Harvest B has added direct-to-consumer sales of its plant-based protein products via Woolworths-owned online platform, HealthyLife.com.au.
The platform will offer consumers a range of the brand’s plant proteins, including dice and shred products in lamb, chicken, beef and pork styles.
“Harvest B’s decision to add direct-to-consumer sales is the result of sustained demand from the market. HealthyLife gives us the ability to reach a broad consumer audience while addressing market demands for tasty, healthy, versatile and sustainable protein products,” said Harvest B CEO and Co-Founder, Kristi Riordan.
Riordan acknowledged the move to consumer sales as a significant step for its company even as it remains focused on supplying food manufacturers and food service providers.
The company claims its technology produces whole pieces of plant proteins that are similar in texture to meat without the need for artificial binders and additives that most plant-based meats need.
Harvest B opened Australia’s first plant-based meat ingredient facility in Sydney last December. Since then, the company has signed a distribution agreement with New Zealand’s Dunninghams for its plant-based meat ingredients.
It also says it has also achieved Halal and SQF certification for its products and entered into supply agreements with major food manufacturers and service providers in Australia.
HealthyLife released a shopper report earlier this year based on transaction data, which found that health was a growing concern among consumers.
And with a growing trend towards flexitarian diets in Australia, Woolworths has been active in carrying and promoting plant-based protein products at its stores.