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Before the Butcher Founder and President Danny O’Malley stood in his kitchen one morning last week, stirring a skillet of tomato sauce on the stovetop.

In homes across the United States, several members of the media and marketers for Before the Butcher watched him in a Zoom video conference.

“I’m going to make some meatballs,” O’Malley said, grabbing small handfuls of his company’s Uncut plant-based grounds and rolling them into small balls. “And what’s amazing about this product is how well it holds up without any binder added to it. Literally, this is the product straight. You just saw I added a little seasoning. I’m going to throw that in the pan, and we’ve got some meatballs.”


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