Vegan Business Talk

In this episode I interview Che Green, co-founder of Moonshot Collaborative, a new consumer research firm offering affordable solutions for vegan and plant-based brands. Based in Washington State, Che is a 25-year market research veteran focused on sustainable and ethical consumerism, including plant-based foods. He has led research efforts for groups ranging from Fortune 50 companies to international nonprofits. Che co-founded Faunalytics more than 20 years ago, which provides data for animal activists to enable them to be more effective. His work has involved understanding consumers’ behavioral motivations and decision-making, and applying these insights to help companies expand their customer base and increase sales. His deep consumer research experience includes a range of quantitative (surveys, experiments), qualitative (focus groups, interviews), and mixed-method research. In 2021, along with investor and plant-based industry veteran David Benzaquen, Che co-founded Moonshot Collaborative, a rese