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Home / Business / Meatless Farm, a British artificial meat company, comes to Whole Foods

Meatless Farm, a British artificial meat company, comes to Whole Foods



Leeds-based Meatless Farm has signed an exclusive distribution agreement with Whole Foods to sell its products in US stores for six months starting this summer.

The startup is already selling its counterfeit minced meat, burgers and sausages in grocery stores across the UK. Meatless Farm is also in Canada, the United Arab Emirates, Hong Kong and Sweden.

The United States is a natural next step, CEO Robert Woodall told CNN Business. It is planned to set up an office in New York.

Woodall, a veteran of The Kellogg Company ( K ) said the United States was a "pioneer market" when it comes to plant-based foods, "citing the success of Impossible Foods and Beyond Meat "(1
9459004) (19659005) (19459005) Months in which restaurants – and investors – engage in the meatless trend.

Burger King has announced that it will launch its Impossible Whopper in the United States, while Beyond Meats's public offering was a Wall Street hit.

In addition, revenue of $ 40.2 million was reported in the first quarter, an increase of 215% over the same period last year. This helped to more than double the share price following an IPO in May.

Companies like Beyond, Impossible and Meatless Farm are making a game for customers who want to eat healthier and reduce their impact on the planet. The latest wave of products is intended to appeal to meat eaters.

  British brand Meatless Farm arrives at Whole Foods as they celebrate their US debut.

Meatless Farm, according to Woodall, fills a slightly different niche, with grocery stores in the center instead of restaurants. [19659002] The typical meatless customer is a parent who uses his meat-free products for a spaghetti Bolognese dinner, he said, pointing out the company's "family-friendly" packaging. It also addresses younger consumers who care about the environment.

Meatless Farm signs a deal with Whole Foods and gains access to a huge pool of renowned shoppers. And since Whole Foods is the property of Amazon [194559005] ( AMZN ) there is potential for real magnitude.

Woodall said the space is currently wide open. He sees the success of the IPO of Beyond Meat as an encouraging sign for his rivals.

"This is not a fad," he said. "This will not last for a few months, this is a real change in consumer behavior that is used by young consumers."

Danielle Wiener-Bronner contributed to this report.


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