Prime Roots launches mycelium-based deli meats in Canada

Prime Roots has announced its entry into the Canadian market, bringing its range of mycelium-based deli meats to consumers and food-service operators. The move marks the brand’s first international expansion since its debut in the USA two years ago.

Founded in the USA and co-founded by Canadian-born Kimberlie Le, Prime Roots uses koji mycelium, a fungus traditionally used in Japanese fermentation, to produce plant-based deli-style meats. The company’s products are designed to appeal to modern consumer preferences, offering a cleaner-label, allergen-friendly alternative to conventional deli meats.

“As a Canadian-founded company, I’m excited to finally bring Prime Roots home to tens of thousands of operators and consumers in Canada who have been demanding it,” said Le. “With our proven success in grocery delis and restaurants across the USA, we know our mycelium-based meats will bring incremental revenue to partners while meeting the growing demand for delicious, clean, plant-based proteins.”

Prime Roots has established a presence in various food-service channels in the USA, including sandwich shops, pizza parlors, and hospitality venues. In Canada, the company sees a strong opportunity, with 35% of consumers identifying as flexitarian, vegan, or vegetarian. Prime Roots aims to provide chefs and food-service operators with an option that performs well in professional kitchens and meets rising demand for plant-based menu items.

The Canadian lineup features a range of deli products designed to match traditional meat options in taste and functionality. These include ham and turkey styles with classic smoked and pepper-seasoned profiles, a salami with peppercorns and spices, pepperoni developed specifically for use on pizzas, and bacon made with applewood smoke. All products are free of gluten, soy, GMOs, nitrates, and artificial ingredients. They can be served hot or cold and are intended to fit seamlessly into existing food-service operations.

The company’s internal life cycle assessments report that its deli meats use 92% less water, generate 91% fewer carbon emissions, and contribute 89% less to water eutrophication than conventional meat products. This sustainability profile aligns with broader industry trends, where food-service buyers are increasingly considering environmental metrics when selecting menu options.

Prime Roots positions itself as part of a new wave of plant-based brands focused not only on nutrition or animal welfare but also on culinary excellence and clean-label formulation. The products aim to meet the expectations of traditional meat-eaters looking for cholesterol-free, preservative-free alternatives, as well as consumers following plant-forward diets who seek minimally processed, soy-free options.

Le emphasized the role of Prime Roots in bridging the gap between food-service needs and evolving consumer habits. “Our products don’t just fit into the vegan category,” she said. “They’re designed to work across menus and bring more people – regardless of diet – into the conversation around sustainable eating.”

The Canadian launch will initially focus on distribution through food-service channels, with expansion into retail deli counters expected later this year. The company expects its entry into the market to provide new options for restaurants and grocers looking to diversify their offerings without compromising on quality, taste, or operational efficiency.