Maple Leaf Foods - Canada's leading retailer of packaged meat - is bringing nine new plant-based proteins to the country by way of its recently acquired meat-free brand Lightlife Foods.
While the move will allow the company to capitalize off of a growing vegan and vegetarian movement, company President Dan Curtin told Farm Journal that the target market is 'flexitarians' and 'reducetarians'.
Curtin says that, having seen massive success with Lightlife Foods in the US, he sees a 'tremendous opportunity' in the Canadian market.
In addition to Lightlife, a vegan and vegetarian brand, Maple Leaf Foods also owns Field Roast, the fully vegan cheese and meat company it acquired early this year.
According to the company, its foray into plant-based business has positioned it to become a 'leader' in the meat-free industry.
While some vegans maintain that Field Roast being acquired by meat companies sullies the ethics of plant-based brands, others have argued in favor of increased accessibility.
At the time on Field Roast's acquisition, one commenter wrote: "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?"
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.Reuse this content
Emily Court is a passionate ethical vegan from Eastern Canada. She is a Challenge 22 Mentor, Digital Writer, and experienced animal advocate driven by issues of animal liberation and social justice. She studied at Dalhousie University, where her thesis highlighted intercultural and gender relations. She is an established public speaker, writer, and world traveller with a drive to provide a voice to those who might not otherwise have one. You can follow her on Instagram @emily.j.court or on Twitter @_EmilyJCourt_.
Since you're here...
Plant Based News is a FREE service that receives millions of views each week on Youtube, Facebook, Instagram, Twitter, our weekly newsletter and this website. This takes a lot of our personal time, money and hard work. But we do it because we KNOW it makes a difference. If those following our reporting helped by contributing, we could do even more. Please consider supporting us so we can create further awareness about animal rights, environmentalism, ethical consumerism and the plant-based lifestyle. Not a false narrative - but information that empowers people to make better choices.