Edgy Veggie plant based meat
| Reference number | |
| Coordinator | Edgy Veggie AB |
| Funding from Vinnova | SEK 300 000 |
| Project duration | April 2021 - February 2022 |
| Status | Completed |
| Venture | Innovative Startups |
| Call | Innovative Startups step 1 spring 2021 |
Important results from the project
The partnership with Movement Sales partners (now Conaxess trade) has successfully met its purpose. The project had the aim to increase our customer base and increase our visibility as a well-established Swedish brand, in order for the consumers to have a bigger range of sustainable and Swedish meat-substitutes to choose from. The project has developed in parallel to the sales conducted by our sales officer, and to the work done on our marketing channels to increase our attractiveness.
Expected long term effects
The project has allowed us to increase our customer base, predominantly in the area of Stockholm, followed by Skåne and Göteborg. The project has also led us to increase our brand recognition and brand awareness with the final consumers, and the increased visibility and interest in our brand and products has had a positive impact on our brand validation within the industry, which has allowed us to attract the interest of several players.
Approach and implementation
The partnership financed with the project was extended from being a 10-month partnership to a 12-month partnership due to a setback experienced during the summer months. The project was administered by Edgy Veggie and carried out in collaboration with Movement Sales Partner (now Conaxess trade). Edgy Veggie’s team worked in parallel with Movement to facilitate the implementation of the project.