Unilever buys The Vegetarian Butcher

Unilever is acquiring The Vegetarian Butcher, so as to expand its portfolio into plant-based foods that are healthier and have a lower environmental impact, according to a statement from the FMCG giant. It is no surprise that the multinational firm is interested in a vegetarian business, as the trend among consumers to opt for vegetarian meals gains popularity. For The Vegetarian Butcher, the acquisition is the next step in its ambition to grow into ‘the largest butcher in the world’. Founder Jaap Korteweg: “Unilever’s international network across 190 countries, provides every opportunity to accomplish this.” Jaap Korteweg, a ninth-generation meat farmer and a real meat lover, became a vegetarian and founded The Vegetarian Butcher in 2007 to satiate his own need for quality ‘meat’, which was not produced from animals. The products made by The Vegetarian Butcher are being sold in over 4,000 outlets in 17 countries. According to Korteweg, the acquisition has come at the right time. “We want to take the next step – conquer the world. It is our mission to make plant-based ‘meat’ the standard. We believe that with Unilever’s international network, this acquisition will help to accelerate our mission.” Unilever and The Vegetarian Butcher started […]