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Plant-Based in a Pinch: The Frozen Food Aisle Is Turning Vegan, Organic, and Nutritious

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September 22, 2020 5 min read

Opinions expressed by Entrepreneur contributors are their own.

 holds an interesting position in modern food history. Flash freezing has been hailed as a technological marvel that made nutritious vegetables accessible to urban and suburban Americans virtually anywhere, at any time of year. But TV dinners have also been pinned as a symbol of the domination of processed foods over the American diet — a move away from natural, wholesome foods from the earth and instead toward laboratory-made sugar and salt bombs that are shortening our lifespans. 

The frozen food industry is rapidly growing

Like with any complicated subject, the conclusion to be drawn isn’t as simple as “frozen food is good” or “frozen food is bad.” It’s true that flash-frozen fruits and vegetables were and continue to be a helpful innovation that allows people to get vitamin and nutrient-dense foods into their diets. It’s also true that some frozen food brands sell meals that are incredibly high in calories, sugar, and cholesterol, with very few necessary vitamins and minerals to balance it out.

Related: The Best Way to Brand Your Plant-Based Business

But people today are busy, and with the continuing effects of the global health crisis on supply chains, access to fresh food is challenging in a way many of us have never experienced before. The frozen food market, globally, was valued at $291.3 billion in 2019, and was expected to continue growing even before the pandemic. Frozen, ready-to-eat meals make up a significant portion of that figure. The time-saving, long-lasting, satisfying and potentially nutritious properties of frozen foods are just too tempting to pass up right now.

Expect more from the frozen aisle 

Fortunately, there are lots of producers branching out beyond trays of chicken nuggets and mashed potatoes, to offer more diverse flavors and healthier options in the frozen food aisle.

Amy’s Kitchen, the well-established vegetarian food brand, has been on this beat for some time. They have a hefty array of frozen, prepared foods, including veggie burger patties, pizzas, and microwaveable breakfast burritos. Lots of their products are vegan, as well as organic and non-GMO, making them great snacks or no-effort dinners for busy people looking for healthier options in a pinch. And some popular plant-based brands didn’t start off in the frozen food aisle but have since expanded there. Daiya, best known for their vegan cheese shreds and slices, now sells ready-to-cook pizzas and microwavable burritos.

Kashi, the health food brand you might know better for their cereals and granolas, also offers a line of frozen prepared meals —  all of which are vegan and non-GMO, and come in globally-inspired recipes like chimichurri quinoa bowls and mayan harvest bake.

Related: Make the Most of Your Frozen Fruit and Vegetable Supply With a Nutribullet

Even brands that do sell meat and other animal products seem to be making a concentrated effort to keep up with consumers’ growing interest in plant-based eating by offering clearly labeled, vegan-friendly meals. Frontera, which sells a variety of Mexican-inspired snacks and meal starters, has a full line of frozen meals and skillet kits in traditional, meaty varieties, but also plant-based ones that center beans and veggies, like their three bean taco bowl that includes lively ingredients like plantains, chard, fire-roasted peppers, and kale. Similarly, Saffron Road is a brand that sells snacks, meals, and accouterments mostly inspired by . Their frozen selection, like Frontera, includes meat-centric options as well as totally vegan ones, like their pre-made vegetable biryani.

Frozen prepared meals offer the convenience of TV dinners to consumers with special dietary needs and interests, like vegetarianism or , and in many cases offer gluten-free, soy-free, or otherwise allergen-free options as well. But well-established, as well as up-and-coming plant-based food brands, also offer sides and dinner helpers, in addition to full, TV dinner-style meals.

Quick plant-based meals are increasingly available

Since, as research shows, much of the frozen food market is still dominated by meat, it only makes sense that plant-based companies in the freezer aisle would offer mains and sides to help complete a vegan dinner, too. When you have time to do a little , but going from scratch just isn’t going to happen, plant-based and environmentally conscious consumers can throw on something like frozen cauliflower wings or spinach bites to have on the table quickly.

One such brand offering meal accouterments would be Strong Roots, offering delectable cauliflower hash browns. Their line of sides/snacks and burger patties are very veggie-centric and made from unique ingredient combinations, like their beetroot and bean burger or broccoli and purple carrot bites. With their simple, easily-pronounceable ingredient lists, they’re proving that not all frozen food is laden with heaps of salt, sugar, and mystery ingredients.

