Farmers Guardian
News
Word ‘milk’ banned for use in branding of plant-based products

Word ‘milk’ banned for use in branding of plant-based products

This Is Agriculture - Sponsored

This Is Agriculture - Sponsored

DataHub

DataHub

Auction Finder

Auction Finder

LAMMA 2020

LAMMA 2020

You are viewing your 1 free article

Register now to receive 2 free articles every 7 days or subscribe for unlimited access.

Subscribe | Register

‘Stabbed in the back’ – beef farmer reacts to ABP’s meat-free burger launch

ABP said its core business would remain in beef but it recognised the ‘the growing demand’ for meat-free products.

TwitterFacebook
Share This

‘It feels like you are being stabbed in the back’ – Beef farmer reacts to ABP’s meat-free burger launch

ABP has launched its first fresh meat-free brand for distribution in the UK with a burger under the brand Equals available in UK stores from this week.

 

ABP said it was a range with ‘both texture and flavour to equal the meat-eating experience’, made from pea and soy proteins.

 

Shafted

 

Luke Johnson, who farms in partnership with his father near Shrewsbury, was disappointed at the news, especially at a time when input costs were high and prices kept falling.

 

He added it was especially galling many farmers were unaware of ABP’s activities in meat-free products.

 

“You feel shafted,” he said.


Read More

‘If the nation is turning vegan, they are still buying a lot more meat’‘If the nation is turning vegan, they are still buying a lot more meat’
Beef feeding times found to have an effect on calving behaviourBeef feeding times found to have an effect on calving behaviour
British public continues to love dairy products despite noise from vegan movementBritish public continues to love dairy products despite noise from vegan movement
Farmer fury as vegan group ‘Project Calf’ publishes map of UK dairy farmsFarmer fury as vegan group ‘Project Calf’ publishes map of UK dairy farms
Great British Beef Week will celebrate with a host of iconic, well-loved dishesGreat British Beef Week will celebrate with a host of iconic, well-loved dishes

“It feels like you are being stabbed in the back and then you find out that there are price cuts.”


Announcing the launch, Darren Jones, commercial director for ABP UK said it was very excited.

 

“Our core business is and will remain in beef but we recognise the growing demand for products that fit a flexitarian and meat-free lifestyle.

 

“As a business, we have long invested in the understanding market and consumer trends and we have a keen interest in exploring opportunities that provide consumers with choice.”

 

The Equals brand launch was being supported by a £250,000 instore marketing and social media campaign and will be available in Asda stores from this week.

 

ABP plans to extend listings to other retailers and food service providers over the coming months.

 

Marketing

 

But Mr Johnson believed they should not be investing that money into ‘plant-based’ food.

 

“Surely they should be investing money into supporting meat brands and the loyal farmers continuously supplying them with cattle.”

 

He was particular concerned as a younger farmer when looking to what the future holds for businesses like his.

 

“I am quite upset. It makes you wonder about the future, especially for small family farms.”

 

Mr Johnson appreciated businesses needed to be open minded and explore other opportunities.

 

“But I would still say they need to also be reminded of the support from their farmers who supply them with their main source of income.”

 

ABP first entered the meat-free category in 2011 and since then it has grown to become the UK market leader for the production of own-label vegetable-based meat-free products.

 

The company employs over 100 people at its Eatwell meat-free processing facility in Liverpool.

TwitterFacebook
Post a Comment
To see comments and join in the conversation please log in.

Most Recent

Facebook
Twitter
RSS
Facebook
Twitter
RSS