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Abstract

This case study outlines the steps the Vegetarian Butcher has taken thus far, as well as its opportunities for achieving its goal of becoming the biggest ‘meat’ producer in the world. The Vegetarian Butcher develops, produces, and markets meat analogues, with an overriding ambition to promote structural change in the meat industry. The production of meat analogues relies on state-of-the-art technology that can create meat-like fibre structures. The resulting products are marketed under the Vegetarian Butcher’s own brand, supported by a provocative communication strategy that relies on storytelling and social media. The company’s newly opened factory enables it to take over about half of its production, and it is increasingly expanding into foreign markets. Companies like Tyson Foods and Danone also have expressed interest in meat replacement products.

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