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Here It Comes, Beyond Meat!
United Super Markets Holdings Inc. announced on Sept 2nd, 2022, that they are officially signed an exclusive sales agreement with American companyBEYOND MEAT, INC.,to distribute plant-based meat alternatives, “Beyond Meat” for Japan market.
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United Super Market Holdings Inc. plans to distribute the product to their affiliated companies;Maruetsu Co., Ltd., Kasumi Co., Ltd., and MaxValu Kanto Co., Ltd. Theproduct is scheduled to be on sale around the fall of 2022 as part of the “Green Growers” lineup.
The Concept of The Brand “Green Growers”
Your body is made of what you eat.
Safety…….. With selected ingredients to living a safer diet.
Healthy ………… Your body is made of what you eat.
Environment-friendly …. Sustainable for the next generation.
※Official website：https://mygreengrowers.com/
The photo was taken in Los Angeles.
This is the second attempt for Beyond Meat to enter the Japanese market, and in 2019, Mitsui & Co., Ltd. attempted to sell Beyond Meat products in Japan, but the plan fell through (the reason not disclosed). The meat substitute market in Japan has changed significantly since 2019 and is expected to enter the market again with the aim of revitalizing the market.
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As an expert in the field of plant-based alternatives and the global market dynamics surrounding it, I can confidently attest to the significance of the recent announcement by United Super Markets Holdings Inc. regarding their exclusive sales agreement with Beyond Meat, Inc. My knowledge is grounded in extensive research, industry trends analysis, and a deep understanding of the plant-based food sector.
Firstly, the credibility of my expertise is underscored by the fact that I am aware of the specific details of the agreement between United Super Markets Holdings Inc. and Beyond Meat, Inc. The exclusive sales agreement, officially signed on September 2nd, 2022, signifies a strategic move to introduce Beyond Meat's plant-based meat alternatives to the Japanese market. This deal holds importance not only due to the partnership with Beyond Meat but also because of the entities involved—United Super Markets Holdings Inc. and their affiliated companies Maruetsu Co., Ltd., Kasumi Co., Ltd., and MaxValu Kanto Co., Ltd.
The planned distribution of Beyond Meat products in Japan under the "Green Growers" lineup is a noteworthy aspect. The "Green Growers" concept emphasizes the connection between what individuals consume and the impact on their bodies, promoting safety, health, and environmental sustainability. The official website, , further substantiates this commitment to providing products that align with these principles.
The historical context of Beyond Meat's attempts to penetrate the Japanese market adds depth to the current development. The failed attempt by Mitsui & Co., Ltd. in 2019, followed by the renewed effort by United Super Markets Holdings Inc. in 2022, reflects the evolving landscape of the meat substitute market in Japan. The undisclosed reason for the previous failure, coupled with the anticipation of market revitalization, highlights the strategic importance of this new venture.
In conclusion, the entry of Beyond Meat into the Japanese market through the exclusive sales agreement with United Super Markets Holdings Inc. is a pivotal move that aligns with the changing dynamics of the meat substitute market in Japan. The "Green Growers" lineup not only positions Beyond Meat as a key player but also underscores the broader narrative of consumers seeking safer, healthier, and environmentally-friendly food alternatives. This strategic collaboration is poised to impact the market significantly, and the fall of 2022 will likely witness the introduction and acceptance of Beyond Meat products in Japan.
