ADM and Air Protein Will Co-Produce

Sustainable Protein Made From CO2

 Executive Summary

“To sustainably feed a growing global population, we need a broad protein

ecosystem, from animal to plant to other novel sources,” Pinner said.

At this point American multinational food processing and commodities company

Archer-Daniels-Midland (also called ”AMD”) has entered into a pivotal partnership
with Air Protein, the innovator in air-based nutritional protein production that negates
the need for agriculture or farmland and creates a revenue stream for captured CO2.

Under the newly announced Strategic Development Agreement (SDA)

Archer-Daniels-Midland (ADM) and Air Protein aim to further research and
development in order to bolster the production of novel, sustainable proteins made
from captured carbon.

Carbon-captured protein

California-based Air Protein leads the way in producing “rainforest-friendly” air-based

protein, eliminating the need for agriculture or farmland, reducing the risk of
deforestation, and reducing resource consumption while also transforming carbon
dioxide - a leading greenhouse gas.

The company takes carbon dioxide out of the air and through a fermentation process
at its state-of-the-art San Leandro facility turns it into a protein-rich food source.
Using air, water, and energy inputs, Air Protein says it can remove the need for
supply chain risks associated with conventional farming.

The tech has also been employed to create sustainable aviation fuel and fibers used
in clothing.

Expanding the sustainable protein category

The SDA is set to blend ADM’s nutritional expertise and its formulation research with
Air Protein’s landless agriculture platform to pinpoint ways to mass-produce
cost-efficient ingredients. These ingredients are aimed at ensuring that meat
alternatives fulfill their objectives concerning cost, nutrition, flavor, and texture. The
agreement also secures the exclusive rights for both ADM and Air Protein to
collaborate on constructing and running the first-ever commercial-scale Air Protein
facility.
 Situation Overview

1. Archer-Daniels-Midland Company (also known as ADM)

ADM (Archer Daniels Midland Company) is a world leader in bio energy who
was founded in 1902 with headquarters in Chicago. ADM mainly focuses on
both humans and animals. The company manufactures food ingredients,
products, beverages, and additives for people around the world, and provides
a full range of solutions and services for livestock.

ADM is focused on exceptional naturalness and sustainability in production.

The portfolio includes the development of plant proteins, probiotics, etc., as
well as clean, healthy nutrition for livestock, aquaculture, and pets.

ADM is also a leading producer of transport biofuels, in particular bioethanol

and biodiesel. This alternative fuel is available to consumers.

The company has an ambitious goal of meeting the world’s energy needs with
the help of biofuels. In fact, the world is expected to consume 28% more
energy by 2040 than it did in 2015. ADM predicts that renewable energy is the
fastest-growing source of energy and is expected to double from 2015 to
2023.

ADM fully correlates its activities with sustainability criteria, among the key
goals:
● Cessation of deforestation,
● Preservation of biodiversity,
● Resource conservation in the company’s operations and supply chain.

“Making a difference.” ADM offers so much more than just a job. Every day,
ADM employees make a difference in the communities where they work and
across the globe.
2. Air Protein Company
Air Protein was officially launched in 2019, and the company produces the
first air meat, air chicken. Air Protein creates first ever air seafood (scallop
and fish) in 2021. First Air Protein Farm opens in San Leandro, CA in 2023.
And the strategic partnership with ADM launched at the same year.

Air protein is a developer of a meat alternative technology designed to create

protein out of ordinary carbon dioxide. The company uses a novel technology
to make protein from elements of the air and includes no hormones,
pesticides, or herbicides, and uses substantially less land and less water than
other meats, enabling meat lovers to enjoy sustainable food.

The original concept of Air Protein is “From Moonshot to Meat”.

During the 1970s space program, NASA scientists explored a way to feed
astronauts on long space journeys using carbon transformation. This process
was shelved and forgotten back then, only to be rediscovered by Dr. Lisa
Dyson and Dr. John Reed and perfected by the Air Protein team. Combined
with modern food-making technology, we’re delivering the most sustainable
meat alternative on earth.

