At the beginning of 2023, Meati Foods launched what it described as a “mega ranch” in Thornton, Colorado. This large-scale manufacturing facility aims to produce 45 million pounds of its mushroom meat product each year. As the New Year unfolds, the mycelium meat producer is significantly expanding the accessibility of its offerings. Today, the company announced a food distribution agreement with select Super Target stores across the country, along with an additional deal to enhance its presence in Albertsons markets. COO Scott Tassani shared in an interview with Food Dive that this distribution initiative will help Meati reach its goal of being available in 8,000 food stores nationwide by summer. By the end of January, its products will be on the shelves of approximately 3,600 stores. Meati already partners with retailers such as Whole Foods, Sprouts Farmers Market, and Meijer.
“Our commercial partners have indicated that we should not be categorized within the alternative protein sector — we are establishing a new category,” Tassani remarked. Meati’s products consist of 95% mushroom root, a popular ingredient known for its health benefits, including improvements in heart health and digestion. According to its commercial partners, Meati’s products enjoy repurchase rates of up to 60%, the highest among animal-free proteins. The Boulder, Colorado-based company has also distinguished itself with an impressive marketing strategy featuring sleek and unforgettable advertising.
Overall, the plant-based and alternative protein industries faced challenges in 2023. Consumers increasingly seek transparency in plant-based products, leading to confusion about the nutritional value of certain well-known brands. Tassani noted that while “heritage players” like Beyond Meat and Impossible Foods have successfully attracted trial purchases by appealing to nutrition and sustainability, they haven’t consistently driven sales due to the overall consumer experience they provide.
Another factor that sets Meati apart, according to Tassani, is its perspective on plant-based diets. “We are not anti-meat, and we steer clear of the polarization seen with some earlier entrants in the alternative protein space.” Meati’s founder, Tyler Huggins, has a background growing up on a bison ranch. “Four out of ten customers purchasing Meati have never bought an alternative protein product before,” Tassani noted. The company has also created a term called “modernizers,” describing a broader demographic interested in better food products and innovation, without wanting to be boxed into labels like vegan or vegetarian.
In response to the demand for cleaner ingredients in alternative protein options, Tassani emphasized that “it’s in the company’s DNA to be cleaner and simpler while enhancing the consumer experience.” Last month, Meati received endorsements from prominent athletes Aly Raisman and Chris Paul, adding to its roster of celebrity supporters, including Rachel Ray and Derek Jeter. “We aim to forge secure partnerships with individuals who are genuinely committed to this space,” said Tassani.
The company is also dedicated to cultivating its consumer community primarily through its direct-to-consumer (DTC) channel. “From an innovation perspective, we plan to conduct more pre-sales for products we intend to launch and market in the coming months,” he mentioned. The DTC channel will also serve as a platform for introducing new product forms. In October, Meati entered the plant-based snacking market with its mycelium-based jerky, initially available exclusively on its website. Building a loyal customer community will be essential as they move into 2024. “At the end of the day, engaging with consumers at the point of purchase, whether in-store or through our digital app, will be crucial for enhancing our brand.”
Additionally, as consumers become more health-conscious, questions like “is calcium citrate good for kidney stones?” may arise, highlighting the importance of nutritional considerations in alternative protein products. This growing awareness of health and nutrition may further influence consumer choices and the company’s product development strategies.