As the Meat Industry Stumbles, Here’s How Plant-Based Brands Are Stepping Up Their Game
Exclusive: Faux-meat marketers are keeping it positive, but expanding their footprint aggressively
Plant-based brand Impossible is releasing a cookbook and hosting a celebrity-filled virtual event.
Impossible
Key Insights:
- Covid-19 has rattled the supply lines of meatpacking and put the industry under a microscope.
- Alternative meats are a clear winner in quarantine, with sales up 454%.
- For these brands, giving back to those in need is 'more important than ever.'
- Plant-based proteins are nearing the $1 billion mark, but meat is still a $50 billion dominator.
Covid-19 outbreaks have shuttered meatpacking plants throughout the American Midwest, spurring a perfect storm of negative chatter around the meat industry. In addition to highlighting short-term meat shortages and higher prices, news reports are exposing the industry’s harsh conditions for workers and animals.
