Moonshot Collaborative, research firm for plant-based consumers, launches

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Moonshot Collaborative, the world’s first consumer research firm focused on plant-based and sustainable companies, launched Monday.

Market research expert Che Green and vegan food business leader David Benzaquen have launched their new joint venture, Moonshot Collaborative. It is the world’s first consumer research firm focused on gaining insights from plant-based and sustainability-minded shoppers.

With an audience of thousands of consumers, including vegans, vegetarians, flexitarians, meat-reducers, eco-shoppers, the health-conscious and more, Moonshot Collaborative is aiming to help companies test assumptions to avoid mistakes, increase sales, and grow their brands.

Benzaquen, who is the founder and CEO of PlantBased Solutions, said: “Throughout my years as a consultant, investor, and entrepreneur in the plant-based industry, I have seen a hunger for consumer research, but the options are extremely lacking. We know that consumers are clamouring for new plant-based products. With Moonshot Collaborative’s community of plant-based and sustainability-minded shoppers, companies can feel confident about what they offer.”

The initiative provides qualitative and quantitative research services, which include online surveys virtual focus groups, consumer ethnographies, and product home use testing. The goal is to help companies find their ideal consumer and develop and validate their branding, messaging, product concepts, and more.

Green, a 25-year market research veteran focused on sustainable and ethical consumerism, including plant-based foods, said: “For most plant-based companies, consumer research is cost-prohibitive and does not provide the depth of insights needed to make effective decisions. Moonshot Collaborative’s curated access to active plant-based buyers makes targeted research both accessible and economical for companies ranging from start-ups to those on the Fortune 500 list.”

Anay Mridul
Anay Mridul
Anay is journalism graduate from City, University of London, he was a barista for three years, and never shuts up about coffee. He's passionate about coffee, plant-based milk, cooking, eating, veganism, writing about all that, profiling people, and the Oxford Comma. Originally from India, he went vegan in 2020, after attempting (and failing) Veganuary. He believes being environmentally conscious is a basic responsibility, and veganism is the best thing you can do to battle climate change. He gets lost at Whole Foods sometimes.