The manufacturer has secured listings in more than 450 Whole Foods Market stores across North America from the summer, opening its seventh export market since it started out two years ago.
Hiring new staff would take the total headcount to 30 in preparation for the company’s expansion into new markets – The Meatless Farm Co expected overseas sales to make up 50% of its overall revenue by the end of 2019.
Commenting on the company’s move into the US market, chief executive Rob Woodall said: “The US meat alternatives market is currently the largest in the world and is strategically very important for the category.
Replicate success in the US
“In the UK, we’ve seen our products start to become an essential part of consumers’ everyday shop and we are looking to replicate that success with American shoppers.”
The rise of flexitarianism in the US has created a wealth of opportunity for the manufacturer, with roughly 80% of The Meatless Farm Co’s products consumed by flexitarians, Woodall claimed.
“In April, a US meat alternatives manufacturer became the most successful listing on the Nasdaq this year, valuing at $3.8bn – a great sign of the market’s potential. This is why we’ve been internationally minded from the start.”
Innovative category
Whole Foods Market global grocery category merchant Parker Brody dubbed plant-based as one of the most innovative categories in retail and said it was gaining more and more traction with consumers.
Kasper Vesth, general manager for The Meatless Farm Co North America, added: “The response to our products in the UK, Europe and the UAE has been phenomenal, and with the meat alternatives category in the USA moving so quickly, it was a natural choice to expand into the nation and we’re thrilled to be doing this with Whole Foods Market.”
The Meatless Farm Co’s US deal comes just three months after it had expanded its presence in the UK by securing listings with retailer Morrisons, including its 400g mince and two-pack 227g fresh burger patties.
