Field Roast Pledges To Stay Vegan Despite Acquisition By Meat Processing Giant

News of the purchase received mixed responses
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Field makes a number of cheese and meat alternatives (Photo: Field Roast)

Field makes a number of cheese and meat alternatives (Photo: Field Roast)

The CEO of a vegan company has reassured staff and consumers that it will retain its values despite being acquired by a meat processing company.

Maple Leaf Foods recently bought vegan brand Field Roast Grain Meat Co for $120 million dollars.

Following the acquisition, Field Roast President/Founder David Lee, said: "I met today with many of our vegan employees to hear and discuss concerns about becoming part of a larger animal meat company.

"This document has been reviewed by Maple Leaf Foods as our Vegan Policy going forward, once the merger is complete."

Policy

The nine-point document outlines a number of rules, including a point about Field Roast products, never containing any animal products.

Lee also says all Field Roast office must be vegan, no non-vegan food can be cooked in the Field Roast break rooms, and all company products in the UK will be certified with The Vegan Society's trademark.

In addition, all social media content must be vegan - with no non-vegan foods appearing alongside Field Roast products.

Some were disappointed by news of the acquisition (Photo: Field Roast)

Some were disappointed by news of the acquisition (Photo: Field Roast)

Response

Lee's proposal was met with a mixed response from consumers.

One said: "Profit over ethics - good thing I’ve never bought many of your products because now I’ll buy none."

Another added: "Don't you think that by a larger company acquiring them, they have the ability to distribute on a larger scale and help more people have access to plant-based products?

"Field Roast is still vegan. Its parent's company isn't.

"But it's also exposing those people to the good of the plant-based products. Glass half full you know."

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