Plant-based meat market gains another competitor: Marfrig

As the public is becoming more aware and “losing their fear” of plant-based foods – those that aim to provide a meat consumption experience, but with products developed from vegetable protein – companies are beginning to target a slice of this market, the so-called “flexitarians,” consumers who follow vegetarian diets but occasionally consume animal protein.

With an eye on the potential of this segment, which is already on the radar of companies like JBS and startups such as Fazenda Futuro, Marfrig has signed a joint venture with the North American conglomerate Archer Daniels Midland (ADM) to launch PlantPlus. It is a foodtech company to enter the plant-based food market that starts its operation in Brazil this month.

The goal is to market hamburgers, kibbeh, meatballs, and ground beef, all produced from Brazilian soybeans. The novelty was communicated by the company last 18th, in an online press conference that included a presentation by PlantPlus CEO, John Pinto.

The products arrive in the Brazilian market with prices starting at R$ 21 and will be marketed in two specific channels: foodservice and the main supermarket chains in Brazil. A series of partnerships are also planned with companies to offer the PlantPlus options as an alternative, and the first will be with the fast-food chain Subway.