The Beyond Burger launches in Johannesburg, South Africa
Infinite Foods introduced a game-changer in the innovative and exciting plant-based protein market by launching the Beyond Burger on Thursday, 11 October, in Johannesburg. The Beyond Burger is the flagship product of Beyond Meat, one of the rapidly growing companies taking a new approach to alternatives to meat. While the positive impact of plant-based meat on the planet and to human health is massive, the most revolutionary thing about the Beyond Burger is that it looks, cooks, and tastes like beef. Yet it is made from nothing but plants and also has no added hormones, antibiotics, GMOs, soy or gluten.
Founder and CEO of Infinite Foods, Michelle Adelman is passionate about developing sustainable methods to achieve food security in Africa and emerging markets, particularly in regard to protein availability and the impact of agriculture on the environment. Infinite Foods’ aim is to influence global food security and climate impact by introducing great tasting alternatives to environmentally taxing sources of protein, like meat, eggs, milk and fish.
A Beyond Burger patty uses 99% less water than a traditional 113-gram beef burger, 93% less land, produces 90% fewer greenhouse gases and uses 46% less energy, according to a joint study by Beyond Meat and a major US university. The United Nations agency UN Environment recently recognised Beyond Meat as a Champion of the Earth for the company’s pioneering work.
“While everyone is coming to recognise that climate change is a major concern, few people realise how much today’s agricultural practises are contributing to the problem,” said Michelle. “When people become aware how much good they can do by introducing more plant-based proteins to their diet, we expect this market to grow very quickly. It helps a lot that the products being introduced now by Beyond Meat and others taste great.” Michelle is a thought leader, strategist and entrepreneur who has developed successful businesses that foster agricultural transformation and food security in Africa.
Infinite Foods’ objective is to improve quality-of-health by delivering best-in-class, authentic tasting and affordable plant-based protein food products to Sub-Saharan Africa (SSA) and emerging markets’ consumers and tourism/hospitality industry through import distribution of best-in-class brands, licensed manufacturing and the transformation of plant-based protein agricultural commodity inputs.
Since its debut 2016, more than 25 million Beyond Burgers have been sold. The Beyond Burger is so authentic tasting it is positioned in the meat section of the grocery stores in the United States. Infinite Foods will be initially launching the Beyond Burger in restaurants and foodservice outlets, adding to the more than 11,000 restaurants including TGI Fridays, BurgersFi, Bareburger, Epic Burger and A&W Canada.
Distributed by African Media Agency (AMA) on behalf of Infinite Foods.