Smithfield “Very Pleased” With Performance of Its Vegan Meat Line

Pork giant Smithfield is “very pleased” with the performance of its plant-based Pure Farmland line. In September 2019, Smithfield launched its soy-based Pure Farmland line which includes breakfast patties (in original and maple flavors); burger patties (one that is “Simply Seasoned” and another stuffed with a dairy-free cheddar alternative); and meatballs (in “Homestyle” and Italian flavors, the latter made with a dairy-free Parmesan alternative). The line also features two flavors of “starters” (Simply Seasoned and Mild Italian), plant-based meat crumbles which can be added to recipes as a replacement for meat.

“We started looking at plant proteins about 2.5 years ago, but we’ve always thought of ourselves as a protein company so it made sense to be in this set, we want to offer a variety of protein choices,” Pure Farmland Brand Manager Erin Thacker told Foodnavigator-USA. “We also have a broader range of products than some of our competitors. Overall, we’re very pleased with our velocities and repeat [purchase] rates across the portfolio; the meatballs and the breakfast items are doing very well.”

To keep up with competing brands, Smithfield is now improving its initial line with formulations that offer more protein, are made with non-GMO soy, while reducing sodium and saturated fat. “We wanted the brand to have its own personality and identity in the marketplace so our brand team could really create something from the ground up,” Thacker said. “We’re approachable and non-judgmental. It’s about offering a choice.”