Related: ‘One Email From Whole Foods Launched My Entire Business,’ Says the Co-Founder of a Gluten Free Frozen Food Brand

Similarly, RollinGreens offers slightly elevated, healthier alternatives to kid favorites like tater tots and wings. Instead of potato, their tots are made of millet, vegetables, and spices, making for a snack or side that boasts a simple ingredient list and low glycemic index. The simplicity factor goes for their cauliflower wings as well, which come in teriyaki, sweet mustard, and spicy green buffalo varieties.

Plant-based startups and old standbys alike are putting options onto the fast-growing frozen food market that are changing the character of the category. No longer is frozen food confined to its reputation as a convenient but overall unhealthy and unnatural product. Shelves are now stocked with meals, sides, and snacks that balance the health and environmental concerns of modern consumers with their busy schedules and need for quick, easy options. At a time when we’re all overworked and stressed, a quick and wholesome dinner might be exactly what we need.

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The Trump campaign celebrated a growth record that Democrats downplayed.

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The White House celebrated economic growth numbers for the third quarter released on Thursday, even as Joseph R. Biden Jr.’s presidential campaign sought to throw cold water on the report — the last major data release leading up to the Nov. 3 election — and warned that the economic recovery was losing steam.

The economy grew at a record pace last quarter, but the upswing was a partial bounce-back after an enormous decline and left the economy smaller than it was before the pandemic. The White House took no notice of those glum caveats.

“This record economic growth is absolute validation of President Trump’s policies, which create jobs and opportunities for Americans in every corner of the country,” Mr. Trump’s re-election campaign said in a statement, highlighting a rebound of 33.1 percent at an annualized rate. Mr. Trump heralded the data on Twitter, posting that he was “so glad” that the number had come out before Election Day.

The annualized rate that the White House emphasized extrapolates growth numbers as if the current pace held up for a year, and risks overstating big swings. Because the economy’s growth has been so volatile amid the pandemic, economists have urged focusing on quarterly numbers.

Those showed a 7.4 percent gain in the third quarter. That rebound, by far the biggest since reliable statistics began after World War II, still leaves the economy short of its pre-pandemic levels. The pace of recovery has also slowed, and now coronavirus cases are rising again across much of the United States, raising the prospect of further pullback.

“The recovery is stalling out, thanks to Trump’s refusal to have a serious plan to deal with Covid or to pass a new economic relief plan for workers, small businesses and communities,” Mr. Biden’s campaign said in a release ahead of Thursday’s report. The rebound was widely expected, and the campaign characterized it as “a partial return from a catastrophic hit.”

Economists have warned that the recovery could face serious roadblocks ahead. Temporary measures meant to shore up households and businesses — including unemployment insurance supplements and forgivable loans — have run dry. Swaths of the service sector remain shut down as the virus continues to spread, and job losses that were temporary are increasingly turning permanent.

“With coronavirus infections hitting a record high in recent days and any additional fiscal stimulus unlikely to arrive until, at the earliest, the start of next year, further progress will be much slower,” Paul Ashworth, chief United States economist at Capital Economics, wrote in a note following the report.

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Black and Hispanic workers, especially women, lag in the U.S. economic recovery.

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The surge in economic output in the third quarter set a record, but the recovery isn’t reaching everyone.

Economists have long warned that aggregate statistics like gross domestic product can obscure important differences beneath the surface. In the aftermath of the last recession, for example, G.D.P. returned to its previous level in early 2011, even as poverty rates remained high and the unemployment rate for Black Americans was above 15 percent.

Aggregate statistics could be even more misleading during the current crisis. The job losses in the initial months of the pandemic disproportionately struck low-wage service workers, many of them Black and Hispanic women. Service-sector jobs have been slow to return, while school closings are keeping many parents, especially mothers, from returning to work. Nearly half a million Hispanic women have left the labor force over the last three months.

“If we’re thinking that the economy is recovering completely and uniformly, that is simply not the case,” said Michelle Holder, an economist at John Jay College in New York. “This rebound is unevenly distributed along racial and gender lines.”

