Reece and Tegan entered the Hatch program to better understand the domestic market, supply chains and processes involved with value-added food production and supply. They wanted to build their network base and explore potential pathways they could take with their produce, while learning the specific skills and knowledge they will need to progress from idea to prototype.

With the idea of a pre-prepared lentil salad kit, Reece and Tegan narrowed their customer segments and conducted 15 interviews to try and validate their idea.

At the start of the Hatch program, their assumption was that people wanted more plant proteins in their diet, and that they cared about provenance over cost and convenience.

Through evaluating the feedback they received from the interviews, Reece and Tegan discovered that they needed to pivot and pitch their idea from a different perspective than previously thought.

If interviewees knew what a plant protein was, they were hesitant to try it based on a lack of knowledge and exposure. They generally had bad experiences with legumes, finding them dry, tasteless and unappetising. Provenance was a consideration, however it needed to tick other boxes first.

What people did want was something quick and easy to prepare, healthy and something that the kids would eat.

Through the Hatch program, Reece and Tegan’s were able to validate parts of their solution, pivot their product and change their sell to better appeal to and satisfy their market’s needs.