Federer Serves Up a Slice of $330M for NotCo as Plant-Based Food Gets the Billionaire Bounce

Scott Mathias
Jul 12
2 min read

Move over Centre Court, Roger Federer is now volleying investments into the future of food.

NotCo and Federer — Source: Public Domain and NotCo - Roger Federer.

The Swiss tennis icon has further cemented his role as a plant-based patron, backing Chilean FoodTech NotCo alongside a billionaire bench of fellow athletes including Lewis Hamilton and Tiger Woods. Together, they’ve helped push NotCo’s total fundraising now to a sizzling $330 million with this fresh investment.

But let’s be clear. Federer didn’t write a personal cheque for $330M. He was part of a previous capital round in 2021 that brought in $235 million, with NotCo’s latest valuation milestone reflecting cumulative investments across multiple raises. What matters here isn’t the size of his wallet, it’s where he’s pointing it.

And right now, that direction is plant-based.

NotCo, best known for using its proprietary AI “Giuseppe” to reverse-engineer animal products from plants, is shaping up as a genuine heavyweight in the alt-protein world. Its AI-designed milks, burgers, and mayos have cracked supermarket shelves from Santiago to San Francisco, with more global rollouts expected as the startup scales production.

This isn’t just celebrity hype, this is strategic capital. Federer has already proven his brand equity in the lifestyle space with On Running and his own line of artisanal pasta. NotCo adds a new ingredient to the mix: food-as-fuel for both performance and planetary sustainability.

In a world where cultivated meat is still stuck in the lab and precision fermentation has regulators on edge, NotCo’s flavour-forward pragmatism is winning converts. And now, with Federer quietly backing it, the message is clear, the smart money isn’t just chasing trends, it’s building food systems.

Game. Set. Investment.

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