On marketing meals that are good for your heart

Antonio Tiu

Antonio Tiu, founder of publicly listed Agrinurture, is set to again blaze a new trail with his plans to launch plant-based meat substitute products this year.

Here, Tiu, a former adjunct faculty member of De La Salle University, recipient of the EY Emerging Entrepreneur of the Year 2009 and the Ten Outstanding Young Men (TOYM) of the Philippines in 2011, shares with us the importance of eating the right kind of food.

Q: You became a vegetarian after your father died of cancer two decades ago, a time when it was still not fashionable to be one. What are the benefits of being a vegetarian?

A: Spiritually, attracting positive energy brings more happiness. I also do not agree that we should establish our dietary needs or, worse, just plain sensual pleasure on the suffering of animals. Physically, the faster digestion and better blood circulation improve my concentration and allows me to work longer hours. The healthier lifestyle also slows down aging.

Q: Real men eat meat was a campaign that linked masculinity and strength to eating meat. You want to make agriculture and agri products sexy, can you share with us the common misconceptions about being vegetarians that need to be corrected?

A: If you notice, there is only ‘horse power’ and no ‘tiger power.’ There is no truth behind the belief that not eating meat makes one feel weak. Real men should aim for long-range sustainability and not just short-term strength. Being a vegetarian is not just sustainable power for the body and spirit, it is likewise friendly for the environment due to the lower carbon footprint.

Q: In the Netflix show “The Game Changers,” subjects exhibited a significant improvement in their blood test results after just seven days of eating plant-based meals. Do we have tests showing similar results here?

A: I am not a doctor, but since a vegetarian diet improves blood circulation, it really should help.

Q: The Keto diet (high fat) is not for everyone. Would you say the vegetarian diet is for everyone, considering there are also nutritionists who are against full vegetarian and vegan meals?

A: The vegetarian diet is for everyone, but certain plant-based fats should be part of the vegetarian diet to complete dietary requirements.

Q: What will you call your new soy-based meal? What is the price range and your intended distribution strategy?

A: “Fit Bites by Big Chill”. We will aim to reach up to the lower income segment of the society by offering competitive prices compared to meat products. We want to make the “game changer” affordable and accessible to everyone. —CONTRIBUTED

Josiah Go is the Chair and Chief Innovation Strategist of Mansmith and Fielders Inc. Follow him at www.josiahgo.com