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Australian Company Releases First Carbon-Neutral Plant-Based Range at Meat Price Parity

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vEEF, Australia’s pioneering carbon-neutral plant-based brand, has launched a game-changing range of plant-based meat products that achieve price parity with traditional meat. Produced by The Aussie Plant Based Co., this new lineup features four chef-crafted products that aim to reshape how Australians approach plant-based eating, offering sustainable, flavorful, and affordable alternatives to meat.

The range includes:

  • Plant-Based Beef Mince: Perfect for nachos, Bolognese, and tacos.
  • Classic Plant-Based Sausages: Ideal for BBQs or stir-fries.
  • Smokey Plant-Based Sausages: Adds depth to soups and casseroles.
  • Chorizo Plant-Based Sausages: Ideal for pizzas and breakfast scrambles.

This launch comes as Australians increasingly embrace plant-based eating. According to recent reports, 21% of Australians now identify as “meat reducers,” while 79% go meat-free at least once a week, driving a 47% surge in plant-based meat sales between 2020 and 2023.

The products stand out for their nutrient content, offering a good source of protein, fiber, iron, and vitamin B12. In addition to being carbon-neutral, the range boasts 50% less plastic packaging, reinforcing its commitment to sustainability.

Perhaps the most notable achievement is the price parity between vEEF and conventional meat products. Priced at $4.50 per 300g pack, vEEF provides an affordable, healthier, and more environmentally conscious choice for consumers. 

CEO Alejandro Cancino, a 3-hatted chef, highlights this as a pivotal moment: “This price parity is a game-changer, allowing consumers to choose a healthier, more sustainable option without paying a premium.”

With this launch, vEEF positions itself as a leader in plant-based food innovation, combining taste, health, and environmental responsibility. The new range is now available in Woolworths supermarkets across Australia.

As Cancino puts it, “By offering vEEF at a fair price, we’re empowering more people to make choices that align with their values and dietary preferences.”


PBWPulse