Notable Achievements of Air

Protein Company:
● Raised $32m from Google
Ventures, ADM and Barclays
● Made the world’s first air-based
meat
● Commercializing the most
sustainable protein production
process using carbon negative
fermentation
 SWOT Analysis

Strengths (Internal origin, helpful):

● First company to introduce new food technology to the world.
● More nutritious, healthy, and eco-friendly.
● More options for the protein category.
● Replica of Meat protein.
● Partnership with ADM.
● Transitional food towards a more sustainable diet.
● Enhanced acceptability of mixed foodstuffs: better taste and digestibility and
lower risk of neophobia.

Weaknesses (Internal origin, harmful):

● Hi-tech food might be difficult to produce in huge quantities.
● Due to the technology and making process, the duration to produce edible
meat will be very long.
● Time inefficiency.
● Long lead-time.
● Perception of taste.
● Lack of technological infrastructure.
● Rising health concern.
● Lack of presence in the global market.
● Gap between traditional products and innovative mixed foodstuffs.
● Low acceptance of novel food products among the population can limit market
growth.
Opportunities (External origin, helpful):
● Investiment in technology
● Save the land, water, or any harm to the earth from the over agriculture
activities.
● Expanding the sustainable protein category.
● Rainforest-friendly air-based protein
● Eliminating the need for agriculture or farmland
● Reducing the risk of deforestation
● Reducing resource consumption also transforms carbon dioxide - a leading
greenhouse gas.
● Increasing concern regarding health and nutrition.
● Increasing concern regarding the environment and sustainability.

Threats (External origin, harmful):

● Technical difficulties: make the processing faster and can produce a huge
quantity to satisfy people’s daily supply of the protein needs.
● Trade war.
● Cannot compete with the plant-based protein.
● Competitive market with plant-based protein.
● Political conditions.
● Economic crisis.
● Uncertainty regarding classification as “novel” foods.
● Government regulations.
● Accelerated integration of global markets and rising umber of international
joint ventures lead to international legislations, influencing the food
companies, especially novel food and novel food ingredients. This could affect
the product launch dates of air-based foods in the market.
 Market Analysis

1. Market Share, Size, and Growth For Protein Market

For Global protein market is segmented by source (Animal, Microbial, Plant),
by End User (Animal Feed, Food and Beverages, Personal Care and
Cosmetics, Supplements) and by Region (Africa, Asia-Pacific, Europe, Middle
East, North America, South America).

Protein Market Analysis

The Global Protein Market is projected to register a CAGR of 4.70%
● Largest Segment by Source - Plant: Globally, animal feed and F&B
industry drove the plant protein segment. Among all, soy protein
remained most favored, owing to its inexpensive cost and excellent
quality.
● Largest Segment by End User - Food and Beverage: The higher supply
of plant proteins like rice, pea and wheat proteins that has an ability to
 mimic meat texture together with protein fortification is catering the
segment.
● Fastest Growing Segment by Source - Microbial: The demand for
microbial proteins, mainly algae protein, is noted from the supplements
segment. Constant innovation and new entrants are anticipated to drive
this segment.
● Fastest Growing Segment by End User - Personal Care and
Cosmetics: Rise in demand for natural ingredients and protein enriched
skin, body and hair care products is driving the segment. Thus the
segment is projected to attain fastest growth.

The Global Protein Market is fragmented, with the top five companies
occupying 23.27%. The major players in this market are Archer Daniels
Midland Company (also known as “ADM”), Fonterra Co-operative Group
Limited, International Flavors & Fragrances Inc., Kerry Group PLC and Royao
FrieslandCampina NV (sorted alphabetically).

Major Event & New in Protein Market

May 2023: American multinational food processing and commodities
company Archer-Daniels-Midland has entered into a pivotal partnership with
Air Protein, the innovation in air-based nutritional protein production that
negates the need for agriculture or Lear land and creates a revenue stream
for captured CO2.

August 2022: Optimum Nutrition announced the launch of its new Gold
Standard Protein Shake. The RTD is available in chocolate and vanilla
flavors, and formulated with 24 grams of protein per serving.
 June 2022: Fonterra JV has entered into a joint venture with Tillamook
country creamery association (TCCA) and a three-mile canyon farm in the
United States to launch Pro-Optima ™, a grade A Functional whey protein
concentrate (fWPC).

November 2021: Lactalis Ingredients launched new hig-protein product

concepts using Pronativ® Native Micellar Casein and Pronativ® Native Whey
Protein. Some of the derived concepts are high-protein shakes and
high-protein puddings.

