This month, Colorado-based brand Planterra Foods is launching the OZO vegan meat line in grocery stores Albertsons and Safeway in CO, NE, NM, SD, WY, Kroger stores in 12 states, and at military bases nationwide. Planterra is a subsidiary of Brazilian meat giant JBS, the largest meat seller in the world. The new line is made from pea and rice protein that is fermented with the help of shiitake mushrooms and is available in two formats: burgers and two flavors of grounds (plain and “Mexican-seasoned”). The line is priced between $5.99 to $7.99 and packaged in recyclable containers.
“Our team at Planterra Foods is leading you in the world of plant-based protein with all the flavors and foods you love most, and we are starting this journey with the debut of OZO,” Planterra CEO Darcey Macken said. “We pride ourselves in being an approachable plant-based brand and OZO is made so simply just like you would make in your own kitchen. We are focused on feeding future generations and especially those looking to flex the variety of proteins they bring to the table.”
To promote the new vegan meat line, Planterra recently launched a fleet of vans that are dispersing across the country to offer one million free samples of individually wrapped OZO burgers. In June, the vans will visit Denver, CO; Boulder, CO; Detroit, MI; Chicago, IL; and Los Angeles, CA. In July, the OZO vans will continue on to Seattle, WA and Portland, OR. This winter, the vans will visit additional cities, including San Francisco, CA; Atlanta, GA; and Nashville. TN. Along the routes, the vans will make special deliveries to support frontline workers such as firefighters and healthcare professionals.
Planterra is also making OZO products available for purchase online for delivery nationwide and is working with direct-to-consumer company Wild Fork Foods to deliver the product in select regions. This summer, the company plans to expand its retail distribution and launch into the foodservice sector.