The G.D.P. report released Thursday doesn’t break down the data by race, sex or income. But other sources make the disparities clear. A pair of studies by researchers at the Urban Institute released this week found that Black and Hispanic adults were more likely to have lost jobs or income since March, and were twice as likely as white adults to experience food insecurity in September.

The financial impact of the pandemic hit many of the families that were least able to afford it, even as white-collar workers were largely spared, said Michael Karpman, an Urban Institute researcher and one of the studies’ authors.

“A lot of people who were already in a precarious position before the pandemic are now in worse shape, whereas people who were better off have generally been faring better financially,” he said.

Federal relief programs, such as expanded unemployment benefits, helped offset the damage for many families in the first months of the pandemic. But those programs have mostly ended, and talks to revive them have stalled in Washington. With virus cases surging in much of the country, Mr. Karpman warned, the economic toll could increase.

“There could be a lot more hardship coming up this winter if there’s not more relief from Congress, with the impact falling disproportionately on Black and Hispanic workers and their families,” he said.

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Ant Challenged Beijing and Prospered. Now It Toes the Line.

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As Jack Ma of Alibaba helped turn China into the world’s biggest e-commerce market over the past two decades, he was also vowing to pull off a more audacious transformation.

“If the banks don’t change, we’ll change the banks,” he said in 2008, decrying how hard it was for small businesses in China to borrow from government-run lenders.

“The financial industry needs disrupters,” he told People’s Daily, the official Communist Party newspaper, a few years later. His goal, he said, was to make banks and other state-owned enterprises “feel unwell.”

The scope of Mr. Ma’s success is becoming clearer. The vehicle for his financial-technology ambitions, an Alibaba spinoff called Ant Group, is preparing for the largest initial public offering on record. Ant is set to raise $34 billion by selling its shares to the public in Hong Kong and Shanghai, according to stock exchange documents released on Monday. After the listing, Ant would be worth around $310 billion, much more than many global banks.

The company is going public not as a scrappy upstart, but as a leviathan deeply dependent on the good will of the government Mr. Ma once relished prodding.

More than 730 million people use Ant’s Alipay app every month to pay for lunch, invest their savings and shop on credit. Yet Alipay’s size and importance have made it an inevitable target for China’s regulators, which have already brought its business to heel in certain areas.

These days, Ant talks mostly about creating partnerships with big banks, not disrupting or supplanting them. Several government-owned funds and institutions are Ant shareholders and stand to profit handsomely from the public offering.

The question now is how much higher Ant can fly without provoking the Chinese authorities into clipping its wings further.

Excitable investors see Ant as a buzzy internet innovator. The risk is that it becomes more like a heavily regulated “financial digital utility,” said Fraser Howie, the co-author of “Red Capitalism: The Fragile Financial Foundation of China’s Extraordinary Rise.”

“Utility stocks, as far as I remember, were not the ones to be seen as the most exciting,” Mr. Howie said.

Ant declined to comment, citing the quiet period demanded by regulators before its share sale.

The company has played give-and-take with Beijing for years. As smartphone payments became ubiquitous in China, Ant found itself managing huge piles of money in Alipay users’ virtual wallets. The central bank made it park those funds in special accounts where they would earn minimal interest.

After people piled into an easy-to-use investment fund inside Alipay, the government forced the fund to shed risk and lower returns. Regulators curbed a plan to use Alipay data as the basis for a credit-scoring system akin to Americans’ FICO scores.

China’s Supreme Court this summer capped interest rates for consumer loans, though it was unclear how the ceiling would apply to Ant. The central bank is preparing a new virtual currency that could compete against Alipay and another digital wallet, the messaging app WeChat, as an everyday payment tool.

Ant has learned ways of keeping the authorities on its side. Mr. Ma once boasted at the World Economic Forum in Davos, Switzerland, about never taking money from the Chinese government. Today, funds associated with China’s social security system, its sovereign wealth fund, a state-owned life insurance company and the national postal carrier hold stakes in Ant. The I.P.O. is likely to increase the value of their holdings considerably.

“That’s how the state gets its payoff,” Mr. Howie said. With Ant, he said, “the line between state-owned enterprise and private enterprise is highly, highly blurred.”

