Plant-based protein company Greenleaf Foods SPC—which owns vegan brands Field Roast and Lightlife—has signed a three-year deal to be the exclusive plant-based protein partner of Canadian hockey team Montreal Canadiens. The partnership means that Montreal Canadien fans can enjoy vegan meal options featuring Field Roast and Lightlife products at home games at Montreal’s Bell Centre. During the hockey games, the Lightlife Burger and Field Roast Mexican Bowl are offered at M2 Marché Montréal concessions, and the Field Roast Mexican Bowl is served at the Texan concession. As part of the partnership, Lightlife and Field Roast are also advertised on digital signs throughout the arena’s concourse area and in-bowl scoreboards. “Not only is Montreal’s food culture well known across Canada—and internationally—the Montreal Canadiens’ fanbase is first-class,” Dan Curtin, president and CEO of Greenleaf Foods SPC, said. “Aligning our two organizations to offer delicious, high-quality plant-based foods during home games and sampling events is an incredible opportunity. We couldn’t be more excited about this partnership.” Last fall, Lightlife partnered with NFL team the Los Angeles Rams, which brought the vegan brand’s plant-based burger patties to its home stadium the Los Angeles Memorial Coliseum.
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