Vegan Meat Brand Field Roast to Expand to Australia and New Zealand Due to High Demand

Plant-based meat brand Field Roast Grain Meat Co. has announced an 81 percent year-over-year sales increase for its first quarter. The news was delivered by Field Roast president Dan Curtin in a press release announcing the company’s upcoming expansion into Australia and New Zealand.

“We’re so pleased to expand our relationship with Essen Foods by naming them the exclusive distributor for Field Roast products in Australia and New Zealand,” said Curtin in a statement. “Coming off an incredible first quarter where the brand experienced 81% YOY sales increase overall, this is a strategic decision we’ve made to create efficiencies supporting our continued growth and look forward to continuing this momentum internationally with the support of Essen Foods.”

As part of an exclusive distribution deal, Essen Foods will distribute Field Roast Sausages, Deli Slices, FieldBurgers, Roasts, Loaves, and the brand’s new line of frozen foods. The distributor will also provide advertising, marketing, and trade show presence. Field Roast vegan meats will be sold in Australian and New Zealand-based independent retailers such as Vegan Pantry, The Leo’s Fine Food & Wine Network, Supabarn, The Cruelty Free Shop, and Foodworks, among others. Plans to launch Field  Roast vegan cheese and dressings have not yet been announced.

Field Roast’s increase in sales is indicative of the growing trend towards plant-based eating worldwide. Earlier this year, experts identified vegan food as a major disruptor to the food industry in 2018. Indeed, sales of plant-based food are climbing higher. Last year, leading market research firm Nielsen reported that vegan food sales had increased by 8.1 percent between 2016 to 2017.

The rise of plant-based food is not driven by vegans and vegetarians alone. Research conducted by the NPD Group shows that 86 percent of consumers buying plant-based food follow an omnivorous diet and in May, Financial Review claimed that meat-eaters are driving the demand for vegan food in restaurants across Australia.

Image Credit: Field Roast