Plant-based startup The Meatless Farm Company has received a seven-figure investment from major broadcaster Channel 4.
The vegan brand, which recently made its US debut in Wholefoods, has sold part of its equity to Channel 4.
In return, the broadcaster’s main channel and streaming service will air Meatless Farm’s new TV advert throughout fall.
‘A pivotal moment’
According to the Grocer, Founder Morten Toft Bech said: “Our mission is to make it easy for people to reduce their red meat consumption by switching to plant-based meat alternatives.
“Channel 4 has always been at the forefront of social change and this investment is a pivotal moment in The Meatless Farm Co’s journey.
“Channel 4’s audience, and environmental and ethical values, align strongly with ours and we are very much looking forward to the future.”
‘A huge growth area’
Vinay Solanki, Head of Commercial Growth Fund at Channel 4, added: “The plant-based market is a huge growth area as people, particularly young people, are increasingly seeking plant-based alternatives to meat.
“The Meatless Farm Co’s innovation and sustainability credentials are inspiring, and we hope that through advertising across our channel portfolio and reaching our valuable core 16-34 audience, we’ll help support their impact and growth journey.”