Meallions – you asked, we answer!

We just have arrived back from Singapore where we have visited Speciality&Fine Asia exhibition where we talked for the first time about the new reality show project Meallions – New Meal for Millions, the winner of which would receive $100 000. As promised, now I present you with the latest update.

Our team held a press conference, though we gave out some champagne cocktails and King Claw crabs before that. Let me introduce you our team now – apart from me, the creator of this project’s idea and the leading promoter of Meallions, we have Arun Pandian, a famous Bollywood actor and producer, participating in the project. Our general producer is Sergey Efremenko. Our main consultant is Alexander Kiselev, head to the center of food startups Mabius, because Mabius provides this project with consulting and choosing mentors and participants.

There will be two versions of the show – Asian and European.

At the press conference we responded to questions of the local journalists and bloggers, and there we many of those! I am sure that you might get similar questions, so I will give you the answers in this article. And we are indeed open for further questions – just contact us on our Meallions page on Facebook for any further information.

When can I apply?
On the 10 of August we will officially open our website – meallions.show, where you can apply for participating in the show. There will be two versions of the show – Asian and European. For participation, there will 15 people selected. The applications are open for anyone from all across Europe or Asia, the only requirement is to have a proficiency level of English.

We are looking for those who are capable and willing to feed millions.

What are the criteria for selecting potential participants?
The detailed criteria will be published on the 10th of August. Collecting and analyzing those application is the job of our partners project Mabius, a center for the food startups. Mabius is currently serving as a corporate accelerator, PepsiCo Lab, which is a program to work with startups, that was launched by PepsiCo and Mabius in April 2017.

Nevertheless, the main part of the answer lays in the project’s slogan, Meallions – New Meal for Millions. We are looking for those who are capable and willing to feed millions. Working closely with food startuppers from all over the world, we realised that everyone seems to have a sort of glass eiling that, in fact, is totally falsely perpetuated. Moscow residents think in the boundaries of the Garden Ring, Israelis – in terms of Tel Aviv and Jerusalem. Let me give you an example – we have recently visited Israel with our team and talked with the local entrepreneurs. Many people in Israel produce wonderful hummus, but no one seems to be thinking about adapting and exporting their product to Asia, for example, where so many people would enjoy this thousand-year-old taste.

Crab preservers King Claw were highly rated this year by the experts on the British food exhibitions.

But anyways, what kind of people are you looking for to participate in Meallions?
I will give you an example. This is Andrey Ryvkin, who moderated the presentation of Meallions in Singapore. In this reality show, Andrey is being filmed as one of the mentors. He is an MBA graduate in England, who decided to change his career in corporation to his own business, became a chef and founded a net of market bistros United Kitchen (Moscow), and recently presented his first product for the British retail – crab preservers King Claws, that were highly rated this year by the experts on the British food exhibitions. Straight after presenting it in Singapore, Andrey headed off to London to hold some test-markets or trial sales, and after that he is planning to distribute them to shelves of the food shops of England. Next step would be to bring King Claw to Asian markets. Ideally, we are looking for people like Andrey, with high potential and ambition.

We want to make the food-entrepreneurship a fashionable profession and to create a highly professional community around Meallions.

Where are you going to film the show?
First season will contain 12 episodes. During the first nine episode the participants will stay under the same roof, competing to get into semifinal and doing the tasks set by their mentors in the real time. The beginning of the European series will be filmed in Sochi, and the Asian one – in Chennai, one of the fastest-growing regions of India that is also often referred as the Indian Silicon Valley, In the final episode, there will be only three competitors left. One of the episodes will be filmed in London, another one – in New York. The 12th episode will be the final competition and it will take place on a food market on the streets of Singapore.

What do you want to tell the wold by doing this project?
We want to make the food-entrepreneurship a fashionable profession and to create a highly professional community around Meallions. But we also understand that food will always be important for everyone, so the food business is always going to bring money. It is very rewarding to feed people, and having this mission should guide people into a better and happier future.

Why are you launching Meallions exactly at this point in time?
For the first time in history, globalization and technical progress allow everyone to built a big business and become successful on a global level. Now you don’t have to be someone from a dynasty of professionals and have an access to large capital. To be successful now it is enough just to be passionate and to be able to learn quickly and to be highly motivated. Nowadays the consumers in the global markets have a high interest to niche products from different countries as well as authentic products from different culinary traditions. Technologies also allow us to have a distant access to any necessary resources, adapt a local product for different markets, prepare your product to be launched in a different country and to find investors.

Singapore provokes many interesting gastronomical experiments and it is ready to accept new traditions of many different cultures and countries.

Why is the final battle going to happen in Singapore?
Singapore is not just one of the biggest financial markets in the world, but it is also becoming one of the key gastronomical capitals of the world, that offers everything ranging from street food to expensive restaurants. This island provokes many interesting gastronomical experiments and it is ready to accept new traditions of many different cultures and countries. It is also important that Singapore has a long history of entrepreneurship, it is a hub for startups from all over the world. Another reason would be quite simple – I just like Singapore a lot.

Who is going to become those mentors that will be challenging the competitors?
They will be experts in FMCG industry from all over the world, including myself. Currently this list is a secret though.

The main prize is only 100 thousand dollars. Is it actually enough for launching a new brand on a global market?
It is enough to begin, to launch a new product and test it. After a few months of trials and development, the projects will be ready for the next round of investments and it will become interesting for major investors like myself.

latest posts