Before the first-known U.S. coronavirus cases emerged in Rebellyous Foods’ hometown, Seattle, the startup was catering to the food services industry, targeting its its line of plant-based chicken products to cafeterias, schools, and other institutions.

Rebellyous pivoted, accelerating development of a consumer product it could sell at grocery stores. Today that product is available at 14 mom-and-pop markets throughout the Seattle area.

"We really started to re-strategize about who was going to be our customers and who was going to be Rebellyous in a world where we don't go to ballparks and stadiums and even to school for a very long time," said Rebellyous CEO Christie Lagally, a former Boeing engineer. "It was dawning on us pretty quickly there that we had to do something different, and probably for the best. Sometimes these are really, really hard situations but they put us in a better position to be able to offer our products in the future."

In September, Rebellyous plans to retire the plant-based chicken product that it has been temporarily selling in Seattle-area stores to make room for a new suite of items. The startup plans to sell a new Rebellyous chicken nugget, chicken tender, and a chicken patty all made entirely from plant products.

The pivot is fueled by a $6 million investment Rebellyous secured in April. The startup distinguishes itself from other plant-based meat companies, like Beyond Meat and Impossible, by engineering its manufacturing equipment in-house.

We spoke with Lagally to learn more about Rebellyous Foods in the first installment of a special GeekWire Podcast series catching up with some of the finalists for the upcoming GeekWire Awards, a live virtual event at 4 p.m. on Thursday, July 23. Rebellyous is one of five finalists for Innovation of the Year. You can register here to watch the awards for free.

Before the first-known U.S. coronavirus cases emerged in Rebellyous Foods&rsquo; hometown, Seattle, the startup was catering to the food services industry, targeting its its line of plant-based chicken products to cafeterias, schools, and other institutions.
Rebellyous pivoted, accelerating development of a consumer product it could sell at grocery stores. Today that product is available at 14 mom-and-pop markets throughout the Seattle area.
"We really started to re-strategize about who was going to be our customers and who was going to be Rebellyous in a world where we don't go to ballparks and stadiums and even to school for a very long time," said Rebellyous CEO Christie Lagally, a former Boeing engineer. "It was dawning on us pretty quickly there that we had to do something different, and probably for the best. Sometimes these are really, really hard situations but they put us in a better position to be able to offer our products in the future."
In September, Rebellyous plans to retire the plant-based chicken product that it has been temporarily selling in Seattle-area stores to make room for a new suite of items. The startup plans to sell a new Rebellyous chicken nugget, chicken tender, and a chicken patty all made entirely from plant products.
The pivot is fueled by <a href="https://www.geekwire.com/2020/amid-pandemic-rebellyous-foods-snares-6m-plant-based-nuggets-plans-next-pivot/">a $6 million investment</a> Rebellyous secured in April. The startup distinguishes itself from other plant-based meat companies, like Beyond Meat and Impossible, by engineering its manufacturing equipment in-house.
We spoke with Lagally to learn more about Rebellyous Foods in the first installment of a special GeekWire Podcast series catching up with some of the finalists for the upcoming GeekWire Awards, a live virtual event at 4 p.m. on Thursday, July 23. Rebellyous is <a href="https://www.geekwire.com/2020/vote-pacific-northwests-best-innovation-geekwire-awards/">one of five finalists for Innovation of the Year</a>. You can <a href="https://www.geekwire.com/events/geekwire-awards-2020/">register here</a> to watch the awards for free.

GeekWire brings you the week's latest technology news, trends and insights, covering the world of technology from our home base in Seattle. Our regular news podcast features commentary and analysis from our editors and reporters, plus interviews with special guests.

GeekWire reporters John Cook, Todd Bishop and guests talk about the latest tech news and trends.

Advertisement