Food Entrepreneur - March 2, 2021 - 10

The Better Meat Co. offers plant-based
protein blends developed to enhance beef,
chicken, pork, turkey, fish and crab products.

Pantry, Humphry Slocombe, Fancypants
Baking Co. and Tia Lupita Foods.
" We're working with smaller brands
as well as large legacy brands, " Ms. Cotto
said. " We're doing a pilot with Barilla and
some other Fortune 500 food companies. "
Renewal Mill also produces individually packaged cookies and baking mixes
made with okara flour that are sold in
about 160 retail outlets, including select
Whole Foods Market stores, as well as

for us. We are not subtracting from taste or
texture. We're actually enhancing it. "
The company offers a portfolio of allergen-free, clean label ingredients developed
to enhance beef, chicken, pork, turkey, fish
and crab products, which also contribute
to overall lower input costs, Mr. Shapiro
said. Its first major partnership led to the
launch of Perdue Farms' Chicken Plus line
of tenders, patties and nuggets, which now
are sold in 7,100 grocery stores.
The pandemic created challenges for The Better Meat Co. as new
product development stalled
at most major manufacturers last year and
construction on a
new production facility in Sacramento encountered
delays. However,
the company was
successful in closing an $8.1 milstores, according
Perdue Farms Chicken Plus nuggets, tenders
lion seed round
to a recent survey
and patties contain breast meat blended
that included
by the Food Netwith vegetables and a plant protein formula
participation
work, is actually
developed by The Better Meat Co.
from Johnsonville
part-chicken, partHoldings, parent
plant.
company of Johnsonville Sausage.
The product, offered by poultry proMr. Shapiro said he expects the meat
cessor Perdue Farms, contains breast meat
blended with vegetables and a plant protein market someday will resemble the automobile industry with its conventional, electric
formula developed by The Better Meat Co.,
and hybrid options. Similarly, consumers
a startup helping meat processors create

'Many people have for a long time associated protein with a hunk of flesh from a once-living animal's
body. In the future, people will think of protein as a
far more diverse portfolio of sources.'
- Paul Shapiro,
The Better Meat Co.

online platforms such as Thrive Market,
Fresh Direct and Good Eggs.
In January, the company debuted baking mixes made from oat milk flour and
unveiled rebranded packaging featuring
designs inspired by global weather pattern
maps. A new tagline reads, " Fight climate
change from your kitchen. "

The mashup meat master
The best chicken nugget in grocery
36

Food Business News

032_FBN_March2_21.indd 36

healthier, more sustainable products.
" If you contemplate that the best
tasting frozen chicken nugget in America
is only 50% chicken, just imagine what we
could do if every chicken manufacturer in
the country were utilizing these products, "
said Paul Shapiro, co-founder and CEO of
The Better Meat Co. " We're using a combination of plant protein, fiber, fat and flavors
that when combined in proprietary ways
help to seamlessly blend directly into meat
and improve on taste. That's the real key

may demand a choice of animal protein,
plant protein and protein blends. Data
from The Hartman Group, Bellevue, Wash.,
showed 56% of plant-based purchasers are
interested in buying blended burgers and
21% of non-purchasers are interested in or
already buy blended burgers.
" Many people have for a long time associated protein with a hunk of flesh from a
once-living animal's body, " Mr. Shapiro said.
" In the future, people will think of protein as
a far more diverse portfolio of sources. " ▪
March 2, 2021

2/26/2021 11:38:26 AM



Food Entrepreneur - March 2, 2021

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