Smithfield Foods has announced it is launching a plant-based protein portfolio under the company’s Pure Farmland brand.
The soy-based line features eight new products ranging from breakfast patties to meatballs and burger patties, according to a company press release.
“We’ve been exploring the alternative protein space, and have taken our time to get it right,” says John Pauley, Chief Commercial Officer for Smithfield Foods.
The press release describes Pure Farmland plant-based products as targeting “flexitarians,” who desire to reduce but not eliminate meat consumption. In building upon flexitarian’s environmental interest, Pure Farmland products will be packaged in trays made from 50%recycled material, according to the press release.
Smithfield Foods is a $15-billion global food company and the world’s largest pork processor and hog producer, according to the press release. Pauley says the launch of Pure Farmland will build on this legacy.
“With this launch, we are bringing together our expertise in creating market-leading food products, our organizational commitment to sustainability, and our deep understanding of ‘flexitarian consumers,” Pauley says.
While targeting a specific consumer demographic, Smithfield Foods also seeks to support American farmers through Pure Farmland, according to the company press release.
For every Pure Farmland package sold, the brand pledges to donate the cost of protecting one square foot of farmland to the American Farmland Trust, an organization that has protected 6.5 million acres of farmland since its founding in 1980, according to the Smithfield Foods press release.
Pure Farmland plant-based protein products are set to be available in grocery stores nationwide mid-September, according to the press release, and will be located in the fresh, refrigerated section of stores.