Inside The Mighty Kitchen with George Vou
Culinary Innovation Meets Sustainability
Founded in 2019 and based in the picturesque city of Larnaka, The Mighty Kitchen has swiftly etched its name in the realm of plant-based cuisine. At its helm stands George Vou, who has a rich background in startup culture and a passion for culinary excellence. The Mighty Kitchen excels in using data modelling and materials chemistry to craft fibrous, plant-based poultry products that are not only healthy but tantalizingly delicious. Their product range, encapsulating the essence of Mediterranean cuisine with items like plant-based gyros and shawarma, is a testament to their commitment to blending tradition with innovation. Notably, the company has been recognized as a "Rising Star" in Deloitte’s Technology Fast 50 program and has expanded its reach to the Greek market, making its presence felt in over 600 stores across Greece. Moreover, in collaboration with TGI Fridays Cyprus, the company has revolutionized the menu by substituting traditional chicken with plant-based chicken, and introducing mouth-watering options like Plant-Based Bao Buns and Cajun Chickn Pasta, catering to the rising demand for meatless choices without sacrificing flavor.
As we dive into our conversation with George Vou, we explore a tapestry of topics that underscore the journey and ethos of The Mighty Kitchen. Vou shares his motivations for venturing into the plant-based meat industry, a decision deeply rooted in sustainability, ethical food production, and a desire to address global food challenges. In addition, George elaborates on how The Mighty Kitchen leverages its Cypriot heritage to infuse cultural richness into their products, setting them apart in a competitive market. Furthermore, we delve into the intricate technology and data-driven approach that underpins their production process, ensuring ethical and sustainable practices. The interview also touches on the upcoming fundraising initiatives, future product innovations, and Vou's insights on the trajectory of the plant-based food industry. With an eye towards the next decade, Vou contemplates the evolving landscape of plant-based cuisine and the role of companies like The Mighty Kitchen in shaping a more sustainable and flavorful future.
A combination of things. Contributing towards more sustainable food production, creating alternatives that alleviate suffering, environmental impact, feeding a growing global population efficiently - all these issues are close to my heart so I wanted to immerse myself into a space that I believe can make the most possible impact.
I was coming off a corporate background in FMCG (fast-moving consumer goods), mainly drinks, followed by a six year tech startup building cycle that was super rewarding in terms of learning, meeting fascinating people and generally getting things done.
Then when I paused for a month or so to consider next steps, the only things I could think about were the challenges I listed above. So I just thought, get your head down, learn and relearn whatever you have to, and jump in. I learn best by doing, so I did.
Nowhere is really known for alt proteins yet. The industry is under a decade old. What our region is known for though, is great food. Fantastic, flavourful, culturally rich food. That’s what we do.
This last year has been fascinating for us as we’ve rolled out products, created key partnerships and received tons of feedback
Cyprus is a beautiful place to grow a company and test the waters. This last year has been fascinating for us as we’ve rolled out products, created key partnerships and received tons of feedback - all of which helps us to open new markets and learn as we go along.
It's who we are. We’ve often said that we’re in the process of exporting food culture 2.0. The same amazing flavours, history and tradition that my grandfather took abroad 75 years ago, we’re doing that again but replacing the core protein component with something better.
We have products that speak to this directly like our Greek style Chick*n Gyros, Cypriot ‘meatballs’ and a Shawarma product influenced directly by two or three surrounding countries.
But here’s the real usp (unique selling proposition). Because we’re obsessed with flavour, we also made sure that our plain products are able to absorb and hold flavour just as well. So yes our range is based on the region, but the base we created is for the world.
Sure. So we did a lot of work early on using data to fine tune formulations that would be able to produce results at a smaller scale, but to a large degree of accuracy. Our space requires large scale testing to produce in the quantities that we currently do, which can lead to a lot of waste. We solved for that.
We still abide by this and have made breakthroughs in fat composition and distribution as well as succulence comparative and better than actual chicken.
I could talk about food all day, but in the end, the proof is in tasting.
We are now on the verge of opening up a new round by the end of 2023 which will be positioned as a pre-series A
So we’ve been pretty lowkey about what we’ve raised so far. We’ve brought in money from grants, competitions and an amazing group of investors, but we are now on the verge of opening up a new round by the end of 2023 which will be positioned as a pre-series A.
In terms of product pipeline, there’s a lot that we can do but only a few things that we really should do. Expect deeper dives into Mediterranean and other ethnic cuisines, version 2 of our product range and more.
It all depends where those misconceptions are coming from. If they’re genuine customer driven questions or competitor industries just trying to slow down the inevitable.
Our job is to offer the best possible products to curious, conscious consumers, and then see what they think
We’re open to working with everyone and we think that plant-based will follow a similar trajectory to milk. Look, not everyone will switch or even try, but that’s not our job.
Our job is to offer the best possible products to curious, conscious consumers, and then see what they think.
If we serve you every day of the week, amazing. If you want to eat gyros from us on a night out twice a year, we’re still here for you. It’s about giving people choices, and if the choice is appealing, people will always come back to you.
