TL;DR: Motivated by a desire for meaningful work, Ella has transitioned from a role in sustainability research and project management in the property industry to focus on accelerating sustainable food systems in Asia. Her shift into the Alternative Proteins sector was facilitated by networking opportunities and a grant for consumer research on plant-based meat in China. Drawing on her previous experiences, Ella advises aspiring professionals to prioritize networking and emphasizes bringing a startup mindset to nonprofit work in the industry.

Can you describe your professional background prior to your transition into the Alternative Proteins sector?

Most recently I’ve been working as a researcher and project manager for a pan-Asian sustainability think tank. Before that I also did user experience research and project management for a corporate innovation team in the property industry: we conducted workshops with internal stakeholders, found business pain points and opportunities for innovation – and then worked with startups to trial new solutions for a company that had historical roots tracing back two centuries.

What motivated you to consider a career change from your previous industry into Alternative Proteins?

I have always sought meaning at work but never really found it. That was until I reconnected with Good Growth’s founder, Jah Ying Chung, who was doing various things at the time, including design thinking workshops and helping people find meaningful jobs. Our interests matched up and we collaborated on a workshop together while I was still working at my previous job. We also received a grant to work on consumer research related to plant-based meat in China in late 2020, so I jumped on the opportunity because I have experience with research and I love food. Since then, we’ve refined Good Growth’s focus to accelerating sustainable food systems in Asia, as we believe this is an important and neglected cause area in the region.

How did network or resources help you in securing a position within the Alternative Proteins industry?

It’s all about networking: I wouldn’t have become part of the team, and we wouldn’t be able to do most of our work without knowing and speaking with people in the industry. Whether that is through conferences or warm introductions, networking is for sure the most important component of a job/opportunity search.

Can you share any notable career achievements or milestones you've reached since transitioning to the Alternative Proteins industry?

In collaboration with The Good Food Institute APAC, we are about to launch a 6-country study on the dietary habits and consumer demand for plant-based meat in Southeast Asia. I have also worked with two major international farmed animal welfare organizations to conduct market research for them.

As someone who has successfully transitioned into the Alternative Proteins industry, what advice would you give to others looking to make a similar change?

I might be repeating myself but networking is the most important aspect. This industry is small, so don’t be afraid to reach out to people for a coffee chat, and also to help others when you can! For example, I joined the Alternative Protein Fundamentals online course where I met some people in the field.

How did you first become interested in the field of Alternative Proteins, and what steps did you take to pivot your career in this direction?

I have always had the “omnivore’s dilemma” but I wasn’t serious about cutting meat until around 2018 when I learned more about farmed animal welfare issues. That was also when brands like Impossible Foods, Beyond Meat, and OmniFoods started coming out with products.

Food has always been an important part of my life, so new foods like plant-based meat fascinated me and I wanted to try all of them. Jah Ying also happened to be working on a consumer research project related to this, and so I jumped on the opportunity to be involved. 

In what ways has your previous professional experience influenced your approach within the Alternative Proteins sector?

Bring a startup mindset and approach to non-profit work. We are trying to bring the design thinking mindset to our research (so it is always actionable), and help other organizations use research/evidence-based approaches in their strategy.

Do you have any memorable stories related to your work in Alternative Proteins that you'd like to share?

More of an encouragement to those building their own small organization or company like ours: what I’ve learned is it generally takes about two years for the uncertainties of a startup to settle down and find their way. For us, the first two years came with a lot of instability and we were unsure whether we would be able to continue and grow. Momentum started to grow more in our third year and now going into our fourth, we are hoping to be able to take on bigger and new types of projects!

What have been some of the most rewarding aspects of working in the Alternative Proteins sector for you personally?

The fact that I am able to combine my love of food, animals, and sustainability into one role, and that I am able to devote my working life to such an important and hugely neglected issue, especially in Asia.

How do you stay informed and continue to develop professionally in an industry that is constantly evolving like Alternative Proteins?

Following LinkedIn pages and subscribing to newsletters from organizations like The Good Food Institute, Better Bite Ventures, Green Queen, Vegconomist etc.

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