Prime Roots, producer of koji mycelium cold cuts, as well as plant-based pâtés and foie gras products amongst others, is giving away a million slices of its vegan koji deli meat alternative on a US tour.
The Californian brand was recently recognized on Time Magazine’s America’s Top GreenTech Companies in 2024 list and has received several further awards as pictured below.
Additionally, the B-Corp last month celebrated being featured in the hugely popular Netflix series You Are What You Eat: A Twin Experiment. In the series, Prime Roots was the “leading innovator” of the plant-based deli meat in the swap, in an experiment whereby in sets of twins one consumed an omnivore diet and the other plant-based, in order to compare the physical effects.
Cybertruck tour
Prime Roots announced a new US tour yesterday in celebration of Earth Day with a new, all-electric “Cybertruck” that has been converted into a traveling deli on wheels. The brand is embarking on a nationwide tasting tour to distribute sandwiches containing one million slices of its freshly sliced vegan deli meat.
As part of a nationwide naming contest, online followers on Instagram, X, and Facebook had the opportunity to name the Cybertruck, with the winner receiving a $1,000 cash prize. The official competition ended on 19 April and the winning name is “Montagu”. This name is a reference to John Montagu, 4th Earl of Sandwich, who became famous for inventing the sandwich.
“In honor of Earth Day, we at Prime Roots are launching our initiative to distribute one million slices on the most sustainable food tour ever, in an electric-powered deli mobile,” said co-founder and CEO Kimberlie Le.
Prime Roots will kick off the tour from 26 to 28 April in Oregon. Other cities where the freshly sliced koji deli meat will be available can be found on the company’s website. Consumers can follow the Cybertruck’s journey this season by following the brand on Instagram @primeroots.
More information: primeroots.com
