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UK vegan brand, The Meatless Farm Co., is to make its debut in the US this summer after securing a deal with Whole Foods.
The company, whose products are being sold at Sainsbury’s meat-free butchers, will sell its plant-based mince-meat and burgers in the US as a six-month trial.
‘A game changer’
“The market is really hotting up and it is a game changer to be working with Whole Foods Market,” said Rob Woodall, CEO of The Meatless Farm.
“The US meat alternative market is currently the largest in the world and is strategically very important for the category.”
‘This is not a food fad’
Meatless Farm is also planning to set up an office in New York and already sells its products in the UK, Canada, United Arab Emirates, Hong Kong, and Sweden.
According to CNN Business, Woodall added: “This is not a food fad… This is not going to last for a couple of months. This is a genuine shift in consumer behavior that’s starting with young consumers.”
The company states on its website: “We’re always working on our international plans and taking Meatless Farm around the world,” adding that it has ‘more exciting regions to be announced shortly’.
