Pamela Anderson is a “powerful change-agent” with a huge following on social media. Her new collaboration with Canada’s Very Good Food Company, operating as The Very Good Butchers, is set to promote plant-based diets, offering customers a discount with a contribution to the Pamela Anderson Foundation.
VGF customers can use a discount code (PAMELA) for 10% off online orders. From those sales, VGF will give 25% of the proceeds back to The Pamela Anderson Foundation. Also, in retail stores, as there will be specially marked packages of products, which trigger 10% back to the foundation.
The award-winning Pamela Anderson Foundation is dedicated to supporting organizations and individuals that stand on the front lines for the protection of human, animal, and environmental rights, for example, the Sea Shepherd Conservation Society and IFAW – International Fund for Animal Welfare, among many others.
VGF based in Canada and describes itself as a company that is “Butchering beans, not animals.” It markets as a plant-based butcher offering a wide range of ‘meats’ like burgers, sausages, ribz, steaks, and pepperoni. Items can be purchased online in North America or from stores on the West Coast of Canada. The company floated on the Canadian stock market earlier this year and saw its shares increase by an incredible 790% in the first week of trading.
Pamela has been an activist for many years. Her campaigns include tackling the commercial use of fur and to add to that she created a brand that creates vegan accessories like fashion bags. She stated of the partnership: “It is a thrill to have my Foundation associated with a butcher: a 21st-century butcher who uses technology to create plant foods that help animals, human health, and our planet.”
CEO of VGF, Mitchell Scott said: “We’re really excited to be able to do our part to support The Pamela Anderson Foundation in its efforts to spread awareness for animal rights and to encourage plant-based diets. With such a massive platform, including over one million followers on Instagram, Pamela is a powerful change-agent, and we’re honoured to have the Very Good Butchers brand be featured as part of her campaign.”