I’m working on growing the US tofu market—wrote a book on the subject (www.brokencuisine.com) and figuring out what’s next.
Besides tofu, I restarted and led the EA Los Angeles group and previously restarted and co-led the EA club at the University of Southern California.
That’s a great point about modeling concrete scenarios (like types/numbers of distribution points), rather than just assuming some percentage of market growth. I’ll try fleshing that out a bit. The reason I’m bullish on potential market size is that most common tofus have abysmal product-market fit outside the Asian American community, whereas rare tofus (at least in our research) seem to fare much better. If that pattern holds, and we can find high leverage marketing methods, it would seem strange if rare tofus don’t eventually eclipse the former. Like you said, though, this hypothesis needs more validation.
Also would be great to build a better “outside view.” Hopefully we’ll get a better sense in the coming months as we look into restaurant partnerships :)
Hi Jason,
Thanks for the rec—I’ve chatted with a few folks from GFI. We’ll try to engage with them more as we move forward.