This prestigious award celebrates the most outstanding startup founders from the University of St.Gallen. Recognizing innovative ideas, exceptional leadership, and impactful business ventures, the HSG Founder of the Year award highlights the achievements and contributions of leading entrepreneurs within the HSG community. Discover the stories of past winners and learn how their startups have made a significant impact.
Pascal Bieri, one of the co-founders of Planted and a member of its executive team, grew up in Sursee and studied Business Administration at the University of St.Gallen, earning a Master’s in Business Innovation. After five years at Migros-Industrie, including three in the USA, he co-founded the ETH Foodtech spin-off Planted in 2019. Planted has rapidly grown to become Europe’s fastest-growing alternative protein startup, producing over a ton of plant-based meat per hour in their Kemptthal factory and raising over CHF 115 million.
Bieri emphasizes the importance of offering a compelling plant-based alternative without forcing dietary changes. Planted’s mission is deeply ingrained in his life, merging business with personal values and contributing to reducing animal consumption. The company focuses heavily on research and development, with significant investments aimed at improving their fermentation platform to scale production while maintaining quality.
During his time at the University of St.Gallen, Bieri was not initially focused on nutrition but was inspired by future-oriented research during his tenure in the USA. This led to his involvement in the protein market, co-founding Planted with Lukas Böni, Eric Stirnemann, and Christoph Jenny. Planted’s products strive to replicate the taste, texture, and protein content of animal meat, aiming to make plant-based eating enjoyable and culturally familiar.
Reflecting on his entrepreneurial journey, Bieri highlights the value of customer feedback and practical testing over extensive theoretical planning. His plans for Planted include expanding their product range and improving sustainability, envisioning a future where plant-based alternatives are commonplace. Bieri is open to collaborations, including with other innovative startups like Formo.
Planted has received multiple accolades, including ranking second in the Top 100 Swiss Startup Award 2023, with Bieri being named HSG Founder of the Year 2024. These achievements underscore the startup's impact and the support from the University of St.Gallen’s entrepreneurial ecosystem.
