The Meatless Farm secures deal with Channel 4

26th September 2019

Walker Morris advises Meatless Farm on seven-figure investment

Specialist lawyers at Walker Morris have advised The Meatless Farm on a seven-figure deal with leading British broadcaster, Channel 4.

The partnership will see Channel 4 take equity in the pioneering plant-based company through its innovative Commercial Growth Fund, in exchange for commercial airtime across its channel portfolio.

The Meatless Farm has become a serious contender in the global plant-based market, as consumer demand for meat alternatives continues to grow. Founded by Morten Toft Bech in 2016, the company has created a range of meat alternatives using plant proteins and has secured listings including Sainsbury’s, Morrisons and Whole Foods Market Stores across the USA.

The investment will see The Meatless Farm’s brand-new TV advertising campaign initially run regionally across Channel 4’s main channel and streaming service, All 4. The newly launched campaign showcases the company’s taste and texture credentials with a series of plant-based meals, perfect for families and friends.

The Meatless Farm’s TV advertising campaign follows significant marketing investment as the brand continues to grow in a global market predicted to reach $27.9bn by 2025.

Walker Morris fielded a team of specialist lawyers to advise The Meatless Farm.

Debbie Jackson, partner, who led the Walker Morris team commented:

“This investment reflects the innovative and forward-thinking nature of both companies by exchanging equity in The Meatless Farm for commercial airtime across a number of channels in Channel 4’s portfolio.”

Richard Naish, partner, who heads up the Walker Morris Food and Drink Team and also worked on the deal commented:

“We’ve been delighted to support The Meatless Farm on the deal, which reinforces our food and drink expertise. This market category is growing at a tremendous pace and is excellent news for all involved.”

Morten Toft Bech, Founder of The Meatless Farm, comments:

“Our mission is to make it easy for people to reduce their red meat consumption by switching to plant-based meat alternatives. Making the swap, even if it’s just once a week, can make a huge difference to our planet – it’s the equivalent of taking 16 million cars off the road. To help people swap, we offer a range that allows you to enjoy your favourite meals without sacrificing on texture or taste. Channel 4 has always been at the forefront of social change and this investment is a pivotal moment in The Meatless Farm’s journey. Channel 4’s audience, and environmental and ethical values align strongly with ours and we are very much looking forward to the future.”

The investment in The Meatless Farm, a local Yorkshire business, comes as the broadcaster is soon to launch its new National HQ in Leeds. Increasingly more companies are expanding investment outside of London.