Launching Australia’s first plant-based meat manufacturing facility

On Thursday, 26 November, Proform Foods launched Australia’s first plant protein manufacturing facility in Sydney’s north, where they will be producing up to 5,000 tons of plant-based meat under the ‘MEET’ brand.

To announce the launch an exclusive launch event was organised, promoting Australia's step towards plant-based alternatives, manufactured locally, by inviting media from news, business, and trade outlets to visit the Mount Kuring-Gai plant, take a tour of the factory, and try the range of MEET products.

Officiated by the Minister for Industry, Science and Innovation Karen Andrews, and Federal Member for Berowra Julian Leeser. The launch event generated great national and international exposure.

Media event

As part of the event, attendees received a guided tour of the factory, a chance to have 1:1 interviews with ProFroms Co-Founder and CEO, Matt Dunn, and a chance to try the range of MEET products cooked by renowned chef, Adam Moore. The below media attended the launch:

● Australian Financial Review: Yolanda Redrup, Reporter

● AAP: Dan Himbrechts, Photographer/Reporter

● Business Insider Australia: Sharon Masige, Reporter

● Channel 10 News: Ali Donaldson, Senior Journalist

● FMCG & Inside Retail: Ruth Hogan, Features & Premium Editor

● Food and drink Business: Kim Berry, Editor

● Hornsby Kuring-Gai post: Tina Brown, Publisher

● RetailWorld: Heather McWhirter, Senior Account Manager

● RetailWorld: Nick Rider, Editor

● News.com.au: Jack Gramenz, Technology Reporter

● NSW Treasury’s Export Development: Nicola Kelly, Associate Director

Government relations The Minister for Industry, Science and Innovation Karen Andrews, and Federal Member for Berowra Julian Leeser were in attendance. This supported the launch of the manufacturing facility with the international export potential, to position MEET as a leader in the plant-based meat sector by driving growth of the industry.

Media coverage

In addition to the coverage received from the launch, the conversation continued on social media including dedicated posts by Karen Andrews, Julian Leeser and Inside FMCG journalist, Ruth Hogan. Karen Andrews also did a secondary post on her LinkedIn mentioning MEET in a speech she did recently in parliament.