On The Green Side
On The Green Side is a South African food processing company founded in 2018 that sells plant-based chicken alternatives, including tenders and frozen meals, produced via proprietary High Moisture Extrusion technology, serving consumers, foodservice, retailers, and food manufacturers through direct e-commerce and B2B channels across South Africa.
- Company typePrivate
- Founded2018
- HeadquartersStellenbosch, South Africa
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What On The Green Side does
On The Green Side (Pty) Ltd. is a privately held South African food processing company founded in 2018 in the Western Cape by a food scientist and a farmer, focused on plant-based chicken alternatives. The company is headquartered and manufactures at a facility in Strand, Western Cape, and is registered under company number 2018/231674/07. It positions itself around a proprietary High Moisture Extrusion (HME) process that texturizes plant proteins at 50-70% moisture to replicate the fibrous elongated texture of real chicken using only water and a blend of plant proteins, producing whole-cut, uncoated tenders rather than breaded or processed formats. The product portfolio is organized into two collections: Tenders (Frozen Tenders, Gourmet Tenders, Traditional Flame-Grilled Tender Fillets) and Meals (Frozen Meals, Slow-Cooked Meals).
The company operates a horizontal go-to-market across five customer segments: individual consumers as the primary channel, alongside restaurateurs/chefs, retailers, food manufacturers, and wholesalers/distributors. Revenue is generated through one-time direct product sales priced in South African Rand, with a R750 minimum order and free shipping above R1,650. Distribution runs through a Shopify-powered DTC e-commerce site supported by a three-tier cold-chain delivery network: same-day courier in Cape Town and Johannesburg metros, national delivery to main urban centres, and regional delivery to rural areas, plus a free factory-collection option at the Strand site. Marketing is executed through organic social (Facebook, Instagram, YouTube), email newsletter, and website content, with no disclosed institutional funding, partnerships, or retail listings.
Founder Brian Hanson is identified as owner; no broader management team, board composition, or institutional investors are disclosed. The company has no disclosed patents, awards, regulatory actions, M&A, or restructuring events in the available data, and it appears to operate as a bootstrapped, founder-owned small enterprise of 11-50 employees with stated ambitions to reach price parity with conventional chicken.
On The Green Side firmographics
Firmographics- Name
- On The Green Side
- Legal name
- On The Green Side (Pty) Ltd.
- Website
- https://onthegreenside.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- On The Green Side is a South African food processing company founded in 2018 that sells plant-based chicken alternatives, including tenders and frozen meals, produced via proprietary High Moisture Extrusion technology, serving consumers, foodservice, retailers, and food manufacturers through direct e-commerce and B2B channels across South Africa.
- Ownership category
- akta.pro rank
On The Green Side industry classification
Industry- Product category
- Plant-based Meat Alternatives
- SIC
- Sausages & Other Prepared Meat Products (2013), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Plant-Based Poultry Alternatives (Analog Chicken/Turkey) (AFANAKAL)
- akta.pro secondary industry
- Finished Meat-Alternative Prepared Foods (Nuggets, Burgers, Sausages, Ready Meals) (AFANAKAO)
Keywords
Where On The Green Side is headquartered
LocationHeadquarters
- HQ city
- Stellenbosch
- HQ country
- South Africa
- HQ region
- Africa
Offices1 record
Markets served
On The Green Side business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct Product Sales: One-time transaction sales of plant-based meat products (frozen meals, tenders) directly to consumers and businesses through their e-commerce platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Same-Day Delivery in Cape Town & Johannesburg Metro areas |
| Unit Pricing | Pay-as-you-go | National Delivery to Main Centres |
| Unit Pricing | Pay-as-you-go | Regional Delivery to Rural/Remote areas |
| Unit Pricing | Pay-as-you-go | Bundle Discount - 24 Meal Pack |
| Unit Pricing | Pay-as-you-go | Collection from Strand Factory |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
On The Green Side product offering
Product offeringCore offering
On The Green Side manufactures and sells plant-based chicken-style meat alternatives — including frozen tenders, gourmet tenders, slow-cooked meals, and flame-grilled fillets — produced via High Moisture Extrusion (HME) at its Strand, Western Cape facility. Products are sold directly to consumers through online ordering and to retailers, restaurateurs, chefs, wholesalers, and food manufacturers through wholesale distribution.
Product overview
On The Green Side is a plant-based meat alternative company offering a portfolio of frozen and chilled food products. The product line centers on chicken-style alternatives (tenders, fillets, and meal solutions) crafted using High Moisture Extrusion (HME) technology. Products are organized into two main collections: Tenders (Frozen Tenders, Gourmet Tenders, Traditional Flame-Grilled Tenders) and Meals (Frozen Meals, Slow Cooked Meals), all positioned as direct plant-based replacements for conventional chicken across various culinary applications.
Differentiator
Problem solved
Functional benefit
Products and services
- Frozen Meals Plant-based frozen ready-to-eat meals manufactured using High Moisture Extrusion (HME) technology, sold to individual consumers, retailers, and foodservice buyers in South Africa.
