Direct-to-consumer strategies continue to rise in popularity, especially surrounding plant-based offerings. One company that got ahead of this trend is Before the Butcher, which launched its direct-to-consumer website capability in July in order to offer its plant-based meat to a wider customer base.
“This is something Before the Butcher has been working on since our launch into retail last fall,” explained CEO Danny O'Malley. “We wanted to be able to provide access to our customers who don’t have a retail location with our products close to their home.”
As stated by the company, a recent survey by the International Food Information Council documents the surge of meatless meat during the pandemic, with 24 percent of respondents indicating they have increased their plant-based protein intake and 18 percent specifically citing an uptick in their plant-based meat consumption since the coronavirus outbreak began.
For Before the Butcher and other plant-based meat makers, the push to expand distribution coincides with increased sales stemming from COVID-related meat shortages and health concerns. As a greater variety of products become available at more affordable pricing, Before the Butcher also launched this initiative to remain at the forefront of plant-based competition.
“This gives us an opportunity to access consumers outside of our retail footprint. Now anybody in the U.S. can try and enjoy our plant-based products, and increased access is very important in this competitive market,” Danny continued. “Orders are growing every week, and we are also noticing customers ordering more when they place an order, bundling our products and trying them all.”
Options include a six-pack sampler ($32.49), eight-pack cookout bundle ($42.99), and 12-pack party pack ($64.39), each with an assortment of the company’s UNCUT Plant-Based Burgers, Chicken Burgers, Turkey Burgers, and Sausage Patties. Orders of individual products are available as well.
As plant-based suppliers continue to bring new strategies to market, Deli Market News will be here bringing you the latest.