Fenn Foods, an Australian plant-based meat brand, is set to launch its first carbon-neutral beef alternative before the end of this year. Its product, dubbed “veef”, aims to be the most delicious and sustainable plant-based meat product on the market. As consumers increasingly factor in the environment in their purchases, this could be the next standard for food techs to stand out against their competitors.
Brisbane, Queensland-based plant-based brand Fenn Foods’ new carbon-neutral veef product is slated to launch before the end of this year in Australia, then in Singapore. The brand’s upcoming product represents the first of its kind in the plant-based industry, and is made primarily from soy protein, pea protein, vegetable oil and cocoa butter.
While all plant-based meats, by virtue of eliminating animals from the production process, require far less land and water resources and generate much fewer carbon emissions to produce, Fenn Foods decided to partner with carbon reduction institute Noco2 to offset the remaining carbon emissions so that the product does not leave behind an environmental impact. Noco2 invests in renewable energies and other planet-forward projects.
Our aim is to be the most delicious and sustainable product on the market. We can keep working restlessly on deliciousness, but in terms of sustainability, this is really setting us apart from the rest.Alejandro Cancino, Co-Founder of Fenn Foods
Fenn Foods first launched in 2015 and was founded by Alejandro Cancino & Paola Moro. Since its inception, the brand has been known for its beef alternative “veef” and other plant-based products such as schnitzel and chicken burgers that are widely distributed across Australian supermarkets and restaurant chains. The startup most recently joined the Big Idea Ventures accelerator program.
Speaking to Green Queen about Fenn Foods’ upcoming carbon-neutral veef, co-founder Cancino said: “Our aim is to be the most delicious and sustainable product on the market. We can keep working restlessly on deliciousness, but in terms of sustainability, this is really setting us apart from the rest.”
While consumers continue to prize taste, cost and health above other environmental considerations when it comes to their purchasing decisions, Cancino believes that this initiative can help accelerate what seems to be a rising trend towards a focus on the sustainability of products, particularly in the wake of the coronavirus.
Hopefully, people become more aware of their footprint and then we can be there for those who are looking for a delicious and sustainable product.Alejandro Cancino, Co-Founder of Fenn Foods
“For us, this is not a way to get more sales, it is just the right thing to do,” explains Cancino. “Hopefully, people become more aware of their footprint and then we can be there for those who are looking for a delicious and sustainable product.”
Looking ahead, Fenn Foods shared with Green Queen that the startup is planning to launch more plant-based products next year.
Though not many food products on the market are able to boast zero-carbon status, with more companies taking on initiatives to showcase the emissions associated with their products, this could be the next step forward for brands to stand out.
Most recently, Upfield, the biggest plant-based consumer packaged goods company that owns multiple vegan spreads such as Flora, said it will begin carbon labelling its products and reach 100 million items by the end of next year. It followed similar moves by veteran vegan and vegetarian meat substitute brand Quorn and restaurant chain Just Salad to also add on-pack carbon labels to its products or menu items.
Lead image courtesy of Fenn Foods / designed by Green Queen Media.