China, in less than two generations, went from having a state-planned financial system to being at the global vanguard of internet finance, with trillions of dollars in transactions being made on mobile devices each year. Alipay had a lot to do with it.

Alibaba created the service in the early 2000s to hold payments for online purchases in escrow. Its broader usefulness quickly became clear in a country that mostly missed out on the credit card era. Features were added and users piled in. It became impossible for regulators and banks not to see the app as a threat.

ImageAnt Group’s headquarters in Hangzhou, China.
Credit…Alex Plavevski/EPA, via Shutterstock

A big test came when Ant began making an offer to Alipay users: Park your money in a section of the app called Yu’ebao, which means “leftover treasure,” and we will pay you more than the low rates fixed by the government at banks.

People could invest as much or as little as they wanted, making them feel like they were putting their pocket change to use. Yu’ebao was a hit, becoming one of the world’s largest money market funds.

The banks were terrified. One commentator for a state broadcaster called the fund a “vampire” and a “parasite.”

Still, “all the main regulators remained unanimous in saying that this was a positive thing for the Chinese financial system,” said Martin Chorzempa, a research fellow at the Peterson Institute for International Economics in Washington.

“If you can’t actually reform the banks,” Mr. Chorzempa said, “you can inject more competition.”

But then came worries about shadowy, unregulated corners of finance and the dangers they posed to the wider economy. Today, Chinese regulators are tightening supervision of financial holding companies, Ant included. Beijing has kept close watch on the financial instruments that small lenders create out of their consumer loans and sell to investors. Such securities help Ant fund some of its lending. But they also amplify the blowup if too many of those loans aren’t repaid.

“Those kinds of derivative products are something the government is really concerned about,” said Tian X. Hou, founder of the research firm TH Data Capital. Given Ant’s size, she said, “the government should be concerned.”

The broader worry for China is about growing levels of household debt. Beijing wants to cultivate a consumer economy, but excessive borrowing could eventually weigh on people’s spending power. The names of two of Alipay’s popular credit functions, Huabei and Jiebei, are jaunty invitations to spend and borrow.

Huang Ling, 22, started using Huabei when she was in high school. At the time, she didn’t qualify for a credit card. With Huabei’s help, she bought a drone, a scooter, a laptop and more.

The credit line made her feel rich. It also made her realize that if she actually wanted to be rich, she had to get busy.

“Living beyond my means forced me to work harder,” Ms. Huang said.

First, she opened a clothing shop in her hometown, Nanchang, in southeastern China. Then she started an advertising company in the inland metropolis of Chongqing. When the business needed cash, she borrowed from Jiebei.

Online shopping became a way to soothe daily anxieties, and Ms. Huang sometimes racked up thousands of dollars in Huabei bills, which only made her even more anxious. When the pandemic slammed her business, she started falling behind on her payments. That cast her into a deep depression.

Finally, early this month, with her parents’ help, she paid off her debts and closed her Huabei and Jiebei accounts. She felt “elated,” she said.

China’s recent troubles with freewheeling online loan platforms have put the government under pressure to protect ordinary borrowers.

Ant is helped by the fact that its business lines up with many of the Chinese leadership’s priorities: encouraging entrepreneurship and financial inclusion, and expanding the middle class. This year, the company helped the eastern city of Hangzhou, where it is based, set up an early version of the government’s app-based system for dictating coronavirus quarantines.

Such coziness is bound to raise hackles overseas. In Washington, Chinese tech companies that are seen as close to the government are radioactive.

In January 2017, Eric Jing, then Ant’s chief executive, said the company aimed to be serving two billion users worldwide within a decade. Shortly after, Ant announced that it was acquiring the money transfer company MoneyGram to increase its U.S. footprint. By the following January, the deal was dead, thwarted by data security concerns.

More recently, top officials in the Trump administration have discussed whether to place Ant Group on the so-called entity list, which prohibits foreign companies from purchasing American products. Officials from the State Department have suggested that an interagency committee, which also includes officials from the departments of defense, commerce and energy, review Ant for the potential entity listing, according to three people familiar with the matter.

Ant does not talk much anymore about expanding in the United States.

Ana Swanson contributed reporting.

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