Alternative meat startup The Meatless Farm Co has sold part of its equity to broadcaster Channel 4 in exchange for commercial airtime for its new advertising campaign.
Part of the seven-figure equity equity deal will see The Meatless Farm’s new TV ad kick off across Channel 4’s main channel and streaming service throughout the autumn.
The newly launched campaign “showcases the company’s taste and texture credentials” and follows significant marketing investment as the brand continues to grow.
Founded in 2016, The Meatless Farm has now secured listings for its plant-based meat alternatives in Sainsbury’s, Morrisons and Whole Foods Market, among others.
“Our mission is to make it easy for people to reduce their red meat consumption by switching to plant-based meat alternatives,” said founder Morten Toft Bech. “Channel 4 has always been at the forefront of social change and this investment is a pivotal moment in The Meatless Farm Co’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 national broadcaster, which is moving headquarters to Leeds, entered the equity deal through its commercial growth fund.
Vinay Solanki, head of the fund, said: “This is an exciting investment for Channel 4 as we extend our commercial growth fund investment portfolio into a new sector and support an innovative Leeds-based company with an impressive entrepreneurial management team.
“The Meatless Farm Co’s innovation and sustainability credentials are inspiring, and we hope that through advertising across our channel portfolio and reaching our valuable core 16 to 34 audience, we’ll help support their impact and growth journey.”