What will people eat 30 years from now?
By 2050, the United Nations has forecasted that the global population level will exceed 9 billion. Developing countries like Africa are expected to double its population to 2 billion and Asia has projected 2.5 billion additional urban residents by then. As the world struggles to match the pace of the growing population and its demand for food, our rapidly depleting land and water resources make it more and more apparent that a shift from our conventional food diets may be required sooner than we think.
The current trends of mass factory style of food production is not sustainable with an estimated 40% of the world’s agricultural landmass already barren due to rising temperatures and other environmental / climate concerns. Further, processed foods raise health concerns as a result of their use of hormones, antibiotics, growth enhancers, additives, preservatives, and other ingredients which are harmful to our body.
Potential solutions to tackle the food-production crises include the improvement in food processing technologies, innovative food supplements and use of genomic approaches. Another emerging dietary trend is also found in the form of superfoods, which are known to be natural food-sources packed with low calories with high nutritional qualities and health benefits. Examples of more popular / commonly known superfoods are such as acai, goji berries and blueberries that are said to lower the risk of heart attacks, or soybean, flaxseed, chia and watermelon seeds which are considered to have healthy fats which prevent heart disease, diabetes and digestive problems.
However, on a less renowned scale, microalgae is also quickly becoming recognised as the potential superfood of tomorrow. The health benefits of microalgae stem from amongst others, its bioactive components which contain anticarcinogenic, antioxidative and antihypertensive properties, whilst its genetic makeup contains a complete essential amino acid profile that is higher than meat, poultry and dairy products.
Introducing Microalgae and the ‘All 45 Essentials’
We have all been issued a recent reminder from Covid-19 regarding the importance of developing a healthy immune system. This is the inspiration behind Josens’ Projects Sdn Bhd, a Malaysian food-technology company with a mission to revolutionize the global food industry through the production of future superfoods, with microalgae as its core ingredient. Josens’ founder and CEO, Jag Kaurah has dedicated over 15-years of his life into Microalgae research and innovation. His work which includes the design of modular microalgae farming technology through closed photobioreactor systems have been validated by several key research organisations which include NASA and the Weizmann Institute of Science.
Jag Kaurah is a strong advocate for microalgae to be the food of the future. Not only is microalgae globally recognised as the healthiest and most diverse of all food sources, but it is also capable of matching the populations’ need for a sustainable food source from an environmental perspective. According to the European Algae Biomass Association, there are already over 2,000 companies worldwide that are actively involved in the production and processing of microalgae as alternative sources for proteins, dietary supplements and food groups which are part of our everyday diet. With only 15 major microalgae species / groups currently commercially used for human nutrition and pharmaceutical sectors out of 300,000 species (from which only 30,000 are documented), the potential of microalgae to be the food-source of the future is far from exhausted.
Josens’ current flagship food product, known as the ‘All 45 Essentials’ is a microalgae-based consumable powder which caters for all 45 food-based essentials for life, that being the 9 amino acids, 13 vitamins, 20 minerals and 3 essential oils. Josens believes that this product will revolutionize the food industry as it is currently the only food-source available on the market which caters for all 45 food essentials in just the correct proportions necessary to sustain an optimum and healthy lifestyle. By consuming the ‘All 45 Essentials’ in its recommended daily proportions, our immune system and ability to self-heal naturally strengthens with minimal medical intervention, whilst other health problems associated with nutritional imbalances / deficiencies and excessive eating can also be avoided.
Josens ‘All 45 Essentials’
The ‘All 45 Essentials’ is currently available in powder form, which can be blended into a smoothie or mixed into water for ease of consumption, or used as a base for integration into other food products without affecting their taste or smell. Josens takes pride in the quality of the microalgae used in the ‘All 45 Essentials’ formula which is described by Josens to be of the highest quality and cleanliness. This is possible due to the result of Jag Kaurah’s research and the proprietary technology of Josens’ holding company, Algae International Bhd which focuses on expanding the research and development in microalgae production established by Jag Kaurah.
Although relatively young in the food industry, Josens’ ‘All 45 Essentials’ has been steadily gaining traction and recognition within the local market since 2018. Jag Kaurah believes that Josens has a significant advantage over other potential competitors as it is currently the exclusive global licensee of the ‘All 45 Essentials’ formula and the rights to farm microalgae using Algae International Bhd’s proprietary technology, which enables Josens to produce high quality microalgae at large scales whilst keeping capital and operational costs at a minimum.
Josens is now gearing up for a larger regional and global expansion strategy through increased marketing efforts and by spreading more awareness on their product. Josens will be offering interested investors a chance to become a part of its corporation through an equity crowdfunding campaign with Ata Plus which is set to launch in the middle of this year. For more detailed information on the same, stay tuned to Ata Plus or get in touch with Josens at thindsue@gmail.com.
