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This Former Meat Company Now Makes Vegan Rib Eye Because It’s More Sustainable

This fall, Vancouver-based food company Urbani Foods is launching a hyper-realistic vegan ribeye-style steak under the Misteak brand. Initially, Misteak will be available in specialty stores and high-end restaurants.

The launch comes after two years of intensive research and development on a vegan whole-muscle meat that mimics the marbling and texture of a premium butcher-style steak. Made from a blend of soy and wheat proteins and spices, Misteak aims to bring a plant-based steak experience to the center of consumers’ plates with a juicy and tender ribeye-style steak that has a dry aged traditionally found in conventional meat offerings. .

After several years of success with its soy-based NOBLE Jerky, Urbani co-founder Stefan Urbani explains that the company decided to launch a vegan steak because it was an ideal product that came to mind. when people think of beef. “We wanted to show that plant-based alternatives can be more than just ground particle type products like burgers and sausages,” Urbani told VegNews. “Technically, whole muscle meats are harder to replicate, but [they] open up an entirely new field of herbal products.

In addition to offering a unique product, Urbani aimed to satisfy the palate of a traditional adult audience. “Most of the plant-based offerings out there seem to be aimed at 10-year-olds — nuggets, burgers, deals,” Urbani said. “Misteak will be a plant-based alternative aimed at a more mature audience who occasionally eats a meal at a table with a plate and cutlery.”

Urban Foods

From salami to steak (vegan)

Before launching NOBLE Jerky in 2018, the Urbani family had been making animal-based salami for 50 years. The decision to pivot the company into plant-based meat production using its expertise in meat manufacturing was made after CEO Claudio Urbani realized that feeding a growing global population with plant-based produce animal origin was not sustainable. A few months after the launch of NOBLE Jerky, its first plant-based meat product, the Vegan Teriyaki Flavor became the #1 selling item in the “Jerky and Meat Snacks” category on Amazon in Canada – along with its Sweet BBQ flavors and Chipotle not far behind in second and third place, respectively.

“Plant-based proteins are becoming a real alternative for all consumers and their purchasing choices and habits are beginning to reflect this,” the company said in a statement at the time.

Urbani isn’t the first company to attempt to create whole cuts of vegan meat. In recent months, the plant-based movement has identified its next step by replacing every part of the cow, moving from ground beef — often in burger form from Beyond Meat, Impossible Foods, Gardein and Meatless Farm — to whole cuts. beef.

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Juicy Marbles, a Slovenian company founded in 2020, is an emerging player in this new era of plant-based meat. The startup makes vegan filet mignon steaks by layering soy protein into linear fibers using the Meat-o-matic Reverse Grinder TM 9000, its patent-pending technology that reverse-engineers animal meat and improves it in terms of flavor longevity, juiciness retention, crust development and nutritional profile.

In May, Juicy Marbles made its vegan filet mignon available to customers in the United States for the first time through what it calls a “meat leak.” Within eight hours, the company sold thousands of steaks to a sell-out success, despite a hefty price tag of around $40 per steak.

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meatless farm

British brand The Meatless Farm Co. is also launching a whole pea protein steak, made using its proprietary technology to mimic the taste and texture of beef steak. Launched to coincide with a rise in home steak consumption among UK consumers, Meatless Farm’s new plant-based steak is now hitting 125 locations across the Sainsbury’s supermarket chain at a relatively affordable £3.50 (4 $.41) for two fillets.

In the United States, Colorado-based company Meati Foods creates vegan steaks and chicken cutlets using mycelium, the fast-growing root system of fungi. On a large scale, Meati claims it can produce the vegan meat equivalent of 4,500 cows every 24 hours and requires less than one percent of the water and land compared to conventional industrial meat production.

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“I grew up on a bison ranch, so my standards for meat are pretty high. Meati Classic Steak is one of the first, if not the very first, alternative to whole beef steak, and it delivers incredible flavor, juicy and mouth-watering,” Meati co-founder Tyler Huggins told VegNews. “It’s loaded with protein and fiber and only 0.5 grams of fat and 0 grams of cholesterol. feel good eating it, and we can’t wait for everyone to try it.

And earlier this year, Beyond Meat announced plans to switch to whole meats with the release of its vegan steak. “This is probably one of our best products to date,” said Beyond Meat CEO Ethan Brown. The Wall Street JournalWorld Food Forum. The new Beyond Meat vegan steak will come in sliced ​​form and is set to launch this year.

For the latest vegan news, read:
Can the vegan food industry save 1.5 million jobs in animal agriculture?
With electric trucks, Beyond Meat is even more sustainable than beef
Quinoa May Help Prevent Type 2 Diabetes, New Study Finds

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