Meatless Farm Co in ‘game-changer’ US deal

By Aidan Fortune contact

- Last updated on GMT

Meatless Farm Co in ‘game-changer’ US deal

Related tags: Plant-based foods

UK plant-based food producer The Meatless Farm Co has won listings in US retail giant Whole Foods Market.

Its fresh plant-based ground mince and burger patties will be stocked in the chilled section of 480 Whole Foods Market stores across the US. The business previously won major listings in UK retailers Sainsbury’s, Morrisons and the Co-op.

To help facilitate the new Whole Foods Market listing, the business will be setting up an office in New York, with a general manager appointed to spearhead the US expansion.

Rob Woodall, CEO of The Meatless Farm, said: “The market is really hotting up and it is a game-changer to be working with Whole Foods Market. Our international sales manager, Kasper ​[Vesth], has been instrumental in driving international expansion and his focus on the US will now be invaluable. The US meat alternatives market is currently the largest in the world and is strategically very important for the category. In the UK, we’ve seen our products start to become an essential part of consumers’ everyday shop and we are looking to replicate that success with American shoppers.

“Our ambition is to replace the main centre-of-plate item and we know the only way we will achieve this is by delivering on taste and texture. We are looking forward to an exciting, new, stateside chapter in the Meatless Farm Co story.”

Parker Brody, global grocery category merchant for Whole Foods Market, added: “It’s an exciting time to introduce The Meatless Farm Co to our US shoppers, as plant-based is without a doubt one of the most innovative categories in retail, and plant-based products are gaining more and more traction with consumers. We know shoppers come to Whole Foods Market looking for new, delicious products that meet their food preferences and those of their loved ones, so we can't wait for them to find The Meatless Farm Co on our shelves across the US this summer.”

Related news

Show more

Related products

show more

The unique natural anti-oxidant for meat applications

The unique natural anti-oxidant for meat applications

Kancor Ingredients Limited | 28-Feb-2019 | Technical / White Paper

Fresh meat is preferred in bright red colour but is highly prone to oxidation and is colour sensitive to extracts. Kancor’s OxiKan R, a highly refined...

Microbiological safety of raw-fermented sausages

Microbiological safety of raw-fermented sausages

Jungbunzlauer | 18-Feb-2019 | Technical / White Paper

Raw-fermented sausages are prone to the contamination with pathogens such as Salmonella and Listeria. Jungbunzlauer gives a new impetus to the exploration...

Heat and light stable, award-winning natural colours

Heat and light stable, award-winning natural colours

Kancor Ingredients Limited | 05-Oct-2018 | Technical / White Paper

Consuming food involves more than just taste. It is a full sensorial experience. The visual appearance is one of the most powerful ways to capture a consumer’s...

Natural Green Hues in Beverages - Stable, Vibrant, Safe

Natural Green Hues in Beverages - Stable, Vibrant, Safe

Kancor Ingredients Limited | 07-Sep-2018 | Technical / White Paper

Demand for natural colours is on the rise in comparison with synthetic colours, derived from petrochemicals/other sources. Green colour in food industry...

Related suppliers

comments

Post your comment

We will not publish your email address on the website

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.