Meat processor launches meat-free range

Meat processing company Smithfields Foods has announced that it is launching a plant-based protein portfolio under the company’s Pure Farmland brand.

The new line comes in a variety of breakfast patties, meatballs, burger patties, and pre-seasoned protein starters to help consumers grow their plant-based protein options for all meal occasions, including breakfast, lunch, dinner, and appetizers.

The new Pure Farmland soy-based line features eight products. Made in the USA, all items are made with natural flavours, are gluten and dairy free, and are said to serve as a good source of protein. Given that soy is a complete protein, it provides levels of all essential amino acids that many other plant proteins do not provide, the company notes.

Smithfields says that Pure Farmland products cater to those who choose a “flexitarian” eating style, in which they are actively trying to consume less meat in their diets. In the past, the company believes, consumers have had to compromise on taste when choosing meat alternatives, but, with Pure Farmland, consumers can enjoy plant-based protein that fits easily into their favourite dishes, without sacrificing flavour.

Pure Farmland brand. We’ve been exploring the alternative protein space, and have taken our time to get it right,” said John Pauley, Chief Commercial Officer for Smithfield Foods. “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.”

Offered in sustainable packaging with trays made from more than 50% recycled material, Pure Farmland has committed to empower local farmers and farms by partnering with the American Farmland Trust. With every package sold, the brand pledges to 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.

Pure Farmland plant-based protein products will be available in the USA in mid-September.