Akua: Leveraging Kelp for Sustainability

One of the primary concerns of the green movement has consistently been food. A complicated matter with controversy to spare, so many variables go into a given food product that it is difficult to account for the sustainability of all of them. Additionally, personal tastes play a large role in this industry, often exerting a stronger influence over consumer decisions than sustainability. Although the market for sustainable foods is ripe, these nuances demand careful consideration.  

Akua has risen to meet these challenges and more. Not content with meeting the already strict requirements of traditional sustainable foods, Akua has developed a product that can sustainably feed the world while reversing the damage already inflicted on the environment. This revolutionary food has made great strides in recent years, which has seen Akua gain investors and popularity among consumers.  

The Idea that Started it All

Akua was founded by Courtney Boyd Myers and Matthew Lebo, two ambitious entrepreneurs on their first venture, who were vegetarians themselves. Their idea was simple; find a good method of producing sustainable foods. Branching out from more common methods used by traditional farmers, the founders of Akua decided to explore farming methods that incorporated aquaculture. The general idea being that it may serve to reduce the impact of the farming process. One of the primary ways traditional farming contributes to environmental degradation is through factory farming, which stresses the animals, local environment, and climate.

However, upon being invited to explore and learn about a kelp farm, the founders became amazed by the regenerative qualities of kelp aquafarming. Instead of simply reducing its impact on the environment, kelp farming actually managed to help rehabilitate and rejuvenate the aquatic areas where they were farmed. It was also apparent that kelp could be used as a potential meat substitute, an in-demand product among environmentalists, vegetarians, and others within the sustainable movement. This planted a seed that became their vision and primary business plan; a food product that would help the environment while acting as a new meat substitute.

Akua has developed a product that can sustainably feed the world while reversing the damage already inflicted on the environment

Discovering the Potential of Kelp

While kelp is now known as a versatile superfood, it is also difficult to find a place for it among traditional foods. Its unique taste, texture, and preparation process may make it difficult to draw an audience and inspire consumers. This is where the founders had to take matters into their own hands. They needed to find a direct product that could show consumers the attractive qualities and value of kelp.

This is where they launched kelp jerky. A novel idea, this food product came in four flavors and packed quite the punch. One of the primary concerns of non-meat eaters is getting all of their nutrients on a plant-based diet. This is where kelp exceeded. Packed with nutrients and trace minerals, kelp is a fantastic option for those looking for a nutritious snack.  

Despite this innovative approach, their kelp jerky failed to create the demand they wanted. Although they still carry this line of products, it was evident they needed a new way to frame kelp. Going back to the basics, they decided to look towards products that were in demand among their target demographic, landing again on meat substitutes. With a desire to create a greater splash, they launched the kelp burger.

The Kelp Burger

This is where their vision for kelp flourished, by avoiding the “snack” label, they decided to depend on their kelp as a main meal product. Perfecting the product itself, they emphasized their kelp burger’s most attractive qualities to non-meat eaters. The kelp burger was vegan, non-GMO, soy-free, and gluten-free, and again, it utilized their kelp aquacultures that helped rejuvenate their ocean habitats. Going full force with this idea, they sent out samples of the kelp burger and quickly made the market of their dreams.  

Holding true to their product, they focused on forming a connection with their customers and adding value to their product. Akua began developing and sharing a wide range of recipes with their customers, promoting delicious meal options and vegan-friendly recipes alike. For these efforts, Akua now boasts a growing audience and a prominent position among meat substitutes.  

Actionable Takeaways

-One of the things that stands out the most with Akua is the close relationship its founders had with vegetarianism, undoubtedly giving them a boost.  

-If a product doesn’t make the splash you need, reframing it and staying true to your vision is the way to go.  

-Once you get the audience you need, hold true and support them by continuing to add value to your product.  

‍

‍