Growth StrategyInnovation Pipeline
How we built a NASDAQ-listed food company's CPG division, from strategy and structure to portfolio and go-to-market, on top of a vertically integrated supply chain.
$42M
Series A capital raised
NASDAQ: ABVE
Public listing
Seed → Fork
Vertically integrated supply chain
Overview
In 2020 when billions of dollars were being invested into plant based foods, Recipe For Tmrw was engaged to create the CPG division for Above Food, this included the strategy, the structure, the product formulations, and the go-to-market approach. Above Food already owned the growing and processing of plant protein ingredients - from seed to fork so the strategy needed to take full advantage of these assets. This work was critical in Above Foods securing it's Series A capital investment of $42M, and eventually going public (NASDAQ:ABVE).
The Challenge
In 2020, billions of dollars were flooding into plant-based food, but most new entrants were dependent on commodity ingredient supply chains they didn't own. Above Food was different — it controlled growing, processing, and ingredient supply from seed to fork — but it had no consumer-facing CPG arm to turn that supply chain advantage into branded value. The company needed a fully formed CPG division built from scratch: strategy, structure, product portfolio, and a go-to-market plan capable of standing up to scrutiny from institutional investors.
Our Approach
Recipe For Tmrw was engaged as the architect of the new CPG division. We defined the strategy, designed the operating structure, formulated the product portfolio, and built the go-to-market plan — anchored throughout in Above Food's vertical integration story. Every decision was made to convert the seed-to-fork supply chain into a defensible consumer narrative: products only Above could credibly make, positioned in categories where vertical integration was a real advantage rather than marketing language.
The Impact
The CPG division we built was a critical pillar of Above Food's $42M Series A capital raise, and the company subsequently went public on the NASDAQ (ABVE). The work demonstrated that a vertically integrated ingredient business could credibly extend into branded consumer products, and that the strategy, structure, and portfolio design we delivered were investable at institutional scale, and durable enough to anchor the company's public-market story.
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