We were deeply disappointed when we learned that Meatless Farm, a beloved vegan brand, was on the verge of disappearing from supermarket shelves. However, as dedicated advocates of the meat-free movement, we couldn’t simply stand idly by. That’s why we took action.
Last week, we made the decision to acquire the Meatless Farm brand. Our motivation extends beyond saving a remarkable brand like Meatless Farm. We were drawn to their ethos, which aligns perfectly with our core values and mission to remove animals from the food chain. In addition to being incredibly delicious, Meatless Farm’s products complement our existing Chick*n range, enabling us to offer even more delectable vegan alternatives while sparing more animals from the cruelty of the animal agriculture industry. This acquisition is a significant milestone for us, as it plays a crucial role in our growth strategy and our mission to render animal-based meat obsolete.
The remarkable popularity that Meatless Farm has attained is a testament to the hard work of its dedicated employees. They have done an exceptional job of developing and establishing high-quality products that have garnered strong brand loyalty, particularly among gluten-free eaters. It is important to note, however, that while we have acquired the brand, we were unable to save the entire company, resulting in the redundancy of the staff prior to our involvement. We deeply empathise with the individuals affected by this upheaval. Furthermore, we have not assumed any outstanding debts, as the management of the Meatless Farm Limited entity is being handled through the administration process. We recognise the unfortunate financial losses incurred by investors, and our hearts go out to all those who supported this new vegan venture.
By bringing together two innovative meat-free brands, both hailing from Yorkshire, can capitalise on our combined strengths. This collaboration will enable us to continue driving plant-based innovation and expanding consumer choice. We are thrilled to have the opportunity to revive the Meatless Farm brand, propelling it toward growth and getting closer to eliminating animals from the food chain. However, we remain grounded in reality as we acknowledge the challenges faced by plant-based brands in today’s landscape. The prevailing cost-of-living crisis has undeniably impacted the market, not because interest in plant-based options has waned or any perceived ‘bubble’ has burst, as some suggest. Rather, the issue lies in the heavy subsidistion of animal products, making it difficult for plant-based alternatives to achieve price parity. Nevertheless, we have recently introduced attractive supermarket deals that have made VFC even more affordable than chicken. In times of financial constraint, higher-priced items are often the first to be removed from shopping lists. Nevertheless, this does not indicate a decline in interest in vegan food. On the contrary, new plant-based products are continually being launched, intensifying the competition for limited shelf space, which inevitably leads to casualties along the way.
Our own journey serves as proof of the growing appeal of plant-based choices. We launched during the pandemic and secured a major listing in Tesco in 2021. Since then, we have experienced steady growth and garnered a tenfold increase in brand coverage over the past year. Our products can now be found in Sainsbury’s, Asda, Morrisons, Ocado, Waitrose, and numerous supermarkets in Spain and the Netherlands, with plans to expand to Belgium in the near future. In the United States, our product was awarded “Best New Vegan Chicken”. We have also formed partnerships with the Marston’s Community Pub chain across the UK, and we are actively pursuing additional collaborations within the hospitality sector.
Reducing meat consumption is vital for a healthier, more sustainable, and more ethical future. We remain confident that there is still strong consumer demand for food that aligns with these principles. As the impacts of climate change become increasingly evident, we are dedicated to growing both brands.
To all our steadfast supporters, we extend our heartfelt gratitude for standing by us so far. Continue this journey with us, as together we can spare not only chickens but also pigs and cows from unnecessary suffering.
The acquisition of Meatless Farm marks a significant step towards a plant-based future. By aligning our shared values, we are poised to make a lasting impact on the food industry. While challenges persist, we remain committed to our mission and confident in the unwavering demand for ethical and sustainable food choices. Join our rebellion, sparing animals and building a better world, one delicious vegan alternative at a time.