November 2019: Air Protein introduced the world’s first air-based food. Air
Protein™, the Bay-Area based company pioneering a new consumer category
– air-based foods – today announced the creation of the first air-based meat
created from elements found in air. The company says it is “establishing a
new industry of sustainable food that solves growing global food demands
without the need for arable land.”

2. Market Share, Size, and Growth For Air-Based Protein

Air-based foods market outlook (2022-2032)
● The global air-based foods market is estimated to surge ahead at a
CAGR of 11.7% to top a market size of US$ 100 million by the end of
2032.
● The prime reason for the rapid adoption of air-based foods is the need
for sustainable food production and depleting availability of cultivable
land.
● Rising awareness about alternative proteins across different domains is
creating new opportunities for air-based food manufacturers.
Additionally, increasing carbon emissions and limitation of land
availability for plant - and animal-based food production will drive rapid
adoption of air-based food products.
○ Short Term (2022 Q2 to 2025): 2023 will witness the first launch
of air-based food with rapid adoption in aqua feed and animal
feed industry. Use of air-based protein as an ingredient for
human food will remain latent initially.
○ Medium Term (2025 - 2028): Over the medium term, air-based
food consumption is expected to gain rapid traction across
domains, though geographically limited to Europe and North
America.
○ Long Term (2028 - 2032): Rising negative impact of greenhouse
gas emissions on human health will generate huge space for
air-based food across regions and varied domains.
 ● According to Fact.MR, a market research and competitive intelligence
provider, due to the product’s focus on animal husbandry sustainability
and carbon dioxide emission reduction with CO2 to protein technology,
the market is anticipated to experience high growth after the product’s
initial years of laund.

Market share analysis of air-based foods based on product type and region is
provided in the above image. Under the product type segment, the protein
sub-segment will dominate the market share by 2032.

3. Competition analysis
Prominent air-based food manufacturers are Kiverdi, Solar Foods, Deep
Branch Biotech, Nobonutrients, Calysta, and Air Protein Company.

Leading manufacturers of air-based food products use sustainable

technologies and end-user-specific optimization techniques. As air-based
protein does not require fertile soil for its processing, key manufacturers are
concentrating on developing innovative product designs to address the
challenges with product placement in harsh operating environments such as
desert areas.

Robust R&D in the field is creating the best strategies, layouts, and
approaches for turning carbon dioxide into protein, which can then be used to
produce foods such as artificial meat, protein supplements etc.
● In September 2019, Solar Foods entered into an agreement with
Fazer to develop products using Solein, which can then be used in
future products such as lab-grown meat or already-existing plant-based
products.
 ● In January 2020, A US$ 32 million investment venture for Air Protein,
a firm that uses fermentation to create a meat substitute out of
components in the air, was organized by ADM Ventures, Barclays, and
GV (previously Google Ventures).

4. Another competitor will be the plant-based protein products.

Analysts’ Viewpoint on Plant-based Protein Market Scenario

“The increasing focus of health-conscious consumers in finding alternatives
for animal-based food is driving the demand for plant-based proteins. Product
manufacturers are taking efforts to increase the production of plant based
proteins. There is a surging demand for such products after the coronavirus
outbreak. The increasing popularity of veganism is accelerating the
plant-based protein market in the Asia Pacific region. Small and medium scale
product manufacturing companies are taking advantage of the growing tend of
consuming plant-based food, and marking their presence in the global market.
However, the high cost of plant-based protein products and little knowledge
about their benefits are the major factors hammering market growth.
Commonly occurring allergies due to consuming soy proteins also hinder the
growth of the market.”
5. Plant-based protein: Market Strategies
Manufacturers are focusing on increasing their presence to reach out to the
maximum number of consumers. Moreover, they are focusing on acquiring or
partnering with different companies to increase their product portfolio.

In February 2017, Gambia PLC acquired two companies - Grass Advantage

LLC and Body & Fit - protein ingredient manufacturers in the U.S. and the
Netherlands, respectively. Both businesses have a strong strategic fit with
Glanbia’s Performance Nutrition (GPN) division and will extend its reach to
new consumers and channels.

In March 2017, Cargill started production of pea protein ingredients through

partnership with World Food Processing, which is a multi-generation,
family-owned business based in Oskaloosa, U.S., that has developed
non-bioengineered / non-GMO pea seed varieties to minimize off-flavors.

