This is a summary of the interview that Erin gave on the “Cultivating Careers in the Alternative Protein Industry” podcast with Jeffray Behr.

What inspired you to get into the Alternative Protein space?

As a kid, I was always interested in sustainability and anything related to the environment. Growing up in Shanghai, I witnessed a lot of pollution, with skies so bad that we sometimes had school let out early. One day, the pollution was so severe I couldn't see 500 meters in front of me. This experience ingrained in me a desire to help the environment. In high school, I turned vegan out of curiosity and health reasons, as I'm lactose intolerant. After making the dietary change, I researched the environmental and ethical benefits of veganism, which led me to discover the Alternative Protein industry. I realized this was the field I wanted to focus on in my studies and career.

That's a unique perspective. How did your journey lead you to Green Monday?

During university, I studied environmental policy and took on internships in sustainability, education, and marketing. In my last year, I worked part-time for a startup consulting group in Shanghai, helping expand the plant-based industry in China. My work involved community engagement, marketing, and sales, which helped me build a network and gain industry knowledge. This was around 2020, a significant time for the plant-based industry in China, with many international players entering the market. After graduating, I was recruited by Green Monday due to my impact in the consulting group.

Can you explain what Green Monday is and the type of work they do?

Green Monday is a multi-venture platform that promotes sustainable living through a plant-based diet, encouraging people to eat plant-based at least one day a week. It started in Hong Kong and now has branches across Asia and the Americas. The organization includes Green Monday Holdings, which distributes the Omni Food brand, Green Monday Ventures for impact investment, and the Green Monday Foundation for advocacy and community engagement.

It sounds like Green Monday covers a lot. What is your experience with the Alternative Protein landscape in Asia?

The Alternative Protein market in Asia presents both challenges and opportunities. One challenge is marketing and consumer acceptance due to the religious component, particularly Buddhism, where meatless products have existed for centuries but are mainly targeted at Buddhists. This can create confusion and resistance among general consumers. However, there's significant space for growth and innovation, especially in non-dairy products and seafood alternatives. More brands are entering the market, and there’s potential for local startups as well.

What did you do as a business development executive at Green Monday?

My main role was to maintain and establish new client relationships within the HoReCa (hotel, restaurant, and coffee) sector in Shanghai, targeting Western-facing clients and high-end restaurants. It was a fun and unique role, involving meeting people in the food and beverage industry and promoting plant-based products. Seeing the fruition of my work in new plant-based options in Shanghai was incredibly rewarding. Building relationships and learning about different views on plant-based products were some of my key accomplishments.

Do you think your educational background helped in your role?

Definitely. My degree in environmental policy and minor in biology were directly related to sustainability. I also took food-related courses like community food systems and nutrition. My senior thesis on the plant-based industry in China, written while working at the consulting company, helped me dive deep into the industry from both consumer and business perspectives.

Where do you see yourself in the next five to ten years?

I hope to continue working in this industry, possibly in a management role or something related to marketing or research. I’m passionate about this field and want to be a role model for others exploring it. I’m excited to see the progress and impact of the Alternative Protein industry in the future.

What advice do you have for job seekers in the Alternative Protein space?

Be confident and let your passion show. Recruiters look for dedication and interest in the field, which can come through in how you express yourself. Of course, internships and jobs in sustainability help, but find other ways to showcase your passion. I run an Instagram food blog, which demonstrates my dedication to the industry. It's a great creative outlet and adds value to your resume.

Is Green Monday hiring for more roles in the Alternative Protein space?

Yes, they are hiring, especially in the Hong Kong office, with some positions in the UK and US as well. Roles are mainly in marketing and sales, and they’re posted on Green Monday’s LinkedIn profile and website. I'll provide links in the show notes.

Could you speak to the size and growth of Green Monday during your time there?

When I joined, Green Monday was rapidly expanding. They had just started recruiting in Shanghai, and within a year, they grew to almost 100 employees. The growth rate was impressive, reflecting the increasing interest and opportunities in the Alternative Protein industry.

Do you have any advice for job seekers in the industry?

If you’re passionate about this industry, let it show. Don’t be afraid to take risks, apply for internships, or attend events to network. That's how we met, and it’s very helpful for making connections. Feel free to connect with me on LinkedIn for advice or just to chat. I believe this industry will have a significant impact in the future, and I’m excited to see it grow.

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