- Frozen Tenders Frozen plant-based chicken-style tenders produced via High Moisture Extrusion (HME), sold to consumers, restaurants, and retailers as a versatile protein component.
- Slow Cooked Meals Plant-based slow-cooked style meal offerings manufactured using HME technology, marketed to South African consumers and foodservice operators.
- Gourmet Tenders Premium plant-based chicken-style tenders produced through HME processing, positioned as a gourmet offering for retail and foodservice customers.
- Traditional Flame-Grilled Tender Fillets Plant-based flame-grilled style tender fillets produced via High Moisture Extrusion, marketed as a ready-to-heat alternative to grilled chicken for South African consumers and foodservice operators.
Quantifiable outcome
- Products competitive with all major global brands
- +1 more outcomes
Companies that use On The Green Side
Customer profileSegments5 records
Ideal customer profiles2 records
On The Green Side technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
On The Green Side partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
On The Green Side competitors and assessment
Company assessmentDirect peers
- Fry's Family: A South Africa-headquartered plant-based food company producing meat alternatives including chicken-style products for retail and foodservice. Directly comparable as a fellow South African plant-based meat brand operating in the same market and category.
- Quorn: UK-based producer of meat alternatives using mycoprotein fermentation. Comparable as a manufacturer of fibrous, whole-cut-style protein products designed to mimic real meat texture and taste, addressing the same taste-and-texture replication challenge.
- Planted Foods: Swiss startup producing plant-based meat using proprietary high-moisture extrusion technology. Closely comparable on technology platform (HME), end-products (whole-cut-style chicken alternatives), and sustainability-led brand positioning.
- LikeMeat: Germany-based plant-based meat producer selling chicken-style and other alternatives, with retail and foodservice distribution. Comparable as a focused plant-based chicken alternative brand competing in similar foodservice and retail channels.
- Hungry Planet: US plant-based seafood and meat company producing fibrous protein products using proprietary extrusion technology. Comparable as a fibrous-textured, whole-cut-style meat alternative manufacturer using extrusion technology with similar foodservice and retail positioning.
Broad incumbents
- Beyond Meat: US-listed global leader in plant-based meat, including a chicken-tender product line. Comparable as a direct plant-based meat alternative producer with overlapping category focus and global brand scale that creates competitive pressure on niche entrants like On The Green Side.
- Impossible Foods: US-based plant-based meat company with chicken and beef alternatives. Directly comparable technology-led, plant-protein-focused competitor in the alt-protein category, with global brand and retail presence that could enter South Africa.
- Nestlé Garden Gourmet: Nestlé's plant-based food brand offering meat alternatives across multiple categories. Comparable as a broad incumbent in plant-based meals and tenders with global retail-distribution scale that could challenge On The Green Side in South African retail channels.
- Tyson Foods (Raised & Rooted / branded alt-protein): Large conventional poultry processor with plant-based product lines (Raised & Rooted, Yappah). Comparable as a poultry incumbent leveraging industry knowledge in plant-based chicken alternatives, posing a structural competitive threat to niche plant-based chicken specialists.
Emerging players
- Alpha Foods: Plant-based food brand offering frozen meals and meat alternatives including chicken-style products. Directly comparable product portfolio overlap (frozen meals, plant-based chicken alternatives) at similar scale to On The Green Side.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
On The Green Side social profiles
Digital presenceOn The Green Side financial estimates
Financial estimateRevenue estimate
Valuation estimate
On The Green Side leadership team
Management profileNumber of profiles
Profiles1 record
On The Green Side funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
On The Green Side M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about On The Green Side
What does On The Green Side do?
On The Green Side manufactures and sells plant-based chicken-style meat alternatives — including frozen tenders, gourmet tenders, slow-cooked meals, and flame-grilled fillets — produced via High Moisture Extrusion (HME) at its Strand, Western Cape facility. Products are sold directly to consumers through online ordering and to retailers, restaurateurs, chefs, wholesalers, and food manufacturers through wholesale distribution.
Is On The Green Side a public or private company?
On The Green Side is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was On The Green Side founded?
On The Green Side was founded in 2018. It employs 11 to 50 people.
Where is On The Green Side based?
On The Green Side is headquartered in Stellenbosch, South Africa, in the Africa region.
How does On The Green Side make money?
One revenue line is on record: direct Product Sales.
Who are On The Green Side's main competitors?
Direct peers on record are Fry's Family, Quorn, Planted Foods, LikeMeat and Hungry Planet. Broad incumbents are Beyond Meat, Impossible Foods, Nestlé Garden Gourmet and Tyson Foods (Raised & Rooted / branded alt-protein). Alpha Foods is listed as an emerging player.
Does On The Green Side have an API?
No public API is recorded for On The Green Side.
What industry is On The Green Side in?
On The Green Side's product category is Plant-based Meat Alternatives. Its primary akta.pro industry code is AFANAKAL, Plant-Based Poultry Alternatives (Analog Chicken/Turkey), with a secondary code of AFANAKAO, Finished Meat-Alternative Prepared Foods (Nuggets, Burgers, Sausages, Ready Meals). Its SIC code is 2013.