California-based vegan company Beyond Meat announced a partnership this week with German food distributor PHW Group to debut its plant-based Beyond Burger in Germany. “We consciously embrace this supposedly unusual partnership because we believe in growth through diversity,” Peter Wesjohann, CEO of PHW Group, which also distributes meat products to German companies, said. PHW Group will now manage all distribution of Beyond Meat products in Germany, marking the vegan brand’s entry into the European market. “Over many months, we have been working hard to select a strategic partner for our international expansion,” Beyond Meat CEO Ethan Brown said. “I am very pleased that with the PHW Group we have found a long-term partner who has extensive expertise in the European market with regard to distribution, logistics, and customer and consumer engagement.” Beyond Meat debuted the Beyond Burger in 2016 in the meat section of a Colorado Whole Foods Market and is now available through more than 14,000 distribution points including 465 locations of TGI Fridays, select Target stores nationwide, and at grocery chain Green Common in Hong Kong. Beyond Meat plans to expand to retail and food-service channels in the United Kingdom this year.
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