Meatless Farm Co. eyes more of US market, enters restaurant scene

By Mary Ellen Shoup contact

- Last updated on GMT

Meatless Farm Co. eyes more of US market, enters restaurant scene

Related tags: Meat alternatives, plant-based meat

After entering 450 US Whole Foods locations across 43 US states earlier this year, UK-based The Meatless Farm Co, has launched its meat-free products at New York City restaurant, Pomodoro Rosso.

According to The Meatless Farm Co.​'s research of 2,000 US consumers from November 2018, 41% of diners are likely to consider choosing a plant-based or meat free alternative when eating out in 2019, and over a third would like the option to “go meatless”​ on every menu item.

The restaurant scene was the natural next step for Meatless Farm following our fast-growth in grocery stores across the globe. We’re driving a new way of thinking within a traditional cuisine through our products and we look forward to expanding to other cuisines and regions,"​ said Kasper Vesth, general manager, North America at The Meatless Farm Co.

The Upper West Side Italian restaurant is the first to feature Meatless Farm Co's plant-based products as part of its 'Meatless Monday' menu: meatless lasagna, gnocchi bolognese, penne bolognese, and meatless meatballs. The move is part of a larger campaign of partnering with various restaurant across the US to help them feature a 'Meatless Monday' menu.

The company's meatless products are made from a combination of soy protein concentrate, pea protein, and soy protein isolate along with rapeseed oil, shea oil, coconut oil, and chicory root fiber as its main ingredients.

North American market expansion

The company has been building its North American executive leadership team over the past few months including the appointment of Lone Thomsen as global chief marketing officer, in charge of driving market awareness, and Mark Cook as VP of sales, North America, who will be focused on will building North American distribution in key retail, food service and other sales channels.

"Thomsen and Cook will be instrumental to the plant-based company’s international expansion, with an emphasis on its continued foray into the North American market,​" said The Meatless Farm Co. 

The company also established its US headquarters in New York City last month, and plans to open production and distribution facilities stateside in support of its North American expansion in 2020.

It’s a pivotal time for Meatless Farm in North America. Not only is there a growing consumer appetite for and awareness of plant-based meat alternatives; our launch with Whole Foods Markets in the U.S. has created demand from the retail and restaurant trade as well,”​ said Vesth, 

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