Tuesday, 24 August 2021

A new global leader in plant-based meats arrives in South Africa

Written by
Future Farm

South Africa - Future Farm brings its cutting-edge plant-based meats to South Africa, on their worldwide mission to change the way we eat. One of the few global players in the plant-based meat industry, Future Farms products will be available in Checkers from July.

Emerging as a global leader in plant-based meat products, Future Farm is driving a worldwide movement to eat less meat, where tech-driven, plant-based and just plain tasty alternatives reign. Their Future Burger, Future Sausage, Future Meatballs and Future Mince are deliciously designed to tempt meat-lovers into eating plant-based meals every so often, and to please vegetarians and vegans with their eco-friendly, GMO-free, gluten-free, Halaal, all-natural ingredients.

Pedro Zuim, Marketing Director for Future Farm says, “By replicating the same satisfaction we get from eating meat, using plants, we have revolutionised food in a way that is good for the people, the planet, and your plate. We aim to make Future Farm a truly global brand and improve the world through nutrition."

Launched in 2019 as Fazenda Futuro, by Marcos Leta and Alfredo Strechinsky, the young company started by convincing its native Brazil, the third biggest meat-eating nation in the world, to adopt meatless burgers as a lifestyle choice. Plant-based meat alternatives were unknown in the country at the time. Only three months after launching they attracted USD 8.5m in investment through the venture capital fund Monashee Capital Inc. to expand their operations. During their first 18 months of operation, they sold 9 million burgers (23% of all burger sales in the country’s biggest retailer) and were ready to take their winning recipe to the world.

Now Brazil’s first plant-based meat start-up has become one of the fastest-growing companies in the industry, and the most valuable food-tech start-up in Latin America. Future Farm products are available in 18 countries around the world - including the UAE, UK, Germany, and Netherlands, intending to double this number by the end of 2021. Within six months of arrival on the UAE market in 2020, Future Farm products had outperformed existing competitors taking a substantial market share in the region. The company has since consolidated its reputation as one of the few global giants in the plant-based food industry.

“We are no longer just a trend; we have become a reality from which positively there is no way back. People are increasingly looking for more sustainable food alternatives,” says Marcos Leta, founder.

Future Farm arrives in South Africa in July 2021 and will be available nationwide through Checkers.

Future Farm’s secret is using cutting edge food tech to create the best meatless meat in the market. Their products taste, feel and look like meat, yet use only natural plant ingredients – including chickpea, pea and soy protein, with beetroot as colouring. The idea is to woo meat-eaters to a more flexitarian lifestyle by creating a product that is as juicy, tasty and satisfying as their favourite burgers, and to reduce the global demand for animal meat. Far from being content with what has already proved to be a winning product, Future Farm continues to invest almost a third of gross revenue into R&D, continually testing and improving products.

Their vision and impressive performance won Future Farm the Fast Company 2020 World-Changing Ideas Award for global businesses and organisations driving change in the world.

As young Brazilians who can see first-hand the critical plight of the Amazon Rainforest, food-tech entrepreneurs Leta and Strechinsky are driven by concern for the environment, climate change and the depletion of natural resources. In developing Future Farm products, they insist only on using certified deforestation-free and GMO-free soy, peas and chickpeas, supporting farmers who are growing ethically as members of the Responsible Soy Association. This commitment to the environment, attached to a genuinely delicious product, connects with a fast-growing, like-minded following worldwide.

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For Press Inquiries:
Paddington Station PR

Paul Reynell+27 21 467 0564
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On behalf of:
Rene Maroulis

Etlin International, South Africa.

More About Future Farm
Launched in April 2019, Future Farm, known as Fazenda Futuro in Brazil, is an independent food company that uses cutting-edge technology to create the best plant-based meat on the market. Their innovative approach enables them to create food that has the same flavour, texture, and juiciness as meat - without harming animals, nor the planet. In Brazil, food is life and it drives togetherness. In that spirit, Future Farm is on a mission to revolutionize food in a way that is good for the people, the planet, and your plate. The "Future Burger," Minced Meat, Meatballs, and Sausage have as their main ingredients: peas, soy, chickpeas, and beetroot powder (to emulate the colour of meat). All products are free of gluten and GMOs. Fast Company already proclaimed Fazenda Futuro as a company 'world-changing idea 2020'.