German vegan butcher shop Die Vegane Fleischerei has launched a crowdfunding campaign on Startnext, with the aim of raising €89,000.
The funding will be used to purchase equipment that will enable Die Vegane Fleischerei to scale up production, such as a vacuum sausage filler, a steam convection furnace, and a vacuum cutter. By making production more efficient, the equipment will allow the company to reduce the prices of its products, making plant-based meat accessible to more people.
Die Vegane Fleischerei has a focus on sustainability and animal welfare rather than profit, and is therefore trying to finance itself independently from banks and traditional investors. Backers will receive surprise rewards.
Controversial beginning
Die Vegane Fleischerei currently has three stores — two in Munich and one in Dresden — and also offers its products online. The company attracted controversy after opening its first location in Dresden, with locals protesting that a vegan store should not be called a “butcher shop”. The store was also forced to rename some of its products, such as salami, after food inspectors ruled that the names violated EU or German labelling guidelines.
Despite this, Die Vegane Fleischerei immediately saw huge demand for its products, which include bratwurst, BBQ ribs, steaks, cheeses, and more. Fans in other cities began expressing an interest in licensing the brand and products to open their own stores, leading to the launch of the two Munich locations.
The concept of vegan butcher shops continues to grow in popularity worldwide, including in the UK, the US, Canada, Belgium, and Spain.
“With the expansion of our production, we want to offer our products even more cheaply and thus reach even more people!” says Die Vegane Fleischerei on its Startnext page. “Access to healthy and sustainable vegan products should be affordable for everyone. For this reason, the savings from a more efficient production will be passed on to all of you.”
The crowdfunding campaign launched on March 28 and will run until May 5.
