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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.
Danny O’Malley is the president and founder of Before the Butcher, home of Uncut plant protein. He has been in the food industry for 30 years, working for Sysco Food Service and then Beyond Meat, before starting his own plant-based protein company two and a half years ago.
Before the Butcher is tripling retail distribution of its UNCUT plant-based burger and sausage products with rollouts in more than 320 Albertsons, Vons and Pavilions locations this month to be followed by Mariano’s, Pic ‘n Save, Metro Markets and Copps stores shortly after the new year. The expansion follows the October retail debut of the UNCUT lineup in Ralphs Grocery, Lucky’s Market and Whole Foods Market in Long Beach.
Before the Butcher announces it is tripling retail distribution of its UNCUT plant-based burger and sausage products with rollouts in more than 320 Albertsons, Vons and Pavilions locations this month to be followed by Mariano’s, Pic ‘n Save, Metro Markets and Copps stores in early 2020.
After debuting with its plant-based UNCUT beef burgers and breakfast sausage patty, Before the Butcher, Irvine, Calif., was back this summer with two new poultry items: an UNCUT Savory Chicken Burger and an UNCUT Roasted Turkey Burger.
“The variety of plant-based products we offer separates the UNCUT line from all other meat alternative options,” says Danny O’Malley, founder and self-proclaimed “Presi-plant” of Before the Butcher. “Our new chicken and turkey burger products provide delicious variations to the market, which has seen limited product choices despite explosive consumer demand and growth.”
As with all UNCUT products, O’Malley says the turkey and chicken burgers are 100% plant-based, gluten-free, non-GMO, and made from a proprietary combination of soy, coconut and canola oils, with natural seasonings. Each serving contains 7g to 18g of plant protein, has significantly less sodium than other meatless burgers at just 150g to 200g, and delivers the flavor, texture and experience of traditional animal-based burger products.
Created in 2018, Before the Butcher made its retail debut earlier this year in the fresh meat case at Bristol Farms in Yorba Linda, Calif. Additional retail expansion throughout the California market is scheduled for fall 2019, quickly followed by plans for national expansion. The company also is well established in the foodservice channel, with products distributed in more than 1,500 restaurants and more than 200 schools.
The new UNCUT line of plant-based burgers will be available in late 2019 at select retailers. For more information, visit www.btbfoods.com.
Meatless alternatives have witnessed an uptick in demand of late as more health- and environment-conscious US citizens grow increasingly skeptical of the amount of meat they put on their plate. Needless to say, several companies have begun to address this issue, introducing a range of plant-based meat products.
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