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Max Elder
Making plant-based meat that's good for you & the planet.
Max Elder is a prominent figure in the food technology sector, known for his role as the co-founder and former CEO of Nowadays, a plant-based food startup focused on creating clean-label, whole cuts of plant-based chicken. He founded Nowadays in August 2020 and led the company until its closure in March 2024 due to challenges in raising venture capital amidst a difficult market for alternative proteins.15
Background and Education
Max Elder has a diverse academic background, having studied at Kenyon College, where he earned a Bachelor's degree in Philosophy, and at Oxford University as a visiting student. His early career included significant roles in research and strategy, particularly as the Research Director at the Institute for the Future (IFTF), where he co-led the Food Futures Lab. This position allowed him to explore sustainable food systems and animal ethics extensively.123
Career Highlights
- Nowadays (2020-2024): As CEO, Elder raised $10 million in funding and launched plant-based chicken products that gained traction in direct-to-consumer and retail markets. However, despite initial success, the company faced financial difficulties that led to its shutdown.45
- Institute for the Future: Elder's work here involved consulting on long-term strategies across the food value chain, contributing to his expertise in sustainable food practices.2
- Food System Innovations: Following the closure of Nowadays, he transitioned to become the Managing Director at Food System Innovations, focusing on initiatives aimed at reducing animal dependency in food systems.15
Contributions and Influence
Max Elder is recognized not only for his entrepreneurial ventures but also for his thought leadership in the food industry. He has advised numerous organizations, including the Bill & Melinda Gates Foundation and Nestlé, and has been featured in major media outlets like The New York Times and Forbes. His insights on alternative proteins and sustainable practices continue to influence discussions around food systems globally.123
Elder's journey reflects a commitment to innovating within the food industry while addressing complex challenges related to sustainability and consumer needs.
