Hawkins’ past pursuits have been far from vegan. He was the creator of Lunchables and previously worked with Slim Jim to extend the shelf-life of processed meat products.
However, in 2015 the World Health Organisation released a report stating that processed meats are carcinogenic. In the same year, Hawkin’s developed vegan brand Improved Nature.
At a recent conference regarding ‘Food Policy & Our Future’, Hawkins discussed Improved Nature’s innovative approach.
Usually, 5 pounds of soy is required to produce one pound of pork. Improved Nature uses one pound of plant protein and creates 5 pounds of plant-based meat- a largely more efficient system.
Improved Nature’s website states that these plant-based products can replace meat “without anyone realizing you are serving a meatless dish”.
Various meat-alternatives are available, such as plant-based chicken wings, steak, and pork cutlets.
Last year, the company invested $3 million in its first production facility.
Improved Nature says, “We believe that it′s the small acts which affect the most change in our world”.