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October 29, 2018 - The Vegan Authority


Owners of New Zealand Craft Meat Company launches Vegan "No Meat Mince"

Owners of New Zealand Craft Meat Company launches Vegan
Credit: The Craft Meat CompanyFile Photo / © Photabulous!

Inspired by their vegan daughter's request to make something that she can eat, Grant and Sherie Howie, new owners of The Craft Meat Company created the new product for those Kiwis that are vegan, follow a plant-based diet or those that want to reduce their meat consumption.

The 100% plant-based mince was launched after taking ownership of parent company, Fishers Meat - a traditional animal-based butcher and getting feedback from his daughter.

"My youngest daughter became a vegan two years ago, so when I bought the meat company she said: 'why don't you make something I can eat', and I realised there was a growing trend for people to eat less meat or to eat no meat at all," Mr. Howie explains.

The Dunedin company's “No Meat Mince” is the first of the alternative meat range to be launched and closely resembles traditional mince. It is designed to be cooked into meals exactly as regular mince would. “In some instances, you can’t even tell the difference whether it is meat or not”, says Sherie Howie. 

The recently developed plant-based mince uses ingredients such as mushrooms, tomato, almonds, coconut oil and soy protein. “We are seeing a significant rise in global demand for alternative proteins, and the New Zealand market is now experiencing a massive increase in Vegan and Flexitarian consumers” says Grant Howie. “Flexitarian's are looking to replace some of the meat in their diet and so as a business we are responding to that new demand.”

Howie said "research had shown more than 30 per cent of Kiwis say they are actively looking to reduce their animal protein consumption by having a 'meat free day' at least once a week."

"It’s this new Flexitarian consumer segment that we are primarily targeting, although, of course, Vegans and Vegetarians will also be key consumers”. 


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