Today, the Plant-Based Brand’s Partnership with Whole Foods Market Commences Its Official Foray into the U.S. After Sell-Out Success With Retailers in the UK, Canada, Europe, and the UAE
The Meatless Farm CO, the plant-based food company known for its meat-free burgers and sausage products, launches its meatless burgers in over 450 Whole Foods Market locations across the U.S. The Meatless Farm products will be available in the fresh food aisle, alongside other leading plant-based brands.
The UK-based company has also established its U.S. headquarters in New York City, with plans to open production and distribution facilities here in support of its North American expansion in 2020.
Having launched its products to market in 2018, The Meatless Farm Co already has distribution with retailers across the UK, Europe, Canada, and the UAE. The company has already seen exponential growth and is quickly gaining market share in the global plant-based protein market, which is expected to reach close to $5 billion in 2020.
“The response to our products in the UK, Europe, the UAE and Canada has been phenomenal, so it’s only natural that we’re moving into the USA where the alternative meat category is moving so quickly,” said Robert Woodall, CEO of The Meatless Farm Co. “Whole Foods Market is an ideal partner for us as they also cater to a discerning audience of consumers who pay attention to what’s in their food—from meat-eaters looking to reduce their meat intake and parents looking for healthy meal options for their families to flexitarians, vegetarians, and vegans. As plant-based alternatives become increasingly mainstream, we’re on a mission to educate the world-wide market on the benefits to them and the environment.“
Almost indistinguishable from meat in terms of taste and texture, all of Meatless Farm’s products are 100% plant-based and made by using high quality, non-GMO ingredients. Each patty contains 24.7 grams of protein and 5.1 grams fiber (compared to less than 0.5 grams in a beef burger). They also have fewer calories and less saturated fat than beef.
"It's an exciting time to introduce The Meatless Farm Co to our U.S. shoppers, as plant-based is without a doubt one of the most innovative categories in retail, and gaining more and more traction with consumers,” said Parker Brody, Global Grocery Category Merchant for Whole Foods Market. “We know Meatless Farm’s products will resonate with our U.S. shoppers, many of whom come to Whole Foods Market looking for new, delicious products that meet not only their food preferences, but also those of their friends and family. We’re proud to have them joining our shelves."
The Meatless Farm Co. was founded in 2016 when founder Morten Toft-Bech was in the kitchen cooking with his wife –a vegetarian—and their two children, and he realized that they had never been able to enjoy the same meal together because of their different dietary preferences. Not long after, Morten made it his mission to change this for his family and others through what is now Meatless Farm.