6. Plant-based Protein Market: Key Players

● Some of the key players in the market include:
○ AGT Food & Ingredients, Inc.
○ Batory Foods
○ Ag Processing Inc.
○ Archer-Daniels Mid land Company (ADM)
○ Bio press S.A.S
○ Burton’s Nutrascience Corporation
○ Cargill Inc.
○ CHS Inc.
○ Cosucra Groupe Warcoing
○ Crown Soya Protein Group
○ Devansoy Inc.
○ E. I. Du PONT DE NEMOURS AND COMPANY
○ Fuji Oil Holdings Inc.
○ Glanbia plc
○ Gushed Group Co., Ltd.
○ Ingredients Inc.
○ ROQUETTE FRERES
○ Shandong Yuwang Ecological Food Industry Co., Ltd.
○ The Scoular Company
○ Wilmer International Ltd.
7. Recent Challenges for Protein marketing environment:
● The rise of greenhouse effect problems is getting worse.
● Plant-based protein uses 47 percent - 99 percent less land than
conventional meat, however it still has the estimated 5.55 - 6.15 kg
CO2/kg carbon footprints for the environment.
● Changing of the consumers eating behaviors.
● Increasing awareness of the environmental sustainability
● Competition with other protein companies globally
● The rise of health concerning problems.
● The need for new categories of the protein to promote both health
problem and the environmental problem

8. Key marketing questions:

● Who are our target customers?
● What are the needs and wants of our target customers?
● What are the strengths, weaknesses of the air-based protein product?
● What are the opportunities and threats of the air-based protein
product?
● What are the demands and preferences of the air-based protein
intended market?
● How can we measure the effectiveness of air-based protein marketing
campaigns?
● How can air-based protein products best serve the customers?

9. Key Findings:
● Air-based protein products target audience is a varied range of gen Z,
millennials, and Gen X
● Air-based protein product’s competitors include other company who
make the same air-based protein products, and other companies who
make the plant-based protein.
● The most effective marketing platform for reaching Air-based audience
are social media, online platform (Instagram, Facebook, Twitter, Tik
Tok, YouTube)
● Air-based protein products message should focus on the quality protein
promised, and the varie nutritions provided by our product, the benefit
to both the environment and people by choosing our air-based protein
product.
● Air-based protein products can measure the effectiveness of its
marketing campaigns by tracking website traffic, social media
engagement, and news exposure, professional recommendation, and
as well as different certificate approval.
 Target Market & Buyer’s Personas

Buyer personas: (Primary group)

Key Demographics:
Age range: 18-40
Gender: 50% female, 50% male

Key Psychographics:
Strives to eat food that is nutritious and
sustainable, but isn’t always successful.
Loves to hang out with friends in nature.
Care about the environmental problems, like
the greenhouse effect problems.
Feels loyalty toward brands with values similar
to their own.

Challenges:
● Finds it difficult to eat healthy food when they’re busy, no time to choose the
healthy food.
● Has a limited food budget.
● Needs a protein source that is compact and easy to transport.
● Needs a protein source that also can provide the multi supplements to
promote body health.

Preferred channels:
● Follow nature photography accounts on Instagram.
● Watch supplement reviews on YouTube.
● Follow health gurus on Twitters / Instagram / Facebook.
● Watch the short clips for the popular health gurus recommendation in Tik Tok.

Preferred content types:

● Social media posts
● Videos
● Short clips
● Event marketing
● E-mails
● Online marketing
Buyer Personas (Secondary group):

Key Demographics
Age range: 18-30
Gender: 50% female, 50% male

Key Psychographics:
Always passionate for trying the new coming
stuff, e.g. food, technology, etc.
Care about the earth's sustainable issues, e.g.
greenhouse effect problem, water waste
problem, food waste problem, and etc.
Want to try the new source of the different
supplement protein powders to find the best
way to promote health.

Challenges:
● Finds it difficult to balance between nutritious and taste.
● Has a limited budget.

Preferred Channels:
● Follow different popular Instagram blogs
● Watch different recommendation videos on YouTube.
● Watch the recommended short clips on Tik Tok.
● Read different recommendation posts sent by mail.
● Follow the famous athletes or stars' footsteps.

