VEGAN ENTREPRENEUR ENVISIONS TEXAS AS THE EPICENTER OF PLANT-BASED PROTEIN PRODUCTION
Cross Roads, TX – All Y’Alls Foods Founder and CEO Brett Christoffel has stated that the rapidly accelerating plant-based foods trend represents an extraordinary opportunity for Texas to become a key player in plant-based protein manufacturing and innovation.
Contrary to the stereotypical image of Texas as solely a conservative hub for petrochemical industries, Christoffel maintains that the state’s movement towards clean energy and sustainability has grown significantly and that this could lead to innovative, new forward ways of thinking on the part of citizens and business leaders in other areas. “Here in Texas, we produce more petrochemicals than any other state. However, we also capture the most wind energy in the US - 30% at this point. And, amazingly, we are the second-largest solar energy producer in the US.” Christoffel adds, “There is more balance here than you might think. People really are starting to think differently.” Christoffel said he believes that this transformation in the Texas energy sector demonstrates how an environmentally problematic business model can be gradually replaced by one based on innovation and sustainability. “As long as it’s profitable, it works,” he added. This bodes well, he says, for non-traditional business models like plant-based protein and product development.
Although Texas is the largest Beef producer in the US, Christoffel argues that animal protein production is an inefficient use of land and resources: “One land acre can produce 20 lbs. of beef or 350 lbs. of soy. I’m not a genius, but that math is pretty simple. And with things heating up, we need to conserve our precious water more than ever.” He goes on to quote a now-famous study conducted by the Center for Sustainable Systems at the University of Michigan, commissioned by plant-based manufacturer Beyond Meat. “That study found that the quarter-pound plant-based patty requires 46% less energy to produce than the same size beef patty. It also found that production of the plant-based patty generated 90% less greenhouse gas emissions, has 99% less impact on water scarcity, and 93% less impact on land than a quarter pound of beef.”
Christoffel agrees with the now widespread medical and scientific consensus that plant-based diets come with substantial health and nutritional benefits. Using his products as an example, he said: “Compared to beef jerky, ours has more protein, calcium, iron, and magnesium and is full of fiber and phytonutrients. It’s low in sugar and sodium and is made from non-GMO soybeans.” Without skipping a beat, he smiled and added, “Oh, and did I forget to mention that it has zero cholesterol? You’re welcome.”
Christoffel is certainly an unlikely candidate to emerge as an outspoken advocate of plant-based eating. For most of his life, he says that his diet was a mix of meat, dairy, and the overly processed foods consumed by his fellow Texans and by most Americans. “I was the last guy in the world that you’d expect to become vegan. I loved burgers, juicy steaks, and everything else you can imagine. I couldn’t understand why anyone would remove animal products from their diet. That didn’t make sense to me.”
Then, Christoffel said that something changed that he never could have anticipated. On a trip to the Dallas Zoo in 2016, he stopped to look at the Elephants. “It occurred to me for the first time ever that animals are aware and present and that, like me, they don’t want to die. I don’t know how I never really saw that before. I turned to my wife and said that I was done eating animals, and that was that.”The personal benefits of this lifestyle shift were astonishing. Christoffel shed over 100 pounds and experienced what he described as “a peace I’ve never known before, just because I know I’m doing the right thing.”
Looking to replace the taste and texture of the beef jerky he loved, Christoffel began experimenting in his kitchen with GMO-free soy-based recipes in April 2017. By May the following year, he launched All Y’Alls Foods. Now, with quirky branding that plays off its Texas roots and four popular products, meat-eating Texans and plant-based aficionados alike appear to have become enthusiastic fans of this quickly growing company. Company officials stated that sales have doubled every year since the inception of the company in 2018 and that the company now sells its products in over 350 stores. In keeping with Christoffel’s edict to make a difference, a portion of the company's profits is donated to Rowdy Girl Sanctuary, a Texas cattle ranch turned vegan sanctuary that cares for over 135 animals.
Circling back around to the business at hand, Christoffel reiterated that “As the plant-based movement gains momentum, more and more people in Texas are beginning to recognize the significance of sustainable alternatives. We need to reshape our relationship with food and the planet. Adopting plant-based practices is not only healthier and environmentally responsible, but also economically advantageous.” Asked if he felt that turning Texas into a center for the plant-based industry was really possible, he paused for a moment and then said: “There’s an opportunity here right now on our doorsteps. And, I know Texans. We can come together to build something extraordinary when we want to.”
ABOUT ALL Y’ALLS FOODS: Based in Cross Roads, Texas, All Y’Alls Foods is a visionary plant-based jerky company founded by Brett Christoffel. Inspired by his journey towards compassion and sustainability, the company he built aims to offer delicious and nutritious plant-based alternatives to traditional meat products and is committed to fostering a healthier, more sustainable world for all living beings. The company’s product line includes jerky products like Prickly Pear Chipotle, Prickly Pear Teriyaki, Black Pepper & Sea Salt, and a “Bacony” bits topping.
