© PBFA Vegan burgers, sausage, deli slices, roasts, seitan, and even jackfruit are moving to the meat department for a trial run at the nation’s leading grocery retailer. At the supermarket where I shop, the plant-based meat products live above the butter, between the cheese and the yogurt. They are nestled in with the tofu noodles, sauerkraut, kim-chi, and other random items – it’s like the Island of Misfit Toys for food things. On the one hand, it means that non-meat eaters don’t have to peruse the aisles of animal parts. But mostly it feels kind of like a secret; it’s like insider baseball for vegans. We know how important product placement in supermarkets is, and I can’t imagine that squirreling away the Beyond Burgers in a strange place does much for their cause. Which is why an announcement from the Plant Based Food Association (PBFA) and Kroger, the leading grocery retailer in the United States, is interesting and exciting. For 16 weeks, consumers will find plant-based meat "sets" within the conventional meat department at 60 Kroger stores across Denver, Indiana, and Illinois. The goal of the test is to measure the impact on sales and customer engagement of […]


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