Before the Butcher has plant-based meats on the rise

Dan Ochwat
Executive Editor
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Plant-based meat supplier Before the Butcher is growing as the category grows.

The San Diego-based company is introducing a range of alternative ground meat products and plant-based patties, as it also gears up to expand its production capacity to exceed 20 million pounds of product annually.

Danny O’Malley, president and founder of the company, told Store Brands that they’re underway building a 30,000 sq. ft. facility that will be dedicated to plant-based products exclusively. It will be located in San Diego and be completed in May.

“Private label and industrial opportunities have pushed us to expand rapidly,” he said, as the new facility will double the company’s capacity.

New to the company’s product lineup though is five SKUs of ground meat substitutes that are available for private label. Flavors include chorizo, taco and Italian. The substitutes are pre-seasoned ground meat alternatives that come in 14-ounce bricks and thaw in just 5-7 minutes.

The line is 100% plant-based, gluten-free, cholesterol-free, non-GMO and made from a proprietary combination of soy, coconut and canola oils. Each serving carries 9 grams of protein. The Uncut ground products join products under the same name including alternative burger meat, chicken burger, roasted turkey burger and breakfast sausage patties.

The company also just launched its new Mainstream Plant-Based Patties for private brand production. The products join the Uncut brand of patties and will be sold in freezer sections in resealable packs of eight quarter-pound patties.

O’Malley said the advantage to the store brands options is leveraging the retailer’s built-in following. “If you have a loyal store brand customer, they will try pretty much any product that fits their needs,” he said.

Before the Butcher will continue to expand the private label production of its alternative meats in the United States and internationally, he said, to go along with its branded items. “W will continue to diversify our product offerings and provide the best tasting plant-based proteins at an affordable price.”