Preferred Content Types:

● Videos
● Short Clips
● Social media posts
● Event marketing: both online and offline activities.
 Maslow’s Hierarchy of Needs Explained

Key Value Proposition:

Help to reduce the environmental problems,

help to promote the carbon negative product.

Showcase worldwide achievement and awards,

high-tech facility and producing progress.

Inclusive Air-Protein eco family communities,

extracurricular activities, events, and meetings.

Safe technology which is from the space program

and combined with modern food-making
technology.

Highlight the nutrition and health information, and

also the environmental help.

Strategy Canvas:

Use the carbon dioxide to recreate the protein, not using the
water, land. Reducing the agriculture activities, reducing the
water waste, reducing the greenhouse effect.

Air Protein wins the 2020 SXSW Interactive Innovation

Award and the SEAL (Sustainability, Environmental
Achievement, and Leadership) Award. Air Protein wins the
Davis World Economic Forum Technology Pioneer Award.

Online communication platform, Personal customization, own

mobile APP

First patent on meat made from air granted. Completed

self-affirmed GRAS (Generally Recognized as Safe) status
for Air Protein’s novel protein, Safety Policies and quality
control management, Health and nutritionist consulting
services.

carbon negative product, not only include the protein but also
have the Vitamin B supplement (provide more nutrients than
traditional protein)
 Marketing Positioning

Use or application-base positioning

● Air-based protein products can position themselves by associating with a
certain use or application: people who adhere to a healthy lifestyle, people
who are concerned about environmental issues, people who are searching for
better protein supplements.

Competitor-based positioning
● The strategy involves using competitors’ alternatives to differentiate Air-based
protein products and highlight Air-based protein products advantages.
● Compared with the plant-based protein, air-based protein has a carbon
negative impact on the environment, at the same time providing even better
nutrition than plant-based protein.

Branding Excellence
● Emphasize Air Protein’s achievement both to the environment and also to the
people’s health issue.
● Position Air Protein as the better future protein / food technology company.
Highlight the internal technology and benefit to the human future to promote
the better image of the air-based protein.

Safe and Supportive Protein Product

● Highlight that air-based protein providing a safe and supportive supplement to
both the earth and the human being.
● Environment-centered approach
● Position Air-based protein as the environment-centered project that prioritizes
the carbon dioxide problems. And also can reduce the land, water, resources
waste from the earth. While helping the environment, also care about people's
health issues too.
 Marketing Strategies

Virtual Reality introduction videos will bring more interest towards the young
generation, and can have more clear and vivid interactive with the brand.

Influencer partnerships are also important for the marketing expending. Air-based
protein products can cooperate together with famous celebrities or superstars to
create a new and fresh image to the audiences.

Partnership with ADM company to bring more technology and even better food to the
customers. Exchange of knowledge and technology will bring improvement on the
product and even can create a better version of it to the market. This brings a
stronger brand image to the audience and can win much more loyal customers.

Targeted messaging could provide specific information of the air-based protein

product to make the differentiation than other competitors. Air-based protein
products are originally inspired by space travel, and it has a negative impact on
carbon dioxide. When producing Air-based protein we don’t need to use the water
and land resources. So that we can reduce the water and land waste, and also
reduce deforestation. Air-based protein products not only provide extra nutritions to
the customer, but also have a major contribution to environmental sustainability.

Personalized communication service. The air-protein when finished is like the

powder shape, and can change to other forms like chicken, beef, etc., depending on
the customer’s needs. This could bring even more choice and diversity of the
air-based protein option to our target customers. Also will increase competitiveness.

Pricing Strategies
Set the price base on those theory:
1. Project-based Pricing: can be based on TIME charging or MATERIAL charging
(Deliverables, Supplies)

2. Cost-Plus Pricing: Set price by adding margin on top of the production cost

3. Psycho Pricing / Penetration Pricing: 1.99, 2.99, 9-digit effect for Promotion &
Discounts. / New entrants cutting price to gain market share.

