneur.”
In your experience, what has been the biggest challenge working in a startup as a woman, and how do you find ways to overcome these challenges?
“Along the way, I came to know that the world of startups is led mostly by men and they often have a different point of view and ‘language,' and I learned that precisely when I stay true to my point of view and the way I see fit to do things – that's where my strength lies.”
Anything else you would like to include about women in Food Tech/Agri-Food
“I wish to see more & more women lead the entrepreneurship world, especially in Food Tech. Our insensitivity is important!”
The judges were very impressed with the work done by Yosefa and the Yo-egg brand. The company says that after focusing on Israel for a few months, it plans to enter the UK market.
The plant-based egg market is one of the fastest-growing sectors in the agrifood-tech industry. According to an article from Fi Global Insights, “In the US, the plant-based egg category is already worth $10 million, with dollar sales of plant-based eggs growing 192% between 2018 and 2019 and 228% in the 2017 to 2019 period, according to The Good Food Institute (GFI), a non-profit organization that works to expand the animal-free food market.”
One of the main benefits of plant-based egg substitutes is the ability to manufacture and develop the product to meet certain nutritional values. The Yo-egg fried egg is designed to contain the important vitamins and minerals that are in a chicken’s egg but without all of the cholesterol and unhealthy aspects. This also means that you can use egg substitutes, like Yo-egg, more frequently than a chicken’s egg without worrying about the harm of overeating cholesterol from too many regular eggs.
YO-Egg
