Field Roast Approaching 5,000,000 Pounds Sold of Vegan Holiday Roasts

Its growing range of plant-based products are aimed at flexitarians and vegetarians, as well as the burgeoning vegan sector
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Vegan Field Roast celebration roast

The company is close to hitting a major milestone (Photo: Field Roast Grain Meat Co.)

Field Roast Grain Meat Co. is on course to hit 5,000,000lbs sold of its vegan holiday roasts.

The company, which makes a range of plant-based meat and cheese alternatives, sells a range of seasonal centerpieces including Celebration Roast 1lb, Hazelnut Cranberry Roast En Croute and Celebration Roast 2lb with Traditional Bread Stuffing and Mushroom Gravy.

Field Roast reports significant growth in pounds sold year-over-year, since the 2003 debut of its signature Celebration Roast.

Vegan alternatives

"As we approach this timely company benchmark, it is inspiring to reflect on the expedited growth of the plant-based category, and how the Field Roast brand has developed in conjunction," Dan Curtin, President of Field Roast, said in a statement sent to Plant Based News.

"Given that the holiday season can be a difficult time for those seeking meat alternatives, we're proud to be the leader and innovator in providing the plant-based options around the holiday dinner table."

Vegan milestone

Field Roast is not the only plant-based producer to hit a major milestone; last month it was revealed that vegan meat pioneer Tofurky would sell its 5 millionth Thanksgiving roast this year, as more people opt for plant-based alternatives.

"That's 5,000,000 times somebody took a personal risk to show up to a Thanksgiving meal with something that was weird," Erin Ransom, Tofurky's Head of Marketing, said.

"It's 5,000,000 times that somebody put the roast on the table and said 'try it with me - and if you like it that's cool. Maybe there's more for you in this way of eating'."