Why Blend?

Demand for meat is going up, both in the U.S. and globally, posing strains on our ability to feed the planet sustainably. We love fully-plant-based meats, yet we also know that they still represent less than one percent of the total meat market.

At the same time, most Americans say they plan to maintain or increase their meat consumption in the next year. And even under the most boldest predictions, by 2029, animal meat will still comprise 90 percent of the meat market.

That’s where blending comes in as a key supplemental strategy to improve food sustainability and public health. Recent consumer research by the meat and grocery industry suggests interest in meat products enhanced with plant protein is on the rise.


76 percent of respondents indicated some level of interest or current participation in the category of blended meat/plant-based items
The Hartman Group conducted research in 2019 showing that meat consumers and plant-based meat consumers alike are interested in buying blended burgers.

The Hartman Group conducted research in 2019 showing that meat consumers and plant-based meat consumers alike are interested in buying blended burgers.


Further, in 2019, The Better Meat Co. conducted a national survey of meat consumers, finding that nearly half actively prefer a meat product blended with plant-based protein over one that’s solely meat. And the concept of boosting meat with plant protein is viewed favorably by the vast majority of American meat consumers:

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Source: National survey of meat consumers conducted by The Better Meat Co., 2019; N=700


What about blending with just mushrooms?

Maybe you've heard about the trend of blending mushrooms into burgers. We love it; it's great! But it's limited. Mushrooms can work well in a burger format, but not so much in other meats. Plus, mushrooms are often more expensive than most meat, subtract a lot of protein from the final product, and can contribute to shrinkage during cooking. While The Better Meat Co. uses delicious mushrooms as a component in some formulas, our products are cost-competitive, roughly maintain (or even increase) protein levels, and don't cause shrinkage. In fact, they actually improve juiciness!


By partnering with us, you can provide your customers with innovative, blended products that:

  • Taste better

  • Provide better nutrition (lower levels of calories, saturated fat, and cholesterol)

  • Are cost-competitive

  • Move your company closer towards achieving your corporate sustainability goals


Our CEO Paul Shapiro touts the benefits of blending at Rabobank’s Foodbytes in 2019. Watch the short video below!