In an effort to accelerate growth in the plant-based sector, beef processor Jensen Meat Co has integrated vegan meat maker Before the Butcher with ready-to-eat brand Cool Beans under the Jensen Plant-Based Brands division. This move consolidates their plant-based co-manufacturing operations under one roof and aims to reach a broader range of consumers while maintaining flavor and quality.

Before the Butcher, founded in 2017, offers a variety of vegan meat products made from soy protein, including chicken, beef, and pork formats. The integration of both brands with their co-manufacturing operations aligns with a trend of consolidation in the alternative protein industry, as companies seek to scale up more efficiently and meet the diverse preferences of consumers. This unified structure is expected to lead the next phase of plant-based growth through innovation, scale, and a commitment to exceptional taste.