According to Lightlife’s open letter, the plant-based company Planterra is not only defending meat, but also impossible foods
A open letter Posted by Darcey Macken, CEO of the plant-based firm Planterra Meals, was posted this week within the New York Instances. Macken’s letter was written in response to a full-page letter printed by Dan Curtin, CEO of Lightlife Meals, which appeared in quite a lot of publications together with the New York Instances, Wall Avenue Journal, and USA in the present day– Early final week he mentioned that Lightlife takes a “clean break” from “Meals Tech” firm. Curtin’s letter, Past Meat and Not possible Meals, criticized the businesses for allegedly utilizing “hyperprocessed” components, GMOs, pointless components and fillers, and “pretend blood”. Lightlife’s marketing campaign led to setbacks on social media Commentators Recalling that Lightlife’s components are much like different natural manufacturers and that the Clear Break marketing campaign detracted from their shared mission to cut back the slaughter of animals for meals.
Whereas Planterra and Lightlife have some issues in frequent – for one factor, they each belong to meat corporations JBS and Maple Leaf Meals – their CEOs appear to be taking totally different approaches to addressing the rising competitors within the plant-based meat trade. “There was some speak just lately about some corporations attempting to pave the way in which for the plant-based meals trade and types,” Macken wrote in her open letter. “To be clear, plant-based meat has been round for many years, and we would not make certain if we did not take a second to thank Past Meat and Not possible Meals for lighting and contributing to this area to enhance it to the place it’s in the present day. I feel it is vital to see how a lot this trade has developed, however we’re solely simply getting began. “
Each Past Meat and Not possible Meals have posted public reactions to Lightlife’s marketing campaign, calling it deceptive and deceptive. “The marketing campaign is predicated on false arguments usually utilized by the meat trade,” mentioned a joint assertion from Keely Sulprizio, director of communications at Not possible Meals, and Rachel Konrad, chief communications officer. “Assault Not possible’s merchandise aren’t primarily based on their simple high quality, vitamin, well being or delicacy, however on the variety of components – an idea that goes in opposition to logic and has no relevance to well being or product high quality and shoppers from the plain inferiority of Lightlife and Distract meant merchandise from Maple Leaf. ”
In June, Planeterra Meals launched its first vegan meat line, OZO, in two codecs: Burgers and two forms of Boden in Albertsons and Safeway in 12 states. Within the coming months we’ll work on increasing gross sales.