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Eat Just bags $25M, gets Alibaba’s help to sell alternative protein in China


China is a notoriously difficult market for international startups to crack, but one company seems to have found the recipe for wooing the country’s picky consumers. Three years after Eat Just launched in China, the San Francisco-based company is ready to put more alternative protein products on Chinese people’s plates.
Formerly Hampton Creek, Eat Just has secured $25 million and a strategic partnership from C2 Capital Partners, a private equity firm with Alibaba as its anchor investor. The tie-up with C2, according to Eat Just’s co-founder and CEO Josh Tetrick, will help the firm’s go-to-market strategies, sales, branding, consumer insights, hiring, and regulatory approach in China.
Specifically, the Californian company will benefit from Alibaba …

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