Pork giant Smithfield has launched a range of plant-based meat.

The company, which is the world’s biggest pork producer, follows in the footsteps of Beyond Meat and Impossible Foods by launching a “bleeding” plant meat product.

Smithfield will launch the brand Pure Farmland, which will release eight initial products including plant-based burgers, meatballs, breakfast patties, and ground beef-style “protein starters”. 

Some of the items will also feature plant-based cheese including a burger with dairy-free cheddar and meatballs with dairy-free parmesan.

Pure Farmland has launched the range following data from the NPD group, which suggests that more than 216 million meatless burgers have already been consumed by meat-eaters so far in 2019. 

Plant-based boom

Major fast-food chains including Burger King, Carl’s Jr. and White Castle have launched meatless burgers made by both Beyond Meat and Impossible Foods. 

KFC introduced a plant-based chicken option in several locations and Domino’s and Pizza Hut both feature dairy-free cheese.

John Pauley, Chief Commercial Officer for Smithfield Foods, said: “We’re thrilled to announce the launch of this new product portfolio under our Pure Farmland brand. We’ve been exploring the alternative protein space, and have taken our time to get it right,” 

 “With this launch, we are bringing together our expertise in creating market-leading food products, our organizational commitment to sustainability, and our deep understanding of ‘flexitarian’ consumers, to deliver a broad variety of flavorful plant-based protein choices that consumers want and can afford at a great value.”

The company announced that with every package sold, the brand will donate the cost of protecting one square foot of farmland.

 “These donations will help the American Farmland Trust continue to further its mission of not only protecting the nation’s farm and ranch land, but also promoting sound farming practices and supporting farmers,” it said in a statement.

Would you buy the new meat free range from Smithfield? Share your thoughts in the comments below!

Oli Gross

Oli’s career and personal ethical values both help shape his reporting of the diverse world of veganism. His background is in local newspaper and magazine journalism, and his work has included reporting court cases, celebrity interviews, business analysis, food and drink features and government legislation.

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