Actress Anne Hathaway’s investment in food-tech startup The Every Co., announced [February 1], brings more than capital – it also brings star power that the company’s CEO says he hopes will raise consumer awareness – and acceptance – of animal-free proteins ‘brewed’ through precision-fermentation.

“It’s becoming obvious to a much broader audience that we simply cannot continue to live in a world where key, globally consumed nutrition sources, such as eggs, are regularly impacted by zoonotic disease and contamination. With a population edging toward 10 billion, precision fermentation is becoming an increasingly obvious solution that facilitates cleaner, safer and more sustainable on-demand protein generation,”​ [The EVERY Company CEO Arturo] Elizondo said.

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Celebrity investors, like Hathaway, can spotlight these benefits for consumers in a way that is simultaneously reassuring and exciting.

“Anne’s support validates our brand and ingredients,”​ and “we’re thrilled investors like Anne are taking note of the real solutions we’re offering and bringing tailwinds for awareness and adoption along with them,”​ Elizondo said.

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“The response has been overwhelmingly positive,”​ he said of consumer reception to products featuring its ingredients. “We’re bullish on collabs that showcase the potential of our products in intriguing formats and channels.”​

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