PHW Group to distribute Beyond Burger in Germany
CEO of Germany's largest poultry producer says company has obligation to ‘create as many different offerings for the consumer as possible’
PHW Group, Germany’s largest poultry producer and owner of the brand Weisenhof, has reached an agreement with Beyond Meat in which PHW will exclusively take over the distribution of the plant based Beyond Burger in the German market.
PHW Group, which is comprised of more than 35 medium-sized companies, said it was pleased to be able to diversify its operations through the partnership with the U.S. plant-based protein company.
"I am very pleased that we were able to convince Beyond Meat of our capabilities. Not only will we use all our know-how in the logistics and production of convenience and vegan products, but above all, our expansive distribution network to boost the launch of Beyond Meat, "Peter Wesjohann. CEO of the PHW Group, stated in a press release.
"We consciously embrace this supposedly unusual partnership because we believe in growth through diversity. Our job as a food manufacturer is to create as many different offerings for the consumer as possible: for example, we offer the consumer a wide range of protein-rich products, from conventionally produced poultry meat, to private courtyard poultry, to a vegan range. Against this backdrop, we also understand our partnership with Beyond Meat."
Beyond Meat Founder and CEO Ethan Brown described the partnership as an important milestone, as it had been looking for an entry into Europe through German distribution.
“I am very pleased that with the PHW Group we have found a long-term partner who has extensive expertise in the European market with regard to distribution, logistics and customer and consumer engagement,” said Brown.
Headquartered in California, Beyond Meat has the mission to “perfectly build meat from plants, delivering all of its benefits without downside.”
According to its website, PHW Group is also involved in the animal health and nutrition industries, as well as human nutrition and healthcare.