We can use the Optional feature pricing in air-based protein project, in order to
provide different choices to the consumers, e.g. option for different texture of the
protein: meat, powder, or etc.; option for different flavors and nutritious component,
e.g. Chocolate flavors with more calories and energy, Berry lovers will provide more
vitamins supplements, Original taste will provide higher protein with multivitamins
supplements.
 Marketing Channels

Online Advertisements
To target a certain demographic in the different time. Think about using platforms like
Google Ads, Facebook Ads, Tik Tok short clip Ads, Social Network Ads, or even
some Mobile Game Sponsor Ads..

Influencer Marketing
Work with industrial leaders like ADM or influencers that have a sizable fan base in
the nutritience section, or famous athletes, bodybuilder, or famous super stars. They
could use reviews, recommendations, sponsored to helps to promote air-based
protein products.

Website
Establish an online website community to allow all the people to join and share their
experience with our product. And also allowed the professional experts to write
educational and helpful share posts on the website to help our customers get deeper
connection and notice about our new product.

Social Media
To reach a larger audience, we should use well-known social media sites like
Instagram, Twitter, Facebook, YouTube, Tik Tok, and Linkedln. To entice and engage
with new customers, share the newest updates of our product in time, and success
tales, and interesting information or activities / events online.

Email Marketing
Trying to reach the group of customers who openly use the email, and share
interesting and useful resources through the mail. To foster relationships with our
audience, provide timely newsletters from our company, product updates
information, exclusive deals of ordering the products, and also professional
nutritionist advice.
 Creative Contents To Disseminate

Video Tutorials
Create engaging and informative videos that emphasize the benefits of air-based
protein products, and also emphasize the technology involved in the processing
progress.

Interactive Demo
Holding the event of launch or experiment for customers gets a closer chance to
know our product. This give potential customers a chance to try out the taste of the
air-based protein product, and will give them a better sense of the possibilities of our
product.

Success Stories
Sharing the experience journey of the founder of air-based protein, and also share
the history and story of air-based protein itself can help to create an emotional link
with the customers.

Infographics
Create infographics that are visually appealing and represent the benefit of choosing
air-based protein both for the earth / environment and also for the people.

Live Q&A sessions

Held the live stream for the Q&A to the customers allowed our customers to know
our product better, and also can win the trust from customers towards our product.
We can provide even more information that our customers are interested in the live
stream. This also can build up good customer relationships.
 Marketing Researches

Research Objectives:
We want to learn about the target customers / market’s preferences, their needs, and
expectations from Air-based Protein Product.

Target Audientce:
Gen Z, millennials, and Gen X

Research Methodology:
Quantitative Methodology, Survey Method (Online form)

Survey Questions:
Q1: Do you know about the air-based protein product?
Q2: Have you ever read the news about air-based protein meat?
Q3: How do you think about the air-based protein product compare to the
plant-based protein or animal-based protein?
Q4: Which protein resources do you prefer the most? And why?
Q5: Are you willing to try the air-based protein product? Like air-based meat?
Q6: How satisfied with the nutrients that air-based protein provides?
Q7: Have you participated in any event for air-based protein?
Q8: Are there any concerns about the air-based protein product?
Q9: What advice would you give to us to improve our air-based protein product?
Q10: Are they any improvements or updates you would like to see from air-based
protein products in the future?
 Predictive Marketing

1. Product development
Under the newly announced Strategic Development Agreement (SDA)
Archer-Daniels-Midland (ADM) and Air Protein aim to further research and
development in order to bolster the production of novel, sustainable proteins
made from captured carbon. Air protein leads the way in production of
“rainforest-friendly” air-based protein, eliminating the need for agriculture or
farmland, reducing the risk of deforestation, and reducing resource
consumption while also transforming carbon dioxide - a leading greenhouse
gas.

2. Customer segmentation
Air Protein mostly aims in the European and Western market right now, in
Asia the market size and share of the protein is not as huge as the Western
and Europe.
However, using the online platforms could help the Air Protein company to
collect the user data and analyze the needs of the customer and the market
demand.

3. Uplift modeling
Nowadays we use high-technology to collect and deal with the huge amounts
of data, and marketers can substantially decrease the time it takes to model
campaign uplift.
For example, the Optimove - a company that helps brands optimize their
marketing campaigns with the help of predictive analytics and AI, to
personalize individual customer messages based on their history, language,
and previous campaign responses. Optimove’s predictive analytic-enabled
solution allowed Air Protein to determine campaign uplift within just 2-3 days
instead of weeks.
With the help of Optimove’s predictive customer model, lifecycle
segmentation, and churn forecasting models, Air Protein marketers were able
to increase the number of customers purchasing new products.
4. Recommendation Systems
Build up an AI and computer vision-powered recommendation engine that
provides customers with personalized experiences and improves customer
engagement. Using a collaborative filtering algorithm, our engine can sift
through large sets of customer data to future out what next product a given
customer is the most interested in.

