At Newtopia Now, Vegconomist sat down with Melanie Kahn, Chief Marketing and Chief Revenue Officer at Nature’s Fynd, to explore the company’s remarkable journey from a NASA- and NSF-backed research expedition in Yellowstone to building a fungi-based protein platform poised to redefine how we eat. In this conversation, Kahn shares how Fy™ was discovered, the challenges and opportunities of scaling alt-protein in today’s market, and why she believes “smarter protein” will win mainstream trust where others have stumbled.
The Origin Story & Science
Nature’s Fynd started from a NASA- and NSF-backed research expedition in Yellowstone. Could you share how that journey from extremophile discovery to food-grade fermentation platform shaped your brand and culture?
Nature’s Fynd began when our co-founder discovered a microorganism thriving in the extreme environment of a Yellowstone National Park hot spring. That organism, Fusarium strain flavolapis, now called Fy™️, proved to be a complete source of protein that could be grown through fermentation.
What started as a scientific exploration about how life survives in the harshest conditions evolved into a mission to help feed people here on Earth, while nurturing the planet. Developing Fy into a food-grade protein required years of persistence, creativity and reimagining what’s possible in food science. That journey shaped our culture: we are explorers at heart, guided by curiosity and a willingness to challenge convention.
The result is a company that bridges discovery and impact. We take cutting-edge science and transform it into foods that seamlessly integrate into everyday life. That sense of pioneering, of turning “what if” into “what’s next,” is at the core of our brand and everything we do.
How do you think that space and science-driven origin story influences how consumers and retailers receive Fy today?
Our NASA and Yellowstone origin signals to both consumers and retailers that Fy isn’t just another plant-based protein; it’s born from real science and natural origins. That story builds trust while sparking imagination, reframing food as a frontier for innovation and making Fy feel like a smarter way to enjoy protein.
Brand & Marketing Strategy
As CMO and CRO, how do you balance messaging rooted in groundbreaking science with accessibility and a pricing strategy serving everyday consumers?
We use science as the spark, but we lead with benefits people feel every day. Fy’s origin story builds credibility, but what resonates most is that it’s a complete protein with fiber, nutritional power people can taste and trust. Our role is to translate that breakthrough into craveable foods that fit daily routines. On the commercial side, it’s about ensuring our products are positioned where consumers recognize the value: protein that’s smarter, nourishing, and worth choosing.
Nature’s Fynd now offers products like veggie bites, dairy-free yogurt and breakfast patties. What consumer insight drives the choice of product formats? What can we expect next? What is a product you will never get into and why?
We’re guided by the insight that consumers are seeking more protein, but not always from the same old places. That’s why our lineup is a mix: Meatless Breakfast Patties bring Fy into familiar spaces where people already turn for protein, while Protein + Veggie Bites create a new category altogether.
What’s next? We could technically make anything with Fy, but that doesn’t mean we should. If it isn’t nutritious (good source of protein), craveable, and something people can actually see themselves buying, it’s not the right fit.
Some argue we should focus less on mimicking meat and more on celebrating plants for what they are. Where do you stand on this?
We think it’s not an either/or, it’s an and. There will always be value in celebrating the natural goodness of plants, but protein remains the centerpiece of the plate for most people. Fy gives us the chance to do both: offer formats like our Protein + Veggie Bites that highlight nutrition in a brand-new way, while also creating options like Meatless Breakfast Patties that satisfy the craveability of meat. Our goal isn’t to mimic, it’s to rethink. To show that protein can come from an unconventional source that’s complete, delicious, and gentler on the planet.
Distribution & Market Access
How do you think about your distribution strategy, balancing natural/specialty retailers with potential mass-market expansion?
We think about distribution in phases. Natural and specialty retailers are where early adopters discover us; they’re the shoppers most eager to try a new, smarter protein and help build credibility for Fy. But our long-term vision is mass-market. If smarter protein is going to make a real impact, it has to be where everyday consumers shop.
So we balance both: leading in natural channels that set trends, while preparing for broader expansion with products and pricing that can scale. It’s less about choosing one or the other, and more about sequencing: earning trust in a natural way, then building accessibility in mainstream retail.
Do you believe the future of alt-protein lies in scaling through mainstream grocery or in building credibility through targeted, values-aligned channels first?
Credibility begins in natural channels, but the future of alt-protein lies in mainstream grocery stores. To make a real impact, smarter protein has to move from niche shelves to the everyday cart.
