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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."
It’s safe to say that these are not ordinary times and therefore logical to assume that typical strategies for new product launches may or, more likely, may not apply anymore.
For brands that had planned for new product launches either prior to or in the midst of the COVID-19 global pandemic, these have been particularly uncertain times. There are no playbooks for launching in a world where personal contact is taboo, stores are focusing more on certain product categories over others and tried-and-true strategies are off the table—including exhibiting at trade shows, sending out samples or doing in-store demos.
However, many brands with new products to launch have decided that the show must go on. This has led to an explosion of innovation and new approaches with regard to leveraging virtual platforms to their advantage. Here are a few of the creative ways that brands are working to get their products noticed by buyers and retailers.
Cooking under quarantine: Veggie Beef-Free Stir Fry
• 1 pkg UNCUT™ Burger (2 burgers)
• 1 tbsp. Veggie oil
• 1 small onion – chopped
• ½ cup carrots – sliced
• 1 cup broccoli – separated
• 1 cup snap peas
• 6 mini sweet bell peppers – chopped
• 2 garlic cloves – diced finely
• ½ tbsp. reduced sodium soy sauce
• 1 tbsp. toasted sesame seeds
• Salt and Pepper to taste
Food Technology Magazine - Plant Based Meat - March 2020
BY MARY ELLEN KUHN
The mainstreaming of plant-based eating is well underway, and product developers are serving up a broad array of meat products formulated with alternative protein sources.
Alternative protein products are poised to take a bite out of the conventional meat market as mainstream consumers get comfortable with new and improved options that deliver on texture and taste.
Before The Butcher: Going Beyond the Plant-Based Burger description
Before the Butcher offers the market's broadest choice of meat alternatives for the growing number of consumers who are reducing their consumption of meat products. The company's UNCUT brand of plant meat is sold through both retail and food service channels.
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Ally Johnson and Jesse Blackburn from Channel Q Radio hosted Danny O'Malley for Before The Butcher for a live segment.
KQPS is a commercial FM radio station that is licensed to Palm Desert, California, United States and serves the Palm Springs-Coachella Valley radio market. The station broadcasts a national hybrid Talk and EDM format targeted to the LGBTQ community. Hosts include Jai Rodriguez, John Duran and Shira Lazar.
Food companies have most of what they need for plant-based proteins to take off: customer interest, investor cash, and a growing presence at retailers and restaurants.
San Diego-based Before the Butcher sells plant-based meats ranging from ground beef to turkey burgers in stores operated by The Kroger Co. and Albertsons Cos. Inc. The products are primarily soy-based, but the company is planning to add protein from another plant, such as quinoa or mung bean, in a revised version of its beef burger, CEO Danny O'Malley said in an interview.
The plant-based industry has spread like wildfire, skyrocketing with big names and budgets leading the charge. In this space, Before the Butcher has grown just as quickly from a small operation to a national resource from which retail and foodservice can get variety.
More than 300 U.S. supermarkets are about to start stocking plant-based meat from Before the Butcher, under the company's label Uncut.
The California-based brand says its meat-free burgers and sausages, marketed under the Uncut label, are headed to Albertsons, Vons, and Pavilions supermarkets.
ABC 7 - Circle of Health Report - Video
We are seeing a boom and desire of consumer products.
Benefits of trading your burger for plant-based "meats"
Steve Harvey - Delicious Vegan Recipe’s From Chef Makini Howell
Featured on the Steve Harvey Show – Before The Butcher On Steve Harvey Show – btbfoods.com Eat UNCUT™
Danny was featured in a live segment on 6/5/19
The Watch List 6-05-19, Before the Butcher Featured Live. on TD Ameritrade Network.
Meatless movement is not a fad: Before the Butcher Presiplant
Before the Butcher Presiplant & Founder Danny O’Malley on the company’s new Uncut brand of meatless products.
FOX Business Network (FBN) is a financial news channel delivering real-time information across all platforms that impact both Main Street and Wall Street.
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How I Learned to Embrace the Meatless Meat Revolution
Labor Day is for meat. That’s just the rules. As the summer draws to a close, there’s a good chance you’ll encounter a cookout or two over the long weekend. Maybe you’ll have your own.
ANOTHER MEAT COMPANY JUST BOUGHT A VEGAN BUSINESS
The owners of Jensen Meat Company, Jeff and Greg Hamann, have acquired plant-based startup Before the Butcher.