5. Lead Prioritization
Predictive analytics can accelerate this process to faster and can reduce the
possibility of delayed decision makings, or missed opportunities to strengthen
relationships with potential customers.

6. Churn Predicion
In the marketing realm, churn rate is an essential measure of customer
satisfaction. The Churn Driver of the air-based protein product:
● Food / Protein Quality: If customers didn’t receive a high-quality protein
product, they might change to another brand so that our company will
lose the trust of the customers.
● Affordability: If the cost of the product is too high, some customers
might be forced to choose other cheap brands with similar products.
● Customer experience: If the customers are not satisfied with their
overall experience for our protein product, they might leave and find a
better one.
● Personal factors: Some customers may experience personal issues
that make it difficult for them to continue with our products. Such as the
health issue.

7. Ad Personalization
By analyzing our customer’s personal needs, we can use high-tech AI-based
tech to collect data and the smart engine will generate personalized ads for
the customer. This could keep the interest from our customers towards our
products.
 Contextual Marketing

Announce and advertise the advantage of our air-based protein products in social
media or the news.

Announce and promote the air-based protein to the bodybuilders and athletes.

Advertise ads in social media as Facebook according to the data filtered by its
algorithm, and boosted the ads to reach the targeted audience whose minds are
considering choosing the protein product.

Tracy the customer’s using routine by the algorithm of Facebook, and make the
different contents for the different consumers.

Personalization posts and advertisements will be uploaded due to the different types
or flavors chosen by the customers.

Augmented Marketing

Virtual tour for the Air Protein new open Air Protein Farm in San Leandro, CA. The
virtual tour will be very beneficial to carry the new customers to get to know our
company and our product better. And easily to grab the interest of the new coming
customers.

Social Media Engagement with Air Protein company. Like publishing our own mobile
APP and allowing the audience to do the carbon negative activities and share on
their personal social media or APP to earn the points, and use those points our
customers can get the free demo or discount promotion when purchasing products.
 Agile Marketing

1. Product Owner: Air Protein & ADM company introduce the new protein - Air-based
protein product to the market. (Product Backlog - features)
2. Customer demand for the better protein product. (Sprint Backlog - Stories)
3. Sprint Planning: Estimated the production fee -> Production duration -> Preparing
the packaging and advertisements -> Training the technicians and professionists
team.
4. Daily Standup: What implements are in my way? -> What do we plan to do today?
-> What did I do yesterday? -> What could be improved for tomorrow? -> Did we do
better than our competitors? -> If not, what should we change to be better? -> Hold a
meeting.
5. Product Backlog (Refinement): Request feedback from team members.
6. Sprint Review: Review the technicians and professionists skills level -> Review the
product quality -> Review the product packaging and the launching time schedule ->
Review the product cost.
7. Sprint Retrospective: Update the product information on the website for
customers.
8. Customer Ready Product Increment.
9. Incremental Product Release
 Sites
ADM company official site:
https://www.adm.com/

ADM company purpose / portfolio:

https://www.adm.com/en-us/about-adm/our-company/#:~:text=We're%20a%20global
%20leader,health%20and%20wellness%20and%20more.

ADM price and news:

https://nz.finance.yahoo.com/quote/ADM/

ADM is a world leader in bio energy according to Fortune Business Insights:

https://uabio.org/en/materials/13737/

ADM Earnings expected to grow: What to know ahead of next week’s release:
https://www.nasdaq.com/articles/archer-daniels-midland-adm-earnings-expected-to-
grow:-what-to-know-ahead-of-next-weeks-2

ADM to present at Bernstein’s 39th Annual Strategic Decisions Conference:

https://www.businesswire.com/news/home/20230519005330/en/ADM-to-Present-at-
Bernstein%E2%80%99s-39th-Annual-Strategic-Decisions-Conference

