Whole Foods Market customers can purchase Meatless Farm’s meat-free quarter-pound burger patties, priced at $5.99 for a pack of two, and meat-free ground, priced at $7.99 per 14-oz. pack. Meatless Farm products will be available in the fresh food aisle. All of Meatless Farm’s products are 100 percent plant-based and made using quality, non-GMO ingredients. Each patty contains 24.7g of protein (compared to 24.2 for a beef burger of the same size) and 5.1g fiber (compared to less than 0.5g in a beef burger).
The Meatless Farm Co. already has distribution with retailers across the U.K., 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 $5 billion by 2020. The U.K.-based company has established its U.S. headquarters in New York City, with plans to open production and distribution facilities in the U.S. in support of its North American expansion in 2020.
“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 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.“
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.