Meatless Farm Co in ‘game-changer’ US deal

By Aidan Fortune

- 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.”

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