In the bustling world of food innovation, one company stands out for its commitment to sustainability and quality. Planted, a Swiss plant-based meat brand has been making waves across Europe with its mission to redefine the way we perceive, produce, and consume meat. Founded in 2019, this purpose-driven startup has experienced exponential growth. It is now poised to enter the UAE market through a strategic partnership with a leading Middle Eastern food service distributor. This article will delve into the fascinating journey of Planted and how it aims to revolutionize the UAE food industry.
Planted: Pioneers of Sustainable Protein
A Purpose-Driven Approach
Planted’s journey began with a clear purpose – to offer a sustainable alternative to traditional meat consumption. As concerns about the environmental impact of the meat industry grow, Planted stepped up to inspire a shift towards plant-based proteins. Their dedication to this cause is evident in their 100% plant-based product range.
Swiss Excellence in Every Bite
One of Planted’s key selling points is its commitment to quality. With a focus on Swiss craftsmanship, the brand produces some of the highest-quality plant-based meats in the market.
Crafting with Care
The secret to Planted’s success lies in its proprietary structuring and fermentation technologies. These cutting-edge methods enable the transformation of plant proteins into delectable meat substitutes. The result? Meat that’s not just good for the planet but also for your taste buds.
All-Natural, No Additives
While many plant-based alternatives rely on additives to mimic the taste and texture of meat, Planted takes a different path. They use only natural ingredients, setting a new standard for the plant-based meat category. Say goodbye to artificial additives and hello to clean-label goodness.
A Global Footprint
European Expansion
Planted’s journey started in Switzerland, but it didn’t stop there. With a focus on growth and impact, the brand quickly expanded its reach. Today, Planted products are available in seven European countries, including Switzerland, Germany, Austria, France, Italy, the UK, and Benelux.
Restaurants and Retail Outlets
Planted’s popularity extends to thousands of restaurants and retail outlets. With over 6100 restaurants and more than 8700 retail locations serving their products, it’s clear that Planted has captured the attention of both consumers and businesses.
Middle East Expansion
A Vision for the UAE
Planted’s next frontier is the Middle East, starting with the UAE. This strategic move aims to establish a strong presence in the region and pave the way for future expansion into Saudi Arabia, Bahrain, Oman, and Jordan.
Building on Expertise
Planted’s success is no accident. It’s the result of visionary entrepreneurs and scientists coming together to address the market’s evolving needs. They’ve managed to create a product portfolio that meets market trends and scales effectively.
Transparency and Accountability
A Peek Behind the Curtain
Transparency is at the heart of Planted’s operations. The brand takes pride in its fully transparent production process, which unfolds at its headquarters in Kemptthal, Switzerland. This commitment to transparency extends beyond the production floor.
A Certified B Corporation
Planted’s dedication to social and environmental responsibility is further validated by its certification as a B Corporation by B Lab Switzerland. This certification underscores the brand’s commitment to high performance, transparency, and accountability standards.
Planted at COP28: A Showcase of Excellence
Making Waves at COP28
Planted made a significant impact at COP28 in the UAE. They planted.chicken and planted.pulled products were integrated into the menus of food trucks operated by plant-based vegan restaurants at COP28’s Blue Zone.
Collaboration with Influential Brands
During COP28, Planted collaborated with prominent brands like Wild & The Moon and Roots & Rolls. These partnerships resulted in innovative menu offerings that showcased the versatility and taste of Planted’s products.
UAE Market Entry
A New Frontier
In early 2024, Planted will introduce its product portfolio to various UAE food service market sectors. This includes hotels, restaurants, cafes, QSRs (Quick Service Restaurants), sub-distributors, wholesalers, entertainment venues, and independent operators in the hospitality industry.
A Message from Pascal Bieri
Pascal Bieri, Co-Founder and Executive Board Member of Planted, expressed his excitement about entering the Middle East market. He highlighted the rewarding experience of seeing regional customers try their products first-hand. Bieri emphasized Planted’s commitment to revolutionizing the protein value chain with clean-label products and top-notch taste and texture.
Conclusion
Planted’s entry into the UAE market marks a significant step towards a more sustainable and environmentally conscious food industry. With their dedication to quality, transparency, and sustainability, Planted is poised to make a lasting impact on the way we think about meat consumption. As they expand their reach across the Middle East, it’s clear that Planted is on a mission to create a better future, one delicious plant-based bite at a time.
