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Future Farm, the Brazilian plant-based food tech, is now gearing up to enter the U.S. market this summer. It plans to bring its flagship Future Burger to American diners, as well as its vegan beef, meatball and sausage products. Hiring industry veteran Alexandre Ruberti to lead its American operations, the firm wants to “seize untapped growth opportunities amongst U.S. consumers”.
Future Farm, also known as Fazenda Futuro, will soon deliver its plant-based meat to American diners. It will partner with distributor Superior Foods International to enter the market at a “cost competitive price” to “seize untapped growth opportunities” in the U.S.
The first product to roll out is its flagship product—Future Burger. After that, Future Farm will expand the range with Future Beef, Future Meatball and Future Sausage. All of their products are vegan, made from non-GMO plant ingredients such as pea protein, soy protein, chickpeas and beets.
‘Democratising plant-based meat options’
Cost-competitiveness will be a key part of Future Farm’s strategy. Retailed affordably at US$5.29, the company says it hopes to “democratise plant-based meat options for consumers”.
What the brand has accomplished already indicates to us that this partnership will be filled with high demand.John Sayers, Sales & Marketing Director, Superior Foods International
Future Farm says that this approach has been core to its success in its other international markets. Since its launch, it has established a footprint in 23 countries globally. In the U.A.E., the brand is available at retail giant Carrefour, where it holds 31% of the plant-based meat market share. That’s more than Beyond Meat, the company says.
“With a strong pulse on consumer trends and the expected growth within the branded meat-alternative category, we know the U.S. market is primed for Future Farm’s platform,” commented John Sayers. Sayers is the director of sales and marketing at Superior Foods, Future Farm’s U.S. distribution partner.
“What the brand has accomplished already, in such a short amount of time, indicates to us that this partnership will be filled with high demand,” he continued. “We can’t wait to hit the ground running and not look back.”
Ex-Red Bull executive to take the reins
To lead its U.S. operations, Future Farm has hired Alexandre Ruberti. Ruberti is a 25-year industry veteran who formerly headed Red Bull North America.
“Breaking into the world’s most-powerful economy as a new brand in a burgeoning category couldn’t be done without the experience, dedication and expertise of a leader,” shared Future Farm co-founder Marcos Leta.
“His demonstrated knowledge, influence and innovative contributions to the F&B industry has been instrumental” for the U.S. launch, Leta added. “Moving us forward into the next phase of growth and proving that it’s possible to change the way the world eats meat, one country at a time.”
We have all the key elements in place and a unique opportunity in front of us to make a substantial impact.Alexandre Ruberti, CEO, Future Farm U.S.
Plant-based poultry and fish on the horizon
Future Farm is kicking off its U.S. entry with a range of plant-based beef and pork products. But it plans to ramp up R&D and expand its offerings with poultry and fish analogues in the months ahead.
The company’s latest innovation is Futuro Burger 2030. The new vegan patty has an improved nutritional profile with lower sodium and fat content—a clear bid to tap into the rising clean label trend.
“We have all the key elements in place and a unique opportunity in front of us to make a substantial impact as one of the major category players,” said Ruberti. “Not only to deliver on what consumers are demanding…but to drastically reduce animal protein consumption in the process.”
All images courtesy of Future Farm.