The word “proprietary” has a certain ring to it that draws the attention of our team at Deli Market News. Performance Foodservice, a division of Performance Food Group Company, recently earned our attention with the launch of its new proprietary plant-based protein brand Green Origin™. The product portfolio includes plant-based burgers, grinds, breakfast sausages, and nuggets, which are made exclusively by Greenleaf Foods, SPC, owner of leading plant-based brands Lightlife® and Field Roast™.
“We’re well past the point of plant-based eating as a niche trend,” said Fred Sanelli, Senior Vice President of Marketing and Sales at Performance Foodservice. “It has become a significant and growing segment in the foodservice landscape. We know that the number of consumers committed to a cleaner, more sustainable, healthier, and great tasting culinary lifestyle is increasing rapidly, and we are thrilled to add our expertise to the pursuit of a ‘greener way of life.’ Our Green Origin line delivers a premium eating experience that will give our customers exciting menu options.”
Green Origin products are 100 percent plant-based, free of artificial flavors, colors, and additives, as stated in a press release. The integrity of the product sourcing process carries through to every level of production, from manufacturing, to packaging, to distribution.
With this launch, Performance Foodservice aims to control one of the industry’s largest exclusive plant-based protein portfolios.
“In addition to offering our Lightlife and Field Roast branded products to Performance Foodservice customers, we’re excited to support the Green Origin product line,” said Dan Curtin, President of Greenleaf Foods. “Their broad network of restaurant and foodservice outlets makes them a strong partner to deliver great tasting plant-based protein to more people throughout the country.”
How will this launch impact the sector’s reigning competitors? Keep a tab open as we report.