Meat-Free Meats at Vegan Butcher Shop


While the phrase “meat-free meat” seems confusing at first, once you hear about the world’s first meat-free vegan butcher shop, it all makes sense. The new shop is called Herbivorous Butcher, opening in Minneapolis in spring 2015. Using a very successful campaign on Kickstarter for funding, a brother-sister team is building handcrafted meat-free meats.

The pair started by creating foods for their own vegan and vegetarian diets, then started testing and selling-out of their products at local farmer’s markets and food fairs.

The products are 100% vegan, cruelty-free meat alternative. The meat-less meats are crafted from small batches, are cholesterol-free and rich in proteins. Flavors include Italian sausage, smoky house ribs, teriyaki jerky, deli bologna, and pepperoni. The product is a big success with families and other health-conscious groups beyond vegans and vegetarians. Even meat-eaters can find this vegan fare both appealing and responsible.

Group Activities and Discussion Questions:

  1. Poll students. How many of them are vegan or vegetarian? Have them discuss problems with meals and lack of meat for protein.
  2. Show Kickstarter video:
  3. Show company’s Web site:
  4. While the buying process may vary slightly for different products and target markets, the basic 5-step process remains the same: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Have students work on the actions taken in each of the five steps.
  5. Consider assigning different student groups to work on different target markets. Then the process for the different target markets can be compared.
  6. Debrief the exercise.

Source: Minneapolis Star Tribune

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