The big idea

Seeking no less than to revolutionize how meat is perceived and consumed globally, Planted is set on initiating a fundamental rethink about the food we eat. 

Aware that the need for action to reduce the devastating consequences of animal farming on the environment and the animals themselves is immediate, Co-Founder Bieri believes the solution is breathtakingly simple: skip the animal.

Instead of pouring resources and energy into animals slaughtered to access the proteins in their bodies, Planted leaves the animal out entirely. 

The Planted way spares animal suffering while massively reducing water and land consumption and the emission of greenhouse gases³, using science to create sustainable, genuinely humane meat from plants.

While the 2021 United Nations Climate Change Conference COP26 received heavy criticism⁴ for failing to tackle the severe impact of meat and dairy on the environment in plans to transform agriculture, Planted has been addressing this through their production from the start. 

Using analysis from Eaternity—an independent organization giving precise assessments for the environmental footprint of foods—Planted has established that their chicken emits 74 percent less CO2 and uses 46 percent less water than the animal version. In comparison, their pork emits 81 percent less CO2 and uses 43 percent less water.

While the founders freely admit loving the taste of meat, they work on the basis that while this traditional flavor can no longer come at any price, taste is exactly where Planted must succeed.

Coining their movement the #TastyRevolution, the self-proclaimed ‘non-conforming taste revolutionists’ seek to radically change the way people consume and perceive meat. Triggering a switch to plant-based alternatives is central to Planted’s drive to create a world in which the wellbeing of animals and the planet’s health are central to the choices we make. 

The food

Alongside water, rapeseed oil, vitamin B12, and spices, Planted makes products from 100 percent plant proteins (mainly pea—no soy is used) and plant fibers. Carefully choosing raw materials that provide the taste experience required without artificial additives, the company uses local ingredients wherever quality allows.

Aiming to help consumers manage the switch from animal to plant proteins without compromising taste or nutrition, Planted now offers pulled pork and schnitzel, as well as kebab meat that comes loaded onto skewers ready to be theatrically sheared in front of customers. 

The original chicken is still available and can be grilled, deep-fried, baked, or enjoyed straight from the pack in a salad or bowl. 

In 2021 the company launched its schnitzel by crafting a 119-meter long version that broke the Guinness World Record⁵ by 20 meters. Preparing for three months, the team cooked for over 10 hours⁶, used nearly 400 pounds of plant protein topped with around 130 pounds of breadcrumbs, and gave the final record-breaking schnitzel to the public for free.

A huge hit, the schnitzel is now permanently on the menu at the historic and world-famous Figlmüller restaurant in Vienna, and is served in Kipferl, a traditional Austrian restaurant in London’s Angel district.

The Planted process

Aware that traditional food approaches no longer suffice in the face of animal and climate emergencies, Planted reproduces the texture and flavor of meat with no animals involved. 

The company claims to recreate the textures, tastes, appearances, and nutritional value of chicken, pork, and beef almost perfectly through their process while leaving out cholesterol, hormones, antibiotics, and animal suffering.

The main protein used is yellow pea, which boasts a complete amino acid profile and can be grown locally in Europe without additional nitrogen fertilizers.

Sunflower protein used for the pulled pork has a subtle nutty taste and gives a darker color. Oat protein complements the amino acid profile of pea protein and helps diversify the raw materials used by the company.

Planted products also contain a high proportion of vegetable fibers, providing optimal texture and acting as essential roughage for the diet.

The protein flour and vegetable fibers are mixed with rapeseed oil and water to form a dough that is kneaded, heated, and pressed through a die in a process called ‘high moisture extrusion.’ 

Proteins arrange themselves in meat-fiber-like structures and solidify, and the team can tweak the end product to create a wide variety of different ‘meats.’ The products are shredded, ripped, cut to size, and marinated as needed before being packaged and distributed worldwide.

“To us, food should be tasty, sustainable, fun to eat, obviously animal-free and clean,” said Bieri. “We use only four ingredients for our chicken, and we do that with pride because it’s natural, reduces environmental impact, and, most importantly again, is very tasty.”

Continued on next page