Leeds-based The Meatless Farm Co has received a seven-figure sum investment from Channel 4, by means of the latter’s innovative Commercial Growth Fund, through which the broadcaster will take equity in the plant-based company in exchange for commercial airtime across its portfolio.
“Our mission is to make it easy for people to reduce their red meat consumption by switching to plant-based meat alternatives,” explains company founder Morten Toft Bech. “Making the swap, even if it’s just once a week, can make a huge difference to our planet – it’s the equivalent of taking 16 million cars off the road. To help people swap, we offer a range that allows you to enjoy your favourite meals without sacrificing on texture or taste. Channel 4 has always been at the forefront of social change and this investment is a pivotal moment in The Meatless Farm Co’s journey. Channel 4’s audience, and environmental and ethical values align strongly with ours and we are very much looking forward to the future.”
Vinay Solanki, head of Commercial Growth Fund at Channel 4, adds: “This is an exciting investment for Channel 4 as we extend our Commercial Growth Fund investment portfolio into a new sector and support an innovative Leeds-based company with an impressive entrepreneurial management team. The plant-based market is a huge growth area as people, particularly young people, are increasingly seeking plant-based alternatives to meat. The Meatless Farm Co’s innovation and sustainability credentials are inspiring, and we hope that through advertising across our channel portfolio and reaching our valuable core 16-34 audience, we’ll help support their impact and growth journey.”
The deal will initially see The Meatless Farm Co’s new TV ad campaign – which aims to showcases the company’s taste and texture credentials – run regionally across Channel 4 and All 4.