Meat Giant Maple Leaf Pledges To ‘Accelerate’ Vegan Sector With New ‘Greenleaf’ Subsidiary


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Field Roast was acquired by Maple Leaf Foods last year for $120 million (Photo: Field Roast Grain Meat Co.) - Media Credit:

Meat giant Maple Leaf Foods has launched a subsidiary – Greenleaf – in a bid to ‘accelerate’ the vegan food sector.

Plant-based brand Field Roast Grain Meat Co. came under fire at the end of last year when it was acquired by Maple Leaf for $120 million. Since then, it has seen sales skyrocket by 81 percent.

Field Roast is described as a ‘category-leading brand’ for Greenleaf, along with Lightlife Foods, as the subsidiary plans to ‘build a robust portfolio of brands and products to offer consumers more plant-based food choices’.

Vegan protein

“Greenleaf will operate as a wholly-owned, independent subsidiary of Maple Leaf Foods, and as such, will be guided by a deep commitment to social purpose, sustainability and the progress of the plant-based foods sector,” said a company statement.

“With U.S. plant-based food sales up over 40 percent over the last year (IRI), Greenleaf believes that plant-based foods are vital for the health of people and our planet and is deeply committed to growing the category.

“Currently, Greenleaf’s portfolio includes two of the leading plant-based protein brands in the United States.”


“We have established leading brands that are known for delicious, high-quality products and we are excited to build on and invest in that expertise to drive innovation and accelerate our growth,” Dan Curtin, President of Greenleaf, said in the statement.

“Leadership in the fast-growing plant-based protein market is fundamental to pursuing Maple Leaf Foods’ broader vision to be the most sustainable protein company on earth.”

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