Can alternative protein earn back meat-eaters’ trust? At Prime Roots, CEO Kimberlie Le believes the answer lies in reinventing the deli—one of the most consumed, and most distrusted, meat categories. Using koji mycelium and chef-led formulation, Prime Roots has developed clean-label deli meats that meat-eaters often prefer in blind taste tests.

In this episode, we break down how their ingredient simplicity, category focus, and manufacturing efficiency unlock a more scalable, credible path for the future of food.

Tune in to learn how Prime Roots is rebuilding belief in alternative protein—one deli cut at a time..

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Check out the Leaders on a Mission podcast, where I interview climate tech leaders who are shaking up the industry and bringing us the next big thing in sustainable solutions. 

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Get an exclusive insight into how these leaders started up their journey, and how their cutting edge products will make a real impact. 

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Timestamps:

00:00 – The trust gap in alt-protein

01:12 – Kimberlie’s flexitarian roots

05:36 – Why the deli—not burgers

08:12 – Koji fermentation and clean labels

10:16 – Rebuilding trust through taste

14:01 – Blind taste test wins

18:39 – Product lineup: ham to salami

23:26 – Distribution and go-to-market

28:18 – Scaling with margin discipline

Useful links:

Prime Roots  website: https://www.primeroots.com/

Prime Root’s LinkedIn: https://www.linkedin.com/company/primeroots/

Kimberlie Li LinkedIn: https://www.linkedin.com/in/kimberliele/

Leaders on a Mission website: https://cs-partners.net/podcasts/

Simon Leich’s LinkedIn: https://www.linkedin.com/in/executive-talent-headhunter-agtech-foodtech-agrifoodtech-agritech/