How Afterlife is Turning Food Waste Into Gourmet Mushrooms—A Rebrand With a Purpose
At ROC Venture Group, we’re passionate about investing in innovative businesses that merge sustainability with commercial success. One of our portfolio companies, Afterlife, is leading the charge in sustainable agriculture by turning food waste into gourmet mushrooms—and they’ve just undergone a bold rebrand to better align their name with their mission. Recently featured in Inc., Afterlife’s journey exemplifies the power of purpose-driven innovation.
Previously operating under the name “Peat,” the company faced challenges as the term “peat” became linked to environmental concerns like carbon emissions. Recognizing the need for a fresh identity, Afterlife’s founders, Winson Wong and Sierra Alea, worked with the branding agency Dragon Rouge to create a name that reflected their core values. Afterlife captures the essence of their mission: giving food waste a second life through innovative, sustainable practices.
The rebrand has been met with enthusiasm, especially in the restaurant industry, where Afterlife’s mushrooms are already making a culinary impact. Alongside the name change, Afterlife has expanded its operations significantly and is on track to achieve seven-figure annual revenue in 2023. By focusing on product quality and hosting chef-focused events, the company effectively communicates its sustainability mission without overshadowing its premium product.
At ROC Venture Group, we’re thrilled to support Afterlife as it transforms waste into opportunity. Their commitment to sustainability, paired with strategic branding, positions them as a leader in the growing market for eco-conscious food products.
Curious to learn more about Afterlife’s rebrand and its inspiring journey? Click here to read the full article and discover how this company is redefining sustainable farming.
