UK plant-based meat company, Meatless Farm, has announced its arrival in Australia, following the brand’s explosive growth in the United States, the United Kingdom, and throughout Europe since their founding only four years ago.
The Meatless Farm is excited to be entering Australia at a time when Australians are leading the global trend towards plant-based eating.
Australia is the world’s third fastest growing market for plant-based foods, as growing awareness of environmental sustainability, animal welfare, and a focus on healthy lifestyles drive Australian consumers towards increasingly plant-based and ‘flexitarian’ diets.
Roy Morgan has estimated that the number of Australians who eat ‘all or mostly vegetarian’ rose from 1.7 million in 2012 to nearly 2.5 million in 2019. And then there is the growing number of Australians who simply want to reduce their meat consumption by having one or two meat free nights each week.
For these reasons Australians are projected to increase their spending on plant-based meats from AUD $150 million a year currently, to as much as AUD $4.6 billion by 2030.
Meatless Farm spent over two years blending, researching, experimenting and trialing different recipes and ingredients to create their range, which includes sausages, mince and burgers. Now it has become a serious player in the global plant-based market, alongside US groups Impossible Foods and Beyond Burger. The global plant-based market is expected to be worth $US 27.9bn by 2025[3].
The UK brand will begin its voyage into the Australian food service market in Sydney via Bidfood Botany, and will be available to other areas of Australia through Decade Foods.
Morten Toft Bech, founder of Meatless Farm, said, “We’re committed to creating plant-based meats that deliver on taste, texture and nutrition. We’re thrilled to be entering Australia in partnership with Decade Foods. More and more Australians are looking to reduce the amount of meat they’re eating, for both health and environmental reasons, and this shows no sign of slowing down.”
Sydney burger restaurant Suburgia, which is operating a takeaway and home delivery service during COVID-19, is one of the first burger restaurants to bring Meatless Farm Co to Sydney-siders. The Meatless Farm patty will feature in Suburgia’s May Burger of the Month, and Suburgia is also making Meatless Farm sausages available on their gourmet hot dogs.
“The look, cook, taste, and quality of their plant-based meats make Meatless Farm a good fit for us. Adding their burger patties and sausages to our menu lets us expand the fun, fresh, and quality menu that we provide to our customers.” said Mike Jefferies from Suburgia.
A spokesperson for Decade Foods said, “We’re excited to be offering one of the world’s leading plant-based meat brands to our customers. It’s a challenging time for the food services sector but the move towards plant-based eating is a long-run trend, and our customers continue to plan for the future.”
“Decade’s sole focus is bringing plant-based foods to Australia that consumers will embrace on taste grounds alone. We started with a global search for the tastiest plant-based meat range that was yet to arrive in Australia, and Meatless Farm was the clear winner. They’ll make a strong addition to Australia’s plant-based meat market.”