Demand for the Beyond Burger in the USA remains high and has far exceeded all expectations. The PHW Group now announces the launch of the Beyond Meat Burger in Germany. In addition, wholesaler METRO will also launch Beyond Burger at the end of November in over 100 of their wholesale stores in Germany. The Beyond Burger was listed via the METRO Trading Office in Rotterdam in cooperation with NX-FOOD.
The PHW Group, with about 6,800 employees and a total turnover of EUR 2.48 billion, produces and markets poultry products, such as chicken, turkey and duck, under the brand name of WIESENHOF. Its other business sectors include animal feed and animal health, human nutrition and human healthcare, in a group consisting of over 35 independent firms. In April 2018, the PHW Group announced that it would take over the exclusive distribution of the Californian company on the German market. The PHW Group will now primarily serve the catering trade with the Beyond Meat Burger and will only start introducing it into the food retail trade at a later date.
Fabio Ziemßen, Director Food Innovation at METRO’s innovation hub NX-Food, knows the importance of innovative food products for the entire industry: “We absolutely need alternatives for animal proteins from mass animal husbandry in order to reduce the high resource costs. In this context, Beyond Meat’s product is in keeping with the spirit of the times and helps us to optimise the existing food system”. Together with NX-Food, METRO Deutschland is driving this development forward and plans to distribute more and more sustainable products such as The Beyond Burger as part of its product range in the future.