# 2026-01-30 Session Log

## Phat Foods Work

### Competitive Landscape Updated
- Ogilvy updated Ch 2 on Notion with **21+ competitors** (was only 4)
- Organized into: Cool Kids / Smart Kids / Broad Field
- Notion page: https://www.notion.so/2f8330c2-8646-8149-b27c-d72d1a61512b

**Primary competitors added:**
- Zero Acre Farms (Cultured Oil)
- C16 Biosciences (Palmless Oil)
- Cubiq Foods, Tirton (algae)
- Time Travelling Milkman (Dutch, sunflower oleosomes) - Assaf shared this

**Secondary competitors added:**
- Moolec, Forte Protein, Climax Foods, Nobell Foods ($75M), Notco ($85M)
- Perfect Day, Miruku (Israeli), Turtle Tree, Nova Meat, Wild Type
- Forsea, Prime Roots, Every Protein, Change Foods, Onego, Triton

### Differentiation Insights Created
- Local file: `/projects/phat-foods/ch2-differentiation-insights.md`
- Notion page: https://www.notion.so/Differentiation-Insights-Why-PHAT-Wins-2f8330c286468146b233fc4783d5b9fc

**Core insight:** PHAT's moat = **SCFA production** (Short-Chain Fatty Acids C4-C10)
- Only company that can produce SCFAs
- Savor makes generic fats (thermochemical)
- Everyone else makes proteins or plant extracts
- Three pillars: MOLECULAR (only SCFA), NATURAL (biology not chemistry), B2B (ingredient not brand)

### Competitor Logos
- Downloaded 22 competitor logos (128px favicons) to `~/Desktop/phat-competitor-logos/`
- Found Savor has full press kit with high-res logos at Dropbox
- Assaf asked about getting higher-res logos for primary competitors

## Urgent Phat Tasks (Due Dates)
- Finalize competitive landscape: Jan 31 ✅ (done today)
- Document differentiation insights: Jan 31 ✅ (done today)
- Prepare naming direction workshop: Feb 7

## Data Source
- Phat Foods kick off Google Sheet has Competition tab with full competitor list
- Sheet accessed via Google Sheets in browser