Premium for plant-based: How a higher value yet minimal proc

Premium for plant-based: How a higher value yet minimal processing strategy enables Fable Foods to achieve price parity


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Premium for plant-based: How a higher value yet minimal processing strategy enables Fable Foods to achieve price parity
By Pearly Neo
Australia-based plant-based firm Fable Foods says a relentless focuses on greater premiumisation and minimal processing for its shiitake mushroom-based products are enabling it to maintain price parity with conventional meat items.
Fable Foods is already present in most Australian major retail supermarkets from Woolworths to Coles to Harris Farms, and the firm’s CEO and Co-Founder Michael Fox believes that its minimal processing and approach of targeting more premium products is what has helped put it on a level playing ground with similar products made of conventional meat.

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