Staff Publications

Staff Publications

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    'Staff publications' is the digital repository of Wageningen University & Research

    'Staff publications' contains references to publications authored by Wageningen University staff from 1976 onward.

    Publications authored by the staff of the Research Institutes are available from 1995 onwards.

    Full text documents are added when available. The database is updated daily and currently holds about 240,000 items, of which 72,000 in open access.

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Record number 550415
Title The Vegetarian Butcher: On its way to becoming the world's biggest 'meat' producer?
Author(s) Ingenbleek, Paul T.M.; Zhao, Yuan
Source International Food and Agribusiness Management Review 22 (2019)2. - ISSN 1096-7508 - p. 295 - 307.
Department(s) WASS
Marketing and Consumer Behaviour
Publication type Refereed Article in a scientific journal
Publication year 2019
Keyword(s) International strategy - Meat industry - Meat replacement - Technology innovation - Vegetarian butcher

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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