The founder of the vegetable meat empire launched on the coast of Australia today said the agricultural industry was "crazy" and "dead" and had promised to help revolutionize food production worldwide.
Simeon Mountain Moving Boss Van der Molen said his business had expanded rapidly in a two-year operation in Europe to a 180 million dollar empire.
The company relies on thorough research and development to produce replica hot dogs and burger buns that are so real that they even bleed through the presence of beet juice.
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Van der Molen challenged fans to try hotdogs, in particular, to see if they could know the difference between that and the variety of meat thanks to the very special ingredients.
"I want to say that is my invention but actually it is not, it is my colleague in research and development that suggests we work in sunflower seeds," he told news.com.au.
"Actually, I think he's an honest madman.
"But that's what we like. We like crazy people because they come up with these crazy ideas."
Its founder said the use of the material was "absolute revelation" and had helped the company stand out in the developing industry.
"I know a lot of companies say this, but that is very close replication and you can't tell the difference," he said.
"We tried with different proteins like soy, wheat and nothing really worked very well until we found sunflower seeds.
"Nobody else has something like this in the world."
Moving Mountains will be sold exclusively through the Woolworths supermarket and displayed in a shop at Henry's Burgers in northern Melbourne.
But already has a plan to expand the business to Sydney.
Van der Molen said Australia's east coast rivaled the top market for vegetarian products in London and California.
The company has reaped many followers in Europe through a strategy that has succeeded in limiting its access to some exclusive places, he said.
"You want to build demand and we are the first vegetable burger of its kind launched in Europe before the others from America," said the founder.
"People have to travel two hours, three hours, four hours on the train to get off and try the products.
"We want to be a product that people have to travel to try and they come back and tell their friends, 'Wow, have you tried this?
"Different from those available everywhere."
Vegetable alternatives seem to have time in the sun today, with even Hungry Jack offering vegan burgers.
But Mr. Van der Molen stressed that the market was not crowded
"If you add up all the sales from around the world, vegetable meat doesn't even scratch the surface of what animal protein does," he said.
"There needs to be more companies and more factories doing this so the market grows.
"So, there isn't enough competition when you compare it to how many beef farmers you have in Australia."
Fresh Woolworths director Paul Harker said supermarket giants have experienced an increase in the number of customers who put vegetarian and vegan products into their food.
"This has driven double-digit growth in demand for vegan products in the past year, and we are working to create more choices and variations for our customers with a variety of innovative suppliers," he said.
The founder of Moving Mountains said he was committed to developing the industry because it was time to "give back to the planet".
"The way I want to give back is to change the whole system of animal farming which is ancient, dead and no longer functioning with the population that we have," Van der Molen said.
"This will work if there are only one billion people on this planet, but when you go to nine billion people, the system is crazy."
He said the traditional beef burger took two years and nine months to make when calculating the insemination period.
"Which is a ridiculous amount of time to have to wait to get 1,000 kilos of beef and all resources, all water, all food, all health care, all the attention that cows have to receive," the businessman said.
"All food systems throughout the world need to be changed, and we have to be less dependent on animals.
"I think this is the future. We can no longer continue to produce CO2 at the rate that we produce.
"This is just the beginning."
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