Diversity and nutrition is the name of the game, and Sprouts Farmers Market recently gained an advantage with its new partnership. Mrs. Goldfarb’s Unreal Deli, the maker of premium 100 percent plant-based deli meats and a fast-growing vegan lunch meat brand, has announced its products will now be sold at Sprouts locations nationwide.
“If you can eat a delicious corned beef sandwich that’s actually healthier for you, kinder to our animal friends, and better for the planet, then why not?” commented Ms. Goldfarb herself, Chief Executive Officer and Founder Jenny Goldfarb. “Unreal Deli is demonstrating revolutionary new ways of thinking about the foods that we all love. We’re here to show the world that you can still enjoy all the nostalgic flavors you crave without any of the compromises—to your health, the health of our planet, or our animal friends. One Unreal bite at a time.”
According to the release, this partnership is expected to bring the combined number of natural and mainstream grocers carrying its unique plant-based deli meats to over 3,600 locations in 2023.
Goldfarb is well known for her success as a contestant on a November 2019 Shark Tank episode, in which she secured a major investment from billionaire “Shark” Mark Cuban. In the episode, Cuban offered her more than double what she was asking for. Since then, other notable investors including Aileen Getty of the Getty Family, have joined to support Unreal Deli’s expansion into a United States-based deli meat market valued at more than $40 billion annually.
“A few years ago, I saw some videos showing the very disturbing reality of factory farming. The living conditions, the abuse, the loss of life and humanity—it broke my heart into a million pieces. This isn’t the world I wanted to leave my children, and it got me thinking about where our food comes from,” Goldfarb commented. “I want my family to enjoy food free of cholesterol, antibiotics, hormones, and harmful chemical additives… food that’s made from real, whole veggies and is sustainable and healthier. Better for us and better for the planet! And I knew I could figure out how to make it delicious.”
Unreal Deli currently sells plant-based versions of Corn’d Beef, Roasted Turk’y, and Steak sandwich ‘meats’ and plans to release additional products in 2023. In addition to Sprouts Farmers Market, Unreal Deli products are currently sold at Whole Foods Market, Publix, Ralphs, Giant Food, ShopRite, and other chains along with hundreds of independent grocers throughout the U.S.
Goldfarb continued noting she will be launching into several thousand more chain locations this year and 500 universities who are looking to add plant-based options to their menus.
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