Broadcaster Channel 4 has invested a seven-figure sum into The Meatless Farm Co, a specialist provider of meatless mince and burgers.
Under the terms of the deal, the vegetarian business will benefit from a regional TV advertising deal across both Channel 4 and the streaming service All 4 throughout the autumn in exchange for handing over equity to the broadcaster.
Established in 2016 by Morten Toft Bech, The Meatless Farm Co has risen to become a leader in the provision of plant-based foods, securing shelf space with Sainsbury’s and Morrisons in the UK as well as Whole Food Market Stores in the US.
Bech said: “Our mission is to make it easy for people to reduce their red meat consumption by switching to plant-based meat alternatives. Making the swap, even if it’s just once a week, can make a huge difference to our planet – it’s the equivalent of taking 16 million cars off the road. To help people swap, we offer a range that allows you to enjoy your favourite meals without sacrificing texture or taste.”
Vinay Solanki, head of commercial growth fund at Channel 4, added: “The plant-based market is a huge growth area as people, particularly young people, are increasingly seeking plant-based alternatives to meat. The Meatless Farm Co’s innovation and sustainability credentials are inspiring, and we hope that through advertising across our channel portfolio and reaching our valuable core 16-34 audience, we’ll help support their impact and growth journey.”
The Yorkshire tie-up comes as Channel 4 prepares to launch its new national HQ in Leeds.