The Alt-Protein Industry: Current Landscape
With headlines about Meati filing for bankruptcy and Beyond Meat struggling financially, do you see this as a natural correction or a broader warning?
It’s a natural correction, not a warning. Innovation is never linear, but the mission of rethinking protein for people and the planet remains. A rising tide lifts all ships, and every step forward builds awareness that alt-protein is here to stay.
What do you think those struggles reveal about consumer expectations or business model risk?
The lesson is clear: both taste and protein must deliver. Consumers want food that’s craveable but also gives them real nutritional value. On the business side, success will stem from striking a balance between innovation and fundamentals, which entails meeting consumer expectations while developing models that can sustain long-term growth.
Vision & Positioning
Nature’s Fynd isn’t plant-based, it’s fungi-based. How do you position Fy in today’s crowded alt-protein market?
We position Fy first and foremost as a smarter source of protein. It’s a complete protein with all nine essential amino acids, plus fiber, something most alternative proteins can’t claim. In a crowded market, that nutritional profile sets us apart. Fy delivers the strength of protein with the added benefits of fiber, in formats that are delicious and versatile. Our unconventional origins also contribute to that story, as Fy was born in nature and grows through fermentation.
With mushrooms everywhere in supplements and beverages, does that make explaining Fy easier or harder?
The mushroom moment definitely creates familiarity, but Fy is different. We’re not a supplement or extract—we’re a complete protein with fiber that can anchor real meals. In some ways, this makes the door easier to open, as consumers are already excited about the power of fungi. Our job is to take that curiosity and connect it to what Fy uniquely delivers: protein that’s both nourishing and delicious.
Looking ahead 3–5 years, do you envision Fy being the star ingredient across multiple brands or the anchor of your own product line?
What excites us is the range of possibilities Fy opens up. It’s a platform that can go in many directions, and we’re intentionally keeping that future flexible. What we know for sure is this: a complete protein with fiber, born from an unconventional origin, is reshaping how people think about food.
Challenges & Lessons
What has been the most unexpected marketing or distribution challenge so far, and how did you tackle it?
One unexpected challenge has been that consumers often don’t know where to “place” us…are we like plants, are we like meat, are we something entirely new? That ambiguity can make marketing and placement in retail a hurdle. We tackled it by leaning into education and clarity: focusing on Fy’s nutritional edge—complete protein plus fiber—and positioning it as smarter protein rather than forcing it into a single box. That shift has helped both consumers and retailers see Fy for what it is: a new, better way to protein.
What do you wish other brands, and investors, understood better about scaling alt-protein rooted in emerging science?
Scaling alt-protein from emerging science takes time and discipline. What works in the lab has to become craveable, consistent food at scale, and that requires patience from investors and partners. When done right, it delivers more than just a product; it creates an entirely new category of protein.
What’s the hardest truth about running a plant-based (or alt-protein) company that the industry doesn’t talk about enough?
The hardest truth is that science and mission aren’t enough. Ultimately, the food must excel in terms of taste and encourage repeat purchases. Consumers may try something once for the story, but they only come back if it delivers craveable nutrition every time. That’s the bar we’re all up against, and it’s tougher than most people realize.
Looking Forward
If we check back next year at Newtopia Now, what milestone would you want Nature’s Fynd to have achieved?
By next year, I’d like to see our Protein + Veg Bites available nationwide, and for more people to incorporate our foods into their everyday routines. The milestone isn’t just distribution, it’s becoming part of how consumers think about getting protein on their plate every day.
In your view, what’s the biggest misconception the industry will need to overcome to win mainstream trust?
The biggest misconception is that foods like ours are overly processed or “lab-grown.” The truth is Fy has its origins in nature, and we grow it using one of the oldest food-making methods there is: fermentation. From there, we turn it into nutritious, craveable foods people can feel good about eating every day. And what makes it truly compelling is what it delivers: complete protein with fiber, in formats that fit seamlessly into daily life.
This article was provided by vegconomist guest author Nils Knoop. With nearly two decades of experience in marketing and brand-building, Nils Knoop has worked with global brands like Nike, Ben & Jerry’s, and Seventh Generation, specializing in impact storytelling and sustainability-driven campaigns. As co-founder of Apollonia and an advisor for HEYHO, he brings deep expertise in ethical branding and social impact.
