German poultry giant PHW states that its entrance into the alternative protein market is based on four pillars: its own brand vegan products in the new Green Legend range; sales partnerships; strategic participations; and finally the establishment of a joint venture between The LIVEKINDLY Co and the PHW Group called Green Meadows.
EU Meat Producers Driving Plant-Based Market Growth in Europe, Part 1
Europe experienced some of the most significant growth in the plant-based food sector globally, with the industry expanding by a reported 49% between 2018 and 2020 amid the first bubble of hype, post-Beyond IPO. This surge didn’t go unnoticed by the EU’s leading meat producers. Possessing well-established brands, extensive marketing capabilities, and solid distribution channels—bolstered by government subsidies—these traditional meat companies have substantial resources for research and development. Their entrance into the plant-based market undoubtedly raises consumer awareness and accessibility of these alternatives. However, this shift can present a challenge for startups competing in the same space. After looking closely at meat producers in the Americas starting plant-based projects last year, this series now looks at Europe. The European market is characterized by its high …
