The Jensen Meat Company has announced the integration of Before The Butcher into its Jensen Plant-Based Brands division.

Located in California, US, The Jensen Meat Company has been a processor of beef products since 1958, and now operates within the plant-based meat alternatives category alongside its presence in the traditional meat industry.

Jensen acquired alt-meat brand Before The Butcher in 2019, but operated as an independent company until now. This new, unified structure aims to support Jensen’s position in the plant-based category through innovation and scale.

This latest announcement aligns Before The Butcher and ready-to-eat plant-based brand Cool Beans with Jensen’s co-manufacturing operations. As part of its food safety and quality assurance programme, Jensen operates two separate production facilities to mitigate cross-contamination risk.

The move aims to deliver ‘exceptional flavour, innovation and growth’ across the alternative protein sector. The newly expanded plant-based portfolio will offer consumers a range of options to fit different lifestyles and preferences.

Before The Butcher produces protein-rich, gluten-free and non-GMO meat substitute products, such as plant-based burgers and meat-free ground mince. Cool Beans, meanwhile, produces globally inspired plant-based wraps, designed to provide convenient, on-the-go meal options made with ‘wholesome’ ingredients.

Patricia Lavigne, executive vice president of The Jensen Meat Company, said: “Bringing these brands together allows us to serve an even broader range of customers while maintaining the flavour, authenticity and quality that define Jensen Meat”.

She added: “We've built a foundation that supports both traditional and plant-based innovation, helping us meet consumer demand across every part of the protein landscape”.]

Top image: © The Jensen Meat Company