VFC: Eat meat, not animals...
Chef Adam Lyons and Veganuary founder Matthew Glover, co-founders of UK-based VFC (strapline: Thanks Colonel, we'll take it from here'), are unapologetic about their mission: to save chickens, who, they observe, tend to get overlooked by plant-based brand marketers, who often shy away from animal welfare issues and focus on environmental benefits.
The wheat protein-fueled brand, which has found a co-packer in Canada and warehousing in the US, is hoping to make a splash in the US market and has just secured distribution in several university campuses for its frozen products (chick'n fillets, bitesm popcorn) and retailers including Wegmans, Bristol Farms and Central Market.