It means, she said, a growing population of China’s Generation Z – the demographic cohort born between mid-to-late 1990s to early 2010s – favour plant-based food options amid “their rising pursuit of a healthy life.”The startup will mainly invest the fresh capital in new product development and laboratory equipment purchase. Shenzhen-based Starfield operates under the so-called B2B2C model – an abbreviation of “business to business to consumer” – under which it collaborates with other businesses such as beverage & coffee chains, restaurants, convenience stores to sell plant-based protein foods to customers.It now sells products across over 14,000 stores nationwide through partnerships with over 100 brands like teahouse chains Nayuki and Heytea, convenience store chain FamilyMart, fast food restaurant chains Tim Hortons and Dicos, as well as coffee chain operator Luckin Coffee.