An open letter penned by Darcey Macken, CEO of plant-based firm Planterra Meals, was revealed this week within the New York Instances. Macken’s letter was written in response to a full-page letter revealed by Dan Curtin, CEO of Lightlife Meals, which appeared in quite a lot of publications—together with the New York Instances, Wall Road Journal, USA At present—early final week wherein he asserted that Lightlife is making a “clean break” from “meals tech” corporations. Curtin’s letter particularly named Past Meat and Unimaginable Meals and criticized the businesses for allegedly utilizing “hyper-processed” substances, GMOs, pointless components and fillers, and “pretend blood.” Lightlife’s marketing campaign led to backlash on social media, with commenters stating that the Lightlife’s substances are much like these utilized by different plant-based manufacturers and that its “clear break” marketing campaign was detrimental to their shared mission of lowering the slaughter of animals for meals.
Whereas Planterra and Lightlife have some issues in frequent—for one, each are owned by meat corporations JBS and Maple Leaf Meals, respectively—their CEOs are seemingly taking totally different approaches to addressing the rising competitors within the plant-based meat trade. “There’s been latest chatter and tried ‘take downs’ round some corporations that helped
pave the way in which for the plant-based meals trade and types,” Macken wrote in her open letter. “To be clear, plant-based meats have been round for many years and we’d be remiss if we didn’t take a second to say thanks to Past Meat and Unimaginable Meals, who shined a lightweight on this house and helped elevate it to the place it’s at the moment. I consider it’s essential to acknowledge how a lot this trade has developed, however we’ve solely simply begun.”
Each Past Meat and Unimaginable Meals posted public responses to Lightlife’s marketing campaign, characterizing it as misleading and deceptive. “The marketing campaign leans on spurious arguments usually utilized by the meat trade,” a joint assertion penned by Unimaginable Meals Director of Communications Keely Sulprizio and Chief Communications Officer Rachel Konrad acknowledged. “Assault Unimaginable’s merchandise not primarily based on their indeniable high quality, diet, wholesomeness or deliciousness, however primarily based on the variety of substances—a logic-defying idea with zero relevance to well being or product high quality, supposed to distract customers from the apparent inferiority of Lightlife and Maple Leaf’s merchandise.”
In June, Planeterra Meals launched its first vegan meat line OZO in two codecs: burger and two flavors of grounds at Albertsons and Safeway in 12 states and is working to broaden its distribution in coming months.
vegan media and get the perfect
in information, recipes, journey, magnificence, merchandise,
Subscribe now to the world’s #1