vEEF revolutionizes Aussie plates with carbon-neutral, chef-crafted plant-based range across Australia

The Aussie Plant Based Co. has unveiled a bold new chapter in Australia’s food landscape with the nationwide launch of vEEF, the country’s first carbon-neutral plant-based meat range. Spearheaded by Alejandro Cancino, a 3-Hatted Chef and CEO, vEEF is setting a new standard in the plant-based sector by achieving price parity with conventional meat products, making eco-conscious, flavorful food accessible to more Australians.

Recent market data reveals that Australians are embracing plant-based eating in record numbers, with 21% now identifying as ‘meat reducers', the most popular dietary choice in 2024. Additionally, 79% of Australians go meat-free at least once a week, and plant-based meat sales surged by 47% between 2020 and 2023, according to Food Frontier. These trends signal a growing appetite for plant-based alternatives, and Melissa Swinscoe, Marketing Manager at The Aussie Plant Based Co., noted that "Australians are increasingly looking for healthier, more sustainable food choices. Our new vEEF range meets that demand with chef-crafted, carbon-neutral products."

The new vEEF product line features a variety of plant-based options, including beef mince, classic sausages, smokey sausages, and chorizo sausages. Each product is designed to be versatile, offering a nutrient-rich alternative to conventional meat, packed with protein, fiber, iron, and vitamin B12. In addition to being carbon neutral, the products are packaged with 50% less plastic than previous versions, aligning with The Aussie Plant Based Co.’s sustainability goals. Developed locally on the Sunshine Coast by a talented culinary team, vEEF products are affordably priced at AU$4.50 per 300g pack, offering a 1:1 substitution for conventional meat in any recipe.

Mariana Karam, NPD Manager at The Aussie Plant Based Co., explained that the brand’s R&D breakthroughs have resulted in plant-based options that transcend the ‘alternative’ label. “These aren’t just meat substitutes – they’re superior choices designed to be the first pick on every Australian’s plate. We’re setting a new standard that’s better for health, the environment, and taste buds alike,” she said.

A significant highlight of the launch is vEEF’s achievement of price parity with traditional meat products. Alejandro Cancino emphasized the importance of this milestone, calling it a “game-changer” for the plant-based market. “This price parity allows consumers to choose a healthier, more sustainable option without paying a premium. It addresses the top motivations for reducing meat consumption: health benefits, environmental concerns, and budget constraints,” he says. Cancino adds that by offering vEEF at an accessible price point, The Aussie Plant Based Co. is empowering consumers to make choices that align with their values and dietary preferences, ultimately making plant-based eating a viable option for all.

The new vEEF range was available in Woolworths supermarkets starting 23 September. The Aussie Plant Based Co., founded in October 2023, has quickly positioned itself as a leader in the plant-based food industry, with a strong focus on compassion, sustainability, and innovation. “This launch under our vEEF brand is a testament to our commitment to positive change,” Cancino concluded.