The meat alternative industry is blossoming in an increasingly crowded and competitive field, but smaller brands still have the opportunity to shine.
As immense consumer demand leads to supply chain issues for some of the biggest names in the market, other companies have the chance to get their name out through great vegan and plant-based public relations.
Now is the time to promote your plant-based food products to a hungry market, as the popularity of meat alternatives is straining the ability of the dominant manufacturers to supply enough to meet demand. Nation’s Restaurant News reports that product shortages are giving potential competitors an opening to go toe-to-toe with the giants of the industry, Beyond Meat and Impossible Foods:
Beyond Meat, founded in 2009 in Los Angeles, announced its initial public offering in May, valued at $25 per share, and it quickly shot past $171. Impossible Foods, founded in 2011 and based in Redwood City, Calif., got its “bleeding” Impossible Burger onto the menu at multiple major quick-service chains this year, including Burger King and Red Robin Gourmet Burgers Inc.
But despite the stronghold that those two meatless protein startups have on the fledgling meat-alternatives industry, reported product shortages allow room for competitors to gain a foothold.
A Crowded Field
Competition in the plant-based food market continues to grow. In June, The Meatless Farm, a British competitor to Beyond Meat, announced that it had secured a deal to sell its burgers at Whole Foods stores in the US:
“The market is really hotting up and it is a game changer to be working with Whole Foods Market,” said Rob Woodall, CEO of The Meatless Farm. “The US meat alternative market is currently the largest in the world and is strategically very important for the category.”
…Major companies such as Tyson Foods and Nestle have announced similar plant-based meat products, while competitor Impossible Foods has had success working with Burger King to launch the Impossible Whopper across the US.
Standing Out with PR
Not every public relations agency understands the growing demand for meat alternatives, but Orange Orchard’s team of PR veterans specializes in promoting vegan and plant-based food businesses. Need help? Contact Orange Orchard online or at (865) 977-1973.