Founded in 2017, U.S.-based Before the Butcher specializes in vegan meat for the foodservice sector. It has also created a range of plant-based meats for retail distribution, called UNCUT.
Summer grilling with plant-based Before the Butcher meats
Before the Burger, a plant-based meats company, is introducing its UNCUT line of plant-based meats into California retail extending far beyond burger patties. Options include chicken, breakfast sausage, turkey, beef and more!
Vegetarians & Vegans Weigh In On The Best Meatless Burger Options ( Slideshow )
5 more companies tackle plant-based meat alternatives
Before the Butcher Presiplant: 'We are one of the next big players out there'
A Tasting Tour of Plant Based World
The product made by Huntington Beach, Calif.-based Before the Butcher is a prime example of this.
Future Food: Impossible? Beyond? Our Guide to Meatless Meat in Fast Food
Quick service restaurants (QSRs) can read the tea leaves: consumers want more tasty, meatless options. The month after it put the Impossible Whopper on St. Louis store menus, Burger King reported an 18 percent increase in foot traffic. Del Taco’s introduction of the Beyond Meat tacos was one of the chain’s most successful product launches ever.
MEAT COMPANY ACQUIRES VEGAN BRAND BEFORE THE BUTCHER
The only event bringing the plant-based movement to a mainstream audience.
We are activating a more rapid shift to plant-based living by bringing professionals and the community together. You’ll have the opportunity to learn more about the plant-based movement – as well as plant-based products and services in this fast-growing sector.
Jensen Meat snags stake in plant-based meat business
rivate investors and owners of San Diego-based Jensen Meat Co., brothers Gregg and Jeff Hamann, have acquired controlling interest in Before the Butcher, a plant-based meat company.
Plant-Based Meat Maker 'Before the Butcher' Acquired by Owners of Ground Beef Company
The company says the acquisition will allow the two-year-old startup to be able to compete in an increasingly competitive market.
As people eat more plant-based meats, with the global market expected to grow to more than $21 billion by 2025, competition is heating up.
Before the Butcher Acquired by Meat Producer Investors
Before the Butcher yesterday announces that private investors, whose portfolio includes shares in well-known ground meat producer, have acquired a controlling interest in the California company. Founder and Presiplant & Founder Danny O’ Malley says of the deal, “It effectively turns us from a startup to a major player in the space.”
Plant-Based Meat Startup Before the Butcher Acquired by Big Beef
VEGAN MEAT BRAND ‘BEFORE THE BUTCHER’ TO MAKE ITS DEBUT IN THE US RETAIL
Plant-Based Meat Maker 'Before the Butcher' Acquired by Owners of Ground Beef Company
Plant-based start-up Before the Butcher gears up for retail launch in the meat case with Uncut brand
California based start-up Before the Butcher – which launched its plant-based burgers, grounds and chunks in the foodservice sector last year – is looking to make a big splash in retail in 2019 as it gears up to launch in three of the nation’s biggest grocery retailers later this summer.
Bristol Farms first to have unpackaged UNCUT™ plant-based meats behind glass
Bristol Farms to Add Before the Butcher Plant-Based Meat
Before the Butcher’s UNCUT™ Plant-Based Meat In Butcher Shop
Vegan Butcher Counter Opens Inside California Grocery Store
Before the Butcher’s© plant-based meats land in the butcher case at Bristol Farms
UNCUT™ plant-based meats now in the butcher case
Plant-based-meat alternatives have become almost mainstream on U.S. restaurant menus, and are increasingly available in grocers’ refrigerated and frozen cases in packaged form.
Vegan Butcher Counter Coming to Californian Grocer
UNCUT™ plant-based meats just made the podium.
Supermarket chain Bristol Farms is now selling products from plant-based meat purveyor Before the Butcher… well, in the butcher case.
Meanwhile, Giant Food has unveiled an updated shelving paradigm in its newest store—one that carves out a space for plant-based meat in the conventional meat section Before the Butcher… well, in the butcher case.
Before the Butcher’s UNCUT™ Burger Leads Plant-Based Burger Wars
SUNSET BEACH, Calif.–(BUSINESS WIRE)–Before the Butcher, the start-up whose innovative plant-based proteins have elevated expectations of meat-like texture, announced today that they would officially unveil their latest product, the UNCUT™ Burger, at the National Restaurant Association Show.