As we reported back in April of 2019, Dutch meat giant Vion‘s CEO Ronald Lotgerink said the company was considering entering the meat alternatives market. In the following October, Vion announced that it was launching an alt-meat line called ME-AT, and that its slaughterhouse and meat processing plant in Leeuwarden would become a vegan meat factory
ME-AT: “In Five Years’ Time, Plant-Based Products Will Be Cheaper and Even Better Tasting Than Real Meat”
Vion Food Group is an international producer of meat, meat products, and plant-based alternatives with production locations in the Netherlands, Germany, and Belgium. Vion says that we need to move our diets towards more plant-based protein sources, and in response, the company launched ME-AT (pronounce as meat), a white label that designs and develops 100% plant-based meat alternatives that it says offer the appearance, feel, and taste of animal meat. Important to note, from a vegan publication, is that Vion’s slaughterhouse and meat processing plant in Leeuwarden became a vegan meat factory upon the launch of ME-AT. We spoke with Thea Smit, Director New Product Development at Vion Food Group, and Willem Cranenbroek, General Manager of ME-AT. You launched your plant-based white-label ME-AT three …