As the plant-based meat industry began to gain momentum in 2017 and 2018, numerous major consumer packaged goods (CPG) companies entered the market. They made acquisitions and launched new products, predominantly featuring pea, soy, and wheat proteins. However, as consumer enthusiasm for plant-based meat has declined over time, manufacturers are exploring alternatives to conventional meat products. Analysts suggest that one reason for the waning interest in plant-based options is that these products often lack the taste, aroma, and overall eating experience that real meat offers.
Fermentation presents a promising avenue, allowing the creation of protein-rich meat alternatives from fungi, which can naturally mimic the texture and appearance of meat. These products can be seasoned to taste like traditional meat without needing to mask any undesirable flavors. Although such products are just starting to emerge as a significant market force, most companies producing fermented meat analogs are CPG brands. Better Meat, however, distinguishes itself by collaborating with manufacturers seeking innovative ingredients for meat, dairy, and egg substitutes.
Better Meat’s Rhiza protein is derived from the roots—or mycelium—of Neurospora crassa, a well-researched and rapidly growing fungus. Currently, Better Meat is the sole company utilizing Neurospora crassa mycelium for food applications, ensuring that any manufacturer incorporating Rhiza protein will offer something truly unique.
Maple Leaf Foods has established itself in the alternative protein sector. In 2017, the Canadian meat producer entered the plant-based market through two acquisitions: tempeh and veggie burger producer Lightlife, along with plant-based meat brand Field Roast, both of which became part of its Greenleaf Foods division. Lightlife quickly developed products to establish the brand in the plant-based meat sector, launching burgers, ground meat, deli meats, sausages, and hot dogs. However, Maple Leaf faced a sales downturn starting in late 2021, similar to challenges faced by other plant-based meat companies. Following a review of its plant-based operations, the company decided to reduce its size by 25% to align better with growth opportunities.
The partnership with Better Meat marks Maple Leaf’s first significant move in alternative protein since downsizing its Greenleaf operations. Shapiro expressed confidence in Maple Leaf’s commitment to the alternative protein market, as this partnership underscores their dedication. The agreement focuses on product development, akin to Better Meat’s previous collaboration with Hormel. Shapiro noted a higher demand for Rhiza protein than the company can currently fulfill, indicating that no large product launches will occur until Better Meat can expand its manufacturing capacity.
Plans for this expansion are underway. Given that it can take over a year for CPG companies to develop new products—along with the challenges of production and marketing—Shapiro emphasized the importance of starting their collaboration now. “We want to get a head start so that when we have more fermentation capacity, their product development piece will already be complete,” Shapiro stated.
Additionally, as companies explore new formulations, it’s essential to consider consumer health aspects, such as the potential for headaches associated with certain additives, like calcium citrate. By integrating these considerations into their product development, manufacturers can create innovative and appealing alternatives that better meet consumer needs.