Air Protein Official Site:

https://www.airprotein.com/

Air Protein basic information & news:

https://www.crunchbase.com/organization/air-protein

Air Protein - Meet an Unreasonable Venture:

https://unreasonablegroup.com/ventures/air-protein/

The company making steaks out of thin air:

https://edition.cnn.com/2022/11/15/world/air-protein-lisa-dyson-climate-scn-spc-intl/in
dex.html

Air Protein: informations from PitchBook:

https://pitchbook.com/profiles/company/435804-13#overview

Air Protein | Linkedln - information & news & posts:

https://www.linkedin.com/company/air-protein

ADM and Air Protein will co-produce sustainable protein made from CO2:
https://www.greenqueen.com.hk/adm-air-protein-sustainable-protein-from-co2/
Air-based protein market:
https://www.factmr.com/report/air-based-foods-market

Protein market:
https://www.mordorintelligence.com/industry-reports/global-protein-market?gclid=Cj0
KCQjwyLGjBhDKARIsAFRNgW8eXKHWHf5824UrfIeFgHVgJtxkcaX-ybXwS2AwcXB
cDjAM4ccTJvAaAjo4EALw_wcB

Protein Market Size

https://www.globenewswire.com/en/news-release/2023/03/02/2619428/0/en/Protein-
Market-Size-to-Hit-Around-USD-37-81-Billion-by-2032.html

Myprotein.com case data

https://www.similarweb.com/website/myprotein.com/#overview

Protein Supplements Market size, share & trends analysis report

https://www.grandviewresearch.com/industry-analysis/protein-supplements-market#:
~:text=The%20global%20protein%20supplements%20market,fitness%20centers%2
0around%20the%20globe.

Protein market - size, share, growth, trends, regional outlook, and forecast
2023-2032
https://www.precedenceresearch.com/protein-market

McKinsey&Company - Alternative proteins: The race for market share is on

https://www.mckinsey.com/~/media/McKinsey/Industries/Agriculture/Our%20Insights/
Alternative%20proteins%20The%20race%20for%20market%20share%20is%20on/A
lternative-proteins-The-race-for-market-share-is-on.pdf

Can Air Protein help feed and save the world at the same time?
https://www.fooddive.com/news/can-air-protein-help-feed-and-save-the-world-at-the-
same-time/568472/

Food for Thought: The Protein Transformation (Competitors)

https://www.bcg.com/publications/2021/the-benefits-of-plant-based-meats

Alternative Proteins for Human Consumption (Competitors)

https://www.food.gov.uk/sites/default/files/media/document/Alternative%20Proteins%
20for%20Human%20Consumption.pdf

The untapped Climate Opportunity in Alternative Proteins (Competitors)

https://www.bcg.com/publications/2022/combating-climate-crisis-with-alternative-prot
ein
Air Protein - Creating Meat Out Of Air - “We Have an Ultra-Sustainable, Clean Label
Solution for the Future of Meat”
https://vegconomist.com/interviews/airprotein-creating-meat-out-of-air-if-we-cant-cur
b-consumer-demand-for-meat-we-can-redefine-it/

Air Protein Introduces The World’s First Air-Based Food

https://vegconomist.com/products-launches/air-protein-introduces-the-worlds-first-air
-based-food/

Air Protein raises $32m to create sustainable ‘meat’ from microbes… and thin air
https://www.foodnavigator-usa.com/Article/2021/01/07/Air-Protein-raises-32m-to-cre
ate-sustainable-meat-from-microbes-and-thin-air

Global protein market size & share analysis - Growth trends & Forecasts up to 2029
https://www.mordorintelligence.com/industry-reports/global-protein-market?gclid=Cjw
KCAjwscGjBhAXEiwAswQqNG8NQiOKvXNiQYyEcqRF8J15b-D1ybwZnGlY1IUB67s
OuXRJV7rfXRoC2p4QAvD_BwE

https://www.greenqueen.com.hk/consumer-behaviour-deep-dive-who-is-buying-plant
-based-meat-and-why/#:~:text=Moonshot%20Collaborative's%20poll%20also%20sh
owed,saying%20they%20would%20pay%20more.

https://www.transparencymarketresearch.com/plantbased-protein-market.html

https://www.thoughtco.com/maslows-hierarchy-of-needs-4582571

https://sendpulse.com/support/glossary/product-positioning