Meatless Farm enters U.S. market with Whole Foods agreement
According to CNN Business, UK plant-based burger company Meatless Farm has signed an exclusive distribution deal with Whole Foods to sell its products at U.S. stores for six months starting this summer.
According to CNN Business, UK plant-based burger company Meatless Farm has signed an exclusive distribution deal with Whole Foods to sell its products at U.S. stores for six months starting this summer. The startup already sells its fake ground meat, burgers, and sausages in grocery stores across Britain. Meatless Farm is also in Canada, the United Arab Emirates, Hong Kong, and Sweden.
CEO Robert Woodall said the United States is a “pioneering market when it comes to plant-based foods,” citing the success of Impossible Foods and Beyond Meat. Those brands have seen their fortunes rise in recent months as restaurants and investors scramble to get in on the meatless trend. Meatless Farm sees itself as filling a slightly different niche since it’s focused on grocery stores, instead of restaurants, according to Woodall.
In cutting a deal with Whole Foods, Meatless Farm gets access to a huge pool of shoppers. And since Whole Foods is owned by Amazon, there’s potential for real scale.