Meat+Poultry - April 2019 - 44

A L T E R N AT I V E P R O T E I N S

"Consumers are looking
more at meat alternatives,
but it doesn't mean meat
replacements."
- PHIL LEMPERT

Companies offering
plant-based products
can appeal to flexitarian
consumers who are not
looking to give up meat
altogther, but rather cut
back on meat consumption
in occasional meals.

MEAT+ POULTRY | 04.19 | www.meatpoultry.com

LightLife Foods

Cargill and other big protein companies
are investing in some of the plant-based or
cell-based meat companies. Tyson recently
announced changes in its org chart, creating an
executive vice president position in charge of
alternative proteins," Stein says.
To Stein's point, Tyson Foods put down
some major seed money, so to speak, on
rounding out its sizable portfolio by investing
in alternative products such as Beyond Meat
and Memphis Meats. It was such a significant
move that Tyson put out a statement on its
website last year from then-president and CEO
Tom Hayes, acknowledging that consumers
want more protein in a global marketplace.
"How do we feed this growing number of
people the protein they want in ways that
are sustainable? We believe it will take a
combination of innovative and traditional
approaches," Hayes wrote.
Tyson's investment in Beyond Meat reflects
that brand's cache and potential. Additional
investors and supporters include high-profile
names like Bill Gates and Twitter founder
Biz Stone.
Other major companies that have made a
name in meat are also dipping into plant-based
proteins as a way to widen their umbrella. Last
fall, Maple Leaf Foods announced the launch
of Greenleaf Foods, a subsidiary focused on
plant-based foods. Greenleaf Foods' brands

include Lightlife Foods and the Field Roast
Grain Meat Co.
Meanwhile, quick-service restaurants that
staked their business on burgers and other
meat menu items are likewise making room for
plant-based alternatives while not eliminating
or downscaling some meat offerings. The
Impossible Burger, which started in high-end
restaurants in urban areas, has since expanded
into other restaurants around the country.
Fast-food chain White Castle is now offering
"Impossible Sliders" to customers who are
looking for a plant-based burger alternative.
The diversity of plant-based foods helps
meat and poultry processors who are getting
into the plant-based protein market, because
there's not just one or two things they can
add to their lineup. "There are a lot of cool
products out there - everything from snacks
to meat replacements. I just got in the office
some great plant-based jerky," Lempert
says, adding that interest in plant-based cuts
across demographics and innovation comes
from any type of meat or poultry operation.
"Smart midsize and smaller processors are
also looking at adding some proteins that are
plant-based, whether they make it themselves
or have someone make it under their label."
Lempert underscores the importance of
taste with plant-based alternatives, especially
those that come from established meat and
poultry brands. "Many of these products have
gotten so much better than they were just five
years ago that people are willing to try it once a
week," he declares.
Although it may be a different yet satisfying
eating experience, plant-based is currently the
more appealing meat and poultry alternative.
"Notably, our Power of Meat analysis suggests
that consumers are willing to adapt to plantbased more so than cell-based proteins," Stein
reports, adding, "Big companies have identified
a need to better understand the alternative
market and be prepared as consumers shift
their preferences."

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Meat+Poultry - April 2019

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