September 22, 2020

New US beef brand challenges alternative meat industry

Wholesome Meats, a Texas, US-based regenerative agriculture brand offering premium ground beef, is taking on the alternative meat industry.

Launching on National Cheeseburger Day on September 18, the company is partnering with several local restaurants and grocers to highlight its 'good-for-the-planet' meat. Wholesome Meats said it is taking a stand against 'fake meats', which it claims provide questionable nutritional value.

The company uses regenerative farming, a holistic approach to food and farming systems. According to Wholesome Meats, this method rebuilds and enhances the soil's health by restoring its carbon content, which improves productivity at the farm and heals the planet.

Unlike the conventional beef industry which significantly contributes to rising carbon emission levels, Wholesome Meats does the opposite by replenishing the resources it uses, rather than destroying or depleting them, the company said.

"Fake meats are a hot trend right now and what consumers aren't hearing is that they are highly processed and lack many nutritional benefits", said Kent Wuthrich, CEO of Wholesome Meats. "Regenerative practices produce the only beef that heals the planet. We raise and graze happy animals that help us to properly care for our soil, which, in return, produces premium grass-fed beef that tastes amazing."

"The traditional food system is a mess because it creates low nutrition food and leaves behind wrecked ecosystems," said Lew Moorman, co-founder of Wholesome Meats and lead investor via Soilworks Natural Capital.

"Lab-based food is not the answer. Regeneratively raised food is the future and key to healing our people and planet."

- Wholesome Meats