Before the Butcher has launched a new line aimed at achieving a unified objective within the plant-based meat sector: achieving price parity with ground beef. The newly introduced Mainstream Plant-Based Patties offer a more affordable choice for plant-based burgers. These burgers are intended for the freezer aisle, sold in 2-pound packages containing eight quarter-pound patties, with a suggested retail price of $10.99 per package — approximately $1.37 per patty or around $5.50 per pound. These prices are comparable to the average prices of lean ground beef, as reported by the U.S. Bureau of Labor Statistics. Danny O’Malley, Founder and President of Before the Butcher, stated that the objective of the Mainstream line is to create a plant-based burger that is accessible to all consumers. Other plant-based burger options can cost up to $8 for just two patties at the grocery store.
O’Malley noted, “In the realm of plant-based meats, particularly plant-based burgers, these products tend to be premium and quite costly for the average consumer to purchase regularly. Our aim was to develop an affordable product that the average person can buy routinely, making it easier for them to choose between a ground beef burger and a plant-based option without worrying about the price.”
The Mainstream line will be available to both retail and foodservice clients, with O’Malley anticipating that consumers will start seeing these products on shelves and menus by the end of the year. Before the Butcher’s primary product line, Uncut, is positioned as a more premium offering, currently available in over 600 grocery stores nationwide, many of which cater to a more upscale market. O’Malley expressed hope that Mainstream will also reach some of these stores, while its lower cost may enable it to be found in discount retailers frequented by bargain-seeking consumers.
Over the past seven months, Mainstream has been a significant project for Before the Butcher. As the coronavirus pandemic led to restaurant closures and economic challenges, O’Malley emphasized the growing importance of a budget-friendly burger for the company. He stressed that their mission is to make meatless options mainstream, which inspired the name of the new product. “People are looking for ways to save money, and we want to assist them in achieving their personal goals,” he remarked.
To reduce costs for the Mainstream line, Before the Butcher implemented changes across four levels, according to O’Malley. They improved efficiency in manufacturing, logistics, and business operations. The packaging is more straightforward, and as a “value pack,” it reduces overall costs. The ingredients in Mainstream are designed to be less premium and better suited for frozen storage rather than refrigeration. O’Malley explained that the company sought lower-cost alternatives for the ingredients used in their Uncut burgers, considering various grades of components such as soy, spices, and fats. Additionally, while Uncut products contain several natural preservatives for refrigeration, many of these costly ingredients can be omitted in Mainstream, which is designed for the freezer.
“We have certainly made some adjustments,” O’Malley noted. “If you were to taste the Mainstream burger alongside the Uncut burger, you would notice a difference in flavor, but their functionality is very similar.” The only instance when plant-based meat reached this level of price parity was with Beyond Meat’s Cookout Classic 10-packs, which were available for a limited time this summer, priced at $15.99 or $1.60 per patty.
O’Malley clarified that Mainstream targets a completely different consumer demographic compared to Before the Butcher’s Uncut products. Given the rapid growth of the plant-based segment, he does not fear losing Uncut customers to Mainstream. Uncut, along with most other plant-based meat products, is intended for the refrigerated section, ideally placed next to conventional ground beef. In contrast, Mainstream is designed for the freezer aisle, where most grocery stores have freezer cases with ready-made hamburger patties and other quick meal options. These items usually cost less than patties that require preparation by the consumer and can transition quickly from the freezer to the grill.
“What we aim to do is enhance our reach to customers across all segments,” O’Malley explained. “Typically, those who shop in that area are looking for a more affordable burger and may avoid fresh burgers due to their higher prices.” The branding, packaging, and consumer targeting of Mainstream are entirely distinct from Uncut, reducing the likelihood of consumer confusion or replacement of the premium product with the budget option.
Before the Butcher is also prepared to ramp up production of both Mainstream and Uncut products to meet growing demand. O’Malley mentioned that the company currently has a manufacturing capacity of 10 million pounds per year, thanks to its acquisition last year by private investors Gregg and Jeff Hamann, who own Jensen Meat Company, a ground beef producer. With the financial flexibility afforded by the larger company, O’Malley revealed that Before the Butcher is working on expanding its facility behind its San Diego headquarters to double its output, aiming for 20 million pounds per year by the end of 2020.
O’Malley envisions that Mainstream could eventually expand into other product lines, including plant-based pork and chicken, which Uncut sells at a premium to foodservice. He believes other plant-based companies will be closely observing Mainstream’s progress. “I would raise an eyebrow and say, ‘Wow, look at what they accomplished,'” O’Malley commented. “I think many other plant-based meat companies are also exploring ways to lower costs and reduce prices. This is a common goal for all of us, and I suspect everyone is working toward it, though we have been particularly aggressive in our efforts.”
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