Meatless Farm hopes to push down plant-based prices amid cost-of-living crisis

Plant-based food company Meatless Farm is hoping to keep prices down as it encourages consumers to eat a more sustainable diet.

According to reporting by City A.M, a recent study conducted by research group Mintel found that 35% of shoppers are purchasing less meat products or cutting it out entiretly to save money.

“Animal protein is unsustainable,” Meatless Farm founder, Morten Toft Bech told City A.M, adding that its products cost a similar price to medium quality meat.

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“You are going to see that cost coming down because the volumes are going up, and we start gaining some of those efficiencies of essentially just larger volume.

“We don’t want price to be the reason why you don’t eat a more sustainable protein on your plate.”

Food awareness organisation, ProVeg International’s latest survey found that most people want plant-based meat alternatives to be the same price as animal-based meat and to be similarly subsidised by the government.

The cost-of-living crisis has also seen the price of conventional meat increase, with plant-based products largely unaffected by inflation due to having typically higher margins of 35% to 50% in comparison to 8% for meat.

This comes as Meatless Farm introduced eco-labelling to its core product range in January, to help the brand communicate the eco impact of its food to customers looking to cut back on their environmental footprint.



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