This week, Brazil-based Marfrig Global Foods SA—the world’s largest producer of animal-based hamburgers—announced its partnership with grain and oil company Archer Daniels Midland Co (ADM), which will result in the launch of a vegan burger throughout Brazil. While ADM will provide the raw materials, the meat company will be responsible for producing, marketing, distributing, and selling the forthcoming plant-based burger to restaurant and retail partners. “Together, Marfrig and ADM will produce a 100-percent vegetable burger with a meat-like flavor and texture. We want to give consumers the power of choice. It’s up to them,” Marfrig CEO Eduardo Miron said. “The vegetable burger comes to complement Marfrig’s product portfolio and serve all market channels in which we operate.” In May, Marfrig’s competitor JBS SA—the largest meat company in the world—unveiled a vegan burger it aims to launch under its Seara brand during the APAS trade show.