Visit the official COVID-19 government website to stay informed: sacoronavirus.co.za

Fry’s and Livekindly bring tasty and sustainable plant-based food to the world

The Fry Family Food Co. has joined forces with the Livekindly co.

The Livekindly co. is leading a global movement to build a sustainable future fueled by a $200-million founders’ funding round. Establishing a collective of heritage and start-up brands, the company is on track to become one of the world’s largest plant-based food companies.

Fry’s Big Fry Burger

Fry’s Big Fry Burger is just one of it’s plant based meat alternative products

Plant-based meat alternatives

Fry’s is the only South African company under the Livekindly co. umbrella. It will bring to the table 30-years of experience, a deep understanding of local and global value chains in plant-based meat alternatives as well as a portfolio of over 60 plant-based products.

‘This relationship with the Livekindly co. is the Fry’s vision continued,’ says Tammy Fry, international marketing director of The Fry Family Food Co. ‘We are thrilled to be part of this new company that is going to revolutionize the global plant-based food market. The agreement gives Fry’s the opportunity to bring to scale quality plant-based food products which means we reach more customers and change more hearts and minds.’

Brands under the Livekindly co. portfolio offer consumers non-GMO, plant-based meat alternatives and include: The Fry Family Food Co. and LikeMeat, as well as the fastest-growing plant-based digital media platform, Livekindly Media–from which the new company name derives and means embracing a sustainable and compassionate lifestyle. With these investments and an equity stake in PURIS Holding, a vertically integrated player of non-GMO, plant-based ingredients, the LIVEKINDLY co. is the only company in the plant-based food sector to own and operate the entire value chain of production.

‘Fry’s has been a family-run business from day one when we first started making meat alternatives from our kitchen over 30-years ago,’ explains Wally Fry, co-founder of The Fry Family Food Co. ‘While we’ve grown over those three decades, moving into global markets and offering multiple product innovations, we’ve always remained family owned and run. We are all really excited about this venture and we see it as a coming together of like-minded brands to create a movement for change. The family is still very involved in the business, and we will continue to create our award-winning products that our consumers know and love.’

Leading the Livekindly co. is a global team of industry experts who are passionate about making an impact and building a sustainable food future. They include Kees Kruythoff, chairman & CEO (formerly President Unilever North America and Global Home Care Division); Roger Lienhard, Board of Directors and founder (founder of Blue Horizon Corporation); and Jodi Monelle, CEO and founder Livekindly Media. The leadership team includes veterans of the food and industry: Mick Van Ettinger, chief marketing officer (formerly of Unilever), and Aldo Uva, COO and chief R&D officer (formerly of Nestle, Firmenich, and Ferrero).

Demand for sustainable options

Plant-based food products are becoming increasingly popular as consumer demand for cleaner, more sustainable options grows, and production technologies improve to significantly enhance taste and texture. The plant-based protein market could reach nine per cent of the estimated $2.7 trillion global meat market by 2040 –positioning the Livekindly co. for strong future growth.

‘Unlike any other company in this space, the Livekindly co. is creating a movement that will drive impact at scale and at speed,’ says Kruythoff. ‘We are starting with one of the world’s most consumed meats–chicken by providing outstanding, tasty, plant-based foods that are more sustainable and environmentally friendly.’

‘The Livekindly co.’s approach offers a path forward for transforming the global food industry. Our team has built a new formula for success by bringing innovation, experience, resources, and scale throughout the plant-based value chain,’ says Lienhard. ‘It started with bringing together like-minded founders who share a vision for smarter, sustainable living, and allows the food industry to better align around the evolving values of consumers who are focused on climate change, animal welfare, and human health.’

The founders’ round of funding will be used for further acquisitions, scaling the current plant-based food portfolio of brands and investments to rapidly increase the plant-based food industry capacity.

 



Latest


03 Aug 2020
Every South African can be an eco-warrior

Each year, the local plastics industry welcomes the arrival of Spring and warmer weather by encouraging citizens to help make…

Every South African can be an eco-warrior

Each year, the local plastics industry welcomes the arrival of Spring and warmer weather by encouraging citizens to help make a difference where they live, work, learn or play by participating in Clean-Up & Recycle SA Week. Clean-Up & Recycle SA Week is an annual public awareness week during which…

03 Aug 2020
Professor PLO Lumumba to speak at ground-breaking supply chain conference

Renowned Kenyan pan-Africanist, Professor of Law and anti-corruption crusader, Patrick Loch Otieno Lumumba, has been confirmed as the opening keynote…

Professor PLO Lumumba to speak at ground-breaking supply chain conference

Renowned Kenyan pan-Africanist, Professor of Law and anti-corruption crusader, Patrick Loch Otieno Lumumba, has been confirmed as the opening keynote speaker at the upcoming “Africa Supply Chain in Action” (ASCA) event, Africa’s biggest ever virtual conference for supply chain and procurement professionals. Hosted by SAPICS (The Professional Body for Supply…

03 Aug 2020
The future of collaborative robots

BY: Maciej Kuczynski Omron Collaborative robots that can work safely in the same environment with people have an important role…

The future of collaborative robots

BY: Maciej Kuczynski Omron Collaborative robots that can work safely in the same environment with people have an important role in enabling flexible manufacturing and creating a competitive advantage. A new generation of ‘cobots’ is emerging as the evolution of classical industrial robots in response to the needs of Industry…

31 Jul 2020
Rwendzori Bottling Company invests in new PET line from KHS

With the help of high-quality, efficient KHS technology the sales of packaged water in Uganda is climbing to ever new…

Rwendzori Bottling Company invests in new PET line from KHS

With the help of high-quality, efficient KHS technology the sales of packaged water in Uganda is climbing to ever new heights. Awareness of the responsible use of resources is growing – an example that could set a precedent. At 5 109 meters above sea level Margherita Peak in the Rwenzori…


Top stories


18 Mar 2020
Avocado growers celebrate the ancient history of avos this season

According to the THP 2020 Flavour & Trend Forecast*, Michelin star restaurants around the world will be increasingly seeking out…

Avocado growers celebrate the ancient history of avos this season

According to the THP 2020 Flavour & Trend Forecast*, Michelin star restaurants around the world will be increasingly seeking out traditional ingredients from some of the oldest civilizations this year, particularly Central and South America.

18 Mar 2020
Limpopo residents become eco-warriors

Residents in northern Limpopo are becoming eco-warriors thanks to a new campaign which aims to see environmental waste reduced and…

Limpopo residents become eco-warriors

Residents in northern Limpopo are becoming eco-warriors thanks to a new campaign which aims to see environmental waste reduced and much-needed jobs created.

07 Feb 2020
Deli meat producer creates SA’s first plant-based sandwich slices

Feinschmecker Deli Meats, who have built up a formidable reputation as the market leader in speciality deli meats in South…

Deli meat producer creates SA’s first plant-based sandwich slices

Feinschmecker Deli Meats, who have built up a formidable reputation as the market leader in speciality deli meats in South Africa, has launched a range of plant-based sandwich slices under the brand name Gudness. It is the first range of its kind produced in SA.

31 Mar 2020
Sleep friendly food and beverages are the next big trend with millennials

GlobalData predicts that sleep-friendly ingredients in food and drinks are the next big trend as it aligns with consumers’ desire…

Sleep friendly food and beverages are the next big trend with millennials

GlobalData predicts that sleep-friendly ingredients in food and drinks are the next big trend as it aligns with consumers’ desire for a good night’s rest through natural methods.