You can only spend a certain amount of time in traditional agriculture before questioning the status quo. “Throughout a decade in ag-food tech, I designed industrial animal protein projects for food companies and governments across 13 countries. After years of figuring out ways on how to make meat, dairy, and eggs more cost-efficient, I have come to the realisation that something needs to change,” says Eran Groner as he shares his “why.”

Having had to experience, intimately, how animals were farmed, he made up his mind to stop doing what he was doing and start his journey in alternative protein. “Eggs, of all alternative proteins, are the least developed, and so I was very happy to have met Yosefa and Nisim Ben Cohen, my co-founders,” the self-taught generalist and liminal thinker recalls. “I was standing in Yosefa’s home kitchen, Nisim was preparing the egg for me. I couldn’t believe my eyes, it looked so egg-like! After grabbing a piece of fresh bread and breaking the egg yolk (a perfectly runny yolk!), the defining moment occurred: this product was so good in every way that it could transform how the world produces and consumes eggs.”