By Preethi Ravi
What happened when a plant-based brand showed up at Meatstock? The Drum spoke All G Foods, the Aussie food tech brand with a mission to revolutionise the alternative protein market.
Much like the US and Argentina, Australia has a strong meat-eating culture, so how can a plant-based food brand convince meat lovers to try its products?
All G Foods, an Australian-based alternative protein brand, is using cutting-edge technology to create plant-based meat and cellular milk to relieve the pressure that animal agriculture places on the environment.
Led by its plant-based meat brand Love Buds, which includes burgers, mince, sausages, arancini balls, and chicken-free nuggets, the brand aims to position its products as an additional protein option for menu variation that also happens to be cruelty-free and good for the environment.
Since launching in 2021, the brand has quickly amassed a strong following through a strategy of sampling – the brand launched a Love Buds burger food truck during the pandemic to drive trial among consumers – as well as solid partnerships, such as Buds fixture on the menu of Bondi Beach’s plant-based diner Flave, among a wealth of others.
However, its presence at Meatstock, a festival dedicated to barbeques and meat – which is also one of the largest food festivals in Australia and New Zealand – was surprising. Perhaps even more surprising was how well the brand was received there.
“Love Buds was the only plant-based brand to attend Meatstock 2022 in Australia with over 50,000 meat-loving Aussies,” All G Foods founder & chief executive officer Jan Pacas tells The Drum. “We are pleased to announce that the meat lovers enjoyed our brand – and plant-based meat – so much that we have been invited back this year,’ he adds.
The move is typical of the brand’s marketing strategy, which aims to position plant-based meats as an additional protein alongside, rather than instead of, meat.
“We are here to compliment a balanced diet, so we do not focus on converting consumers to vegan or vegetarian diets,” adds Pacas.
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