American veggie burger to the Netherlands

The American company Beyond Meat will make its entrance in the Netherlands as a producer. A production location is currently being built in Zoeterwoude (South Holland) from which the meatless citizens have to find their way to the European market and the Middle East.

It is Beyond Meat's first production location in Europe. The goal is to grow faster outside the United States, reports the Financieele Dagblad† The new production location, which should be ready in the first quarter of 2020, will be built and financed by Zandbergen World's Finest Meat. This company has been selling the Beyond Burger in a large part of Europe since 2018.

Exhibition debut
Beyond Meat (along with Impossible Foods) is one of the world's largest producers of plant-based products to replace meat. The company, which in addition to these vegetarian burgers also markets veggie sausage and veggie minced meat, recorded a turnover of approximately $2018 million in 90. In early May, Beyond Meat made their stock market debut on Wall Street, with the price immediately rocketing 160%.

Beyond Meat's products are currently on sale in the United States, Canada, the United Kingdom and Italy. In the Netherlands, they have recently been on the shelves at Albert Heijn. In addition, according to Seth Goldman, the company's CEO, they are served in "dozens" of restaurants in Europe. 

Dutch competition
Beyond Meat's biggest competitor on the Dutch market is De Vegetarische Slager, which has been part of the Unilever† That company has the ambition to become the largest butcher in the world and there are also plans to vegan milk to market. The vegetable products of De Vegetarische Slager are now available at more than 4.000 points of sale in 17 countries. Turnover last year was reported to be €25 million. 

The market for vegetarian products is growing fast. A recent investigation report of ABN Amro reports that the past 5 years saw an average annual growth of 4%, but that a market growth of 2019% is expected in both 2020 and 10. In 2018, a total of €97,6 million was spent on meat substitutes in supermarkets.

10% of meat consumption
Analysts at the British bank Barclays predict that the global market for meat substitutes will rise to a size of $10 billion in the next 140 years. That equates to approximately 10% of global meat consumption.

Jeanette Pennings

Jeannet has her roots in the flower bulb sector and she grew up on an agricultural company in the northern part of North Holland. As a generalist she reports for Boerenbusiness across all sectors. She is also exploring the possibilities of sponsored advertising.

j.pennings@boerenbusiness. Nl

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