Plant-based meat co Future Farm gears up for US launch led by Red Bull veteran


The US plant-based meat market is becoming increasingly competitive, with legacy brands from Lightlife to Tofurky now jostling for space with food tech brands such as Beyond Meat and Impossible Foods; CPG giants such as Nestlé, Conagra, Kellogg and Kraft Heinz; meat giants such as Smithfield, JBS and Tyson; and a flurry of startups.

However, there is still room for new players with a strong brand and a proven track record in other markets, insists Alexandre Ruberti, a high-flying exec at Red Bull who was persuaded to ditch energy drinks for plant-based meat by Future Farm founder Marcos Leta, who recruited Ruberti in February to spearhead the brand’s US launch.

Launched in Brazil in 2019 by Leta and business partner Alfredo Strechinsky, Future Farm​ products are sold in 10,000+ retail locations in Brazil (where the firm claims to have garnered a 25% share of the total burger category in leading retailer Pão de Açúcar) and several other markets from the UK to the United Arab Emirates, where it claims to be outperforming Beyond Meat at supermarket chain Carrefour.

Having our own plant means we have more flexibility

So how will the logistics work for Future Farm’s (Fazenda Futuro’s) US debut?

The firm – which has raised $29.8m to date from investors including BGT Pactual, Go4It Capital, and Monashees – has teamed up with California-based Superior Foods​ to handle frozen distribution to retail and foodservice markets in the US, said Ruberti, who is also building a direct-to-consumer platform for the US market launching in September.



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