Field Roast Pledges To Stay Vegan Despite Acquisition By Meat Processing Giant

Field Roast Pledges To Stay Vegan Despite Acquisition By Meat Processing Giant


1 Minutes Read

Field makes a number of cheese and meat alternatives (Photo: Field Roast) - Media Credit:
Your ad here?


The CEO of a vegan company has reassured staff and consumers that it will retain its values despite being acquired by a meat processing company.

Maple Leaf Foods recently bought vegan brand Field Roast Grain Meat Co for $120 million dollars.

Following the acquisition, Field Roast President/Founder David Lee, said: “I met today with many of our vegan employees to hear and discuss concerns about becoming part of a larger animal meat company.

“This document has been reviewed by Maple Leaf Foods as our Vegan Policy going forward, once the merger is complete.”


The nine-point document outlines a number of rules, including a point about Field Roast products, never containing any animal products.

Lee also says all Field Roast office must be vegan, no non-vegan food can be cooked in the Field Roast break rooms, and all company products in the UK will be certified with The Vegan Society’s trademark.

In addition, all social media content must be vegan – with no non-vegan foods appearing alongside Field Roast products.


Lee’s proposal was met with a mixed response from consumers.

One said: “Profit over ethics – good thing I’ve never bought many of your products because now I’ll buy none.”

Another added: “Don’t you think that by a larger company acquiring them, they have the ability to distribute on a larger scale and help more people have access to plant-based products?

“Field Roast is still vegan. Its parent’s company isn’t.

“But it’s also exposing those people to the good of the plant-based products. Glass half full you know.”


Demand Leads Supermarket Tesco To Double Vegan And Veggie Christmas Food

The UK’s First Vegan Cinema Advert Has Launched – Response Is ‘Overwhelming’

Vegan Documentary ‘What The Health’ Nominated For Major Award

Your ad here?


Support Plant Based News in our mission to plant 1 million trees by 2030. 🌳

Your donation supports our mission to bring you vital, up-to-the-minute plant-based news and research and contributes to our goal of planting 1 million trees by 2030. Every contribution combats deforestation and promotes a sustainable future. Together, we can make a difference – for our planet, health, and future generations.

© 2021 Plant Based News is a UK-based digital media outlet publishing content about veganism and plant-based living, including news and current events, health, personal transformation stories, features, and recipes. | Plant Based News Ltd, PO Box 71173, London, SE20 9DQ, United Kingdom.