Munich – Greenforce has developed a vegan meatloaf. The meat alternative is made from the first homegrown peas. The new product is to make its debut at the Munich Oktoberfest. The brand ambassador is professional soccer player Thomas Müller.
Munich-based start-up Greenforce has developed a vegan meatloaf based on pea protein. The peas come from the company’s own production with a contract farmer in Munich Ramersdorf, according to a media release. The new meat substitute product was recently presented there in the presence of brand ambassador and professional footballer Thomas Müller. It will then officially premiere at the Oktoberfest in Munich.
Together with BayWa AG, Germany’s largest agricultural retailer, and farmer Johannes Krischke, who grows peas on behalf of Greenforce, the foodtech start-up recently unveiled its first home-grown peas. They form the raw material Greenforce needs for its fish, meat and dairy alternatives.
The new plant-based meatloaf consists of pea protein, among other ingredients. The meat alternative reportedly comes without soy and flavor enhancers. The vegan Leberkäse is already available in retail stores, including the Edeka and Rewe chains.
It comes very close to the animal original both visually and in terms of taste, according to the media release. “I’m a liver cheese expert, the one from Greenforce tastes outstanding,” Thomas Müller, a player for FC Bayern Munich, is quoted in it.
Greenforce sowed the first peas for the production of alternative proteins on a total area of 125 hectares in April this year. To this end, Greenforce works with farmers who have been contracted by BayWa AG. Greenforce’s goal is to map the entire value chain from seed to finished product in the production of alternative proteins. ce/ko