LOS ANGELES — Future Farm, a Brazil-based meat alternative maker, is entering the US market. Alexandre Ruberti, a 25-year industry veteran who previously led Red Bull North America, has been named chief executive officer of Future Farm’s US business.
Founded in 2019, Future Farm offers premium plant-based patties, formulated with soy, peas, chickpeas and beetroot, that are priced competitively at more than 10,000 retail locations across 23 countries throughout Europe, Latin America and Asia Pacific. The brand has gained 25% of total burger market share in Brazil’s largest retailer and is outperforming Beyond Meat products at a leading supermarket chain in the United Arab Emirates, according to the company.
In partnership with distributor Superior Foods International, Future Farm will sell alternatives to burgers, sausages, beef and meatballs nationwide in retail, club and foodservice channels. The company plans to expand into plant-based substitutes for multiple meat, poultry and fish offerings for the US market.
“Breaking into the world’s most-powerful economy as a new brand in a burgeoning category couldn’t be done without the experience, dedication and expertise of a leader like Alexandre Ruberti,” said Marcos Leta, founder of Future Farm. “His demonstrated knowledge, influence and innovative contributions to the food and beverage industry has been instrumental in building our strategic US launch plan, moving us forward into the next phase of growth and proving that it’s possible to change the way the world eats meat, one country at a time.”
Ruberti added, “We have all the key elements in place and a unique opportunity in front of us to make a substantial impact as one of the major category players; not only to deliver on what consumers are demanding from plant-based meat options, but to democratize the category and drastically reduce animal protein consumption, in the process. By putting people first, having a clear purpose, and doing everything we can to help save the planet, we have the power to create a future we want to live in. That’s the future we’re here to create, and we will do our best to make it happen.”