upp.farm
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UPP: The Upcycled Protein Playbook
How a 18-person UK startup is quietly disrupting the $1.4T global food ingredient market.
While the alt-meat market cooled in 2023, a quiet revolution in the ingredient supply chain heated up. UPP isn't selling burgers; they're selling the sustainable protein backbone that makes the entire industry cheaper and greener.
"They aren't fighting for shelf space in the vegan aisle; they are lowering the cost of entry for everyone else."
The 'Pickaxe' Strategy
In the gold rush, you don't bet on the miners—you bet on the pickaxe sellers. UPP is the pickaxe for the plant-based food industry. By focusing on upcycled protein and fiber ingredients (rather than finished consumer goods), they insulate themselves from volatile consumer trends and secure high-margin B2B contracts with food manufacturers looking to cut costs and carbon footprints simultaneously.
The B2B Moat
With a lean team of 18 and $1.1M in revenue, UPP is operating with a revenue-per-employee ratio of ~$61k. While this is lower than mature SaaS companies, in deep-tech food manufacturing, this capital efficiency is impressive. They are scaling production without the massive overhead of traditional CPG marketing, relying instead on direct partnerships with food producers.
The traffic data reveals a focused, high-intent audience. With 4,272 monthly visits and a global rank hovering around #5.5M, UPP isn't chasing mass-market fame. They are dominating a niche. The search volume for 'UPP' (17,590 monthly) suggests strong brand recall within the industry, likely driven by their LinkedIn presence and direct sales outreach.
- Non-allergenic & Vegan: Solves the top 8 allergen issues common in soy and pea proteins.
- Hybridization Ready: Works at 4-20% inclusion rates, allowing meat producers to reduce costs without full substitution.
- Sustainable Supply Chain: Upcycled inputs reduce waste and environmental impact, a key selling point for modern manufacturers.
The Verdict: A B2B Sleeper Hit
UPP is betting that the future of food isn't in the grocery aisle, but in the factory supply chain. With strong backing and a clear focus on upcycling, they are positioned to be a critical infrastructure layer for the next generation of sustainable food.
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Easy to use sustainable upcycled plant protein and fibre ingredients for food manufacturers | UPP
We deliver non-allergenic, nutritious, and sustainable upcycled plant protein and fibre ingredients at scale. Food producers partner with us to reduce costs and environmental impact and enhance nutrition. Our vegan ingredients can be used at inclusion rates from 4-20% including to hybridise meat.
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About upp.farm
We deliver non-allergenic, nutritious, and sustainable upcycled plant protein and fibre ingredients at scale. Food producers partner with us to reduce costs and environmental impact and enhance nutrition. Our vegan ingredients can be used at inclusion rates from 4-20% including to hybridise meat.
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upp.farm uses 12 technologies across their website including HSTS, Cloudflare, Amplitude, Google Analytics, and more.
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upp.farm receives approximately 4.3K monthly visitors and ranks #5,504,204 globally. The website has a bounce rate of 99% with visitors viewing an average of 1.0 pages per visit. Users spend an average of 0:00 on the site.
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