Introdução
Although still in its early stages, the Brazilian plant-based meat sector has seen a steady influx of new entrants. Companies fall into two categories: plant-based exclusive firms and traditional meat processors diversifying their portfolios (Reis et al., 2023). The latter, with greater resources and market access, have rapidly gained leadership, pushing smaller exclusive firms toward acquisition or exit. Notable exceptions exist. In contrast, this study examines a lesser-known independ company— referred to here as “Greenish”—which has achieved sustained growth without major capital campaigns.
Problema de Pesquisa e Objetivo
This context raises the research question: How do small plant-based exclusive companies in the Brazilian plant-based meat industry achieve competitive advantage in an emergent market dominated by larger players and traditional meat processors? To explore this, the study employs reflexive thematic analysis (Braun & Clarke, 2006; 2019) of interviews and online materials focused on Greenish.
Fundamentação Teórica
The market-based view assumes that an industry organizes itself according to a competitive economic structure. This structure pertains to barriers to entry and exit, which serve as the paradigm's central pivot. This paradigm forms the foundational framework for Porter’s (1979, 1980) competitive strategy and competitive forces model. Different from the market-based view of Porter (1980), the Resource-based view explains competitive advantage as an internal product coming from the heterogeneity of competing firms (Barney, 1991, 1995; Wernerfelt, 1984).
Metodologia
This study is configured as a single case study on a small plant-based meat exclusive company in Southern Brazil, called “Greenish” for ethical safeguard. Data collection followed three stages. First, Greenish was invited to showcase products at a 2022 event on plant-based meat industry challenges, organized by a sustainable food chains research lab. Second, formal interviews were conducted via Microsoft Teams with two researchers and two company. the National Head of Sales and the Head of R&D.Third, documentary sources were analyzed, including the firm’s website social media, and related news
Análise e Discussão dos Resultados
Our reflexive thematic analysis identified four overarching themes explaining Greenish’s competitive advantage in Brazil’s plant-based meat industry: (1) Challenges and Consistencies in the Plant-Based Meat Industry, (2) Greenish’s Strategic Position, (3) Greenish’s Plant-Based Meat Manufacturing, and (4) Technological Differentiation. Greenish’s strategy might appear aligned with Porter’s (1980) focus strategy. The process structures proteins to replicate textures, flavors, and cuts resembling premium meat, while accommodating diverse inputs. It fulfills VRIO criteria.
Considerações Finais
Findings indicate that Greenish leverages technological resources—particularly its pioneering use of wet texturization and adaptable extrusion machinery—to support a differentiation strategy (Porter, 1980) focused on offering complex, protein-rich main dishes instead of conventional fast-food products. Additionally, the company aligns its discourse with the United Nations Sustainable Development Goals (SDGs), emphasizing contributions to sustainability, diversity, and climate action.
Referências
Reis, G. G., Villar, E. G., Ryynänen, T., & Picanço Rodrigues, V. (2023). David vs Goliath: The challenges for plant-based meat companies competing with animal-based meat producers. Journal of Cleaner Production, 423(432), N.PAG–N.PAG.
Braun, V., & Clarke, V. (2019). Reflecting on Reflexive Thematic Analysis. Qualitative Research in Sport, Exercise and Health, 11(4), 589–597.
Porter, M. E. (1980). Competitive strategy: Techniques for analyzing industries and competitors. Free Press.
Barney, J. B. (1995). Looking inside for Competitive Advantage. Academy of Management Perspectives, 9(4),49–61