Smithfield Foods enters plant-based market with Pure Farmland range

Comprised of eight products, the new Pure Farmland range is aimed at flexitarians and will be available in the refrigerated sections of US grocery retailers nationwide from mid-September.

With the Pure Farmland range, Smithfield is targeting a wider variety of meal occasions, with the products including breakfast patties, meatballs, burger patties, and pre-seasoned protein starters.

Smithfield already markets an uncured bacon product under the Pure Farmland banner. The pork used for this product is billed as containing no artificial ingredients, being minimally processed and with no added hormones or antibiotics. The Pure Farmland bacon also contains no MSG, nitrites or nitrates.

The overall Farmland brand contains a variety of pork products.

Chief commercial officer for Smithfield Foods John Pauley explained why the business was entering the crowded plant-based market at this time. “We’ve been exploring the alternative protein space, and have taken our time to get it right,” he said. “With this launch, we are bringing together our expertise in creating market-leading food products, our organizational commitment to sustainability, and our deep understanding of ‘flexitarian’ consumers, to deliver a broad variety of flavorful plant-based protein choices that consumers want and can afford at a great value.”

Furthering the brand’s sustainable credentials, the range comes in packaging with trays made from more than 50% recycled material.

Smithfield Pure Farmland has also partnered with the American Farmland Trust, and will donate the cost of protecting one square foot of farmland per package sold.

Earlier this month, Tyson Foods reported that its Raised & Rooted plant-based brand was rolling out to 4,000 US retail outlets by the end of September.