The Very Good Butchers

The Very Good Food Company Inc. is a Canadian plant-based food technology company that produces nutritious and delicious plant-based meat and cheese products under its core brands: The Very Good Butchers and The Very Good Cheese Co. Founded in 2016 by Mitchell Scott and James Davison, the company started as a small stand at the Denman Island Farmers' Market in British Columbia. The Very Good Butchers creates a range of plant-based meat alternatives using real ingredients such as beans, vegetables, herbs, and spices. Their product lineup includes burgers, sausages, ribs, steaks, deli meats, and cheese alternatives.

The company's offerings are divided into two main product lines: the original "veggie-forward" line, which appeals to vegetarians and vegans, and the Butcher's Select line, launched in September 2021, which targets flexitarians seeking a more meat-like experience. In February 2022, The Very Good Food Company announced the introduction of new plant-based ground meats, A Cut Above Pork and A Cut Above Beef, expanding their offerings in the refrigerated plant-based meat subcategory.

The Very Good Food Company has experienced significant growth since its inception. In March 2022, the company reported monthly sales reaching a record high of USD 1 million. However, the company has faced financial challenges, reporting a loss of CAD54.6 million (USUSD 43.6 million) for the fiscal year 2021. In April 2022, the company announced a shift in strategy, focusing on balancing top line growth with profitability, and undertook measures such as reducing headcount, pausing non-critical capital investments, and cutting production due to excess inventory.

Key customers and partnerships

The Very Good Butchers products were available in over 2,000 stores across North America. In Canada, the company's products are sold in major retailers such as Whole Foods, Save-On Foods, Thrifty Foods, and Farm Boy. The company also expanded its retail presence in the US, with products available in approximately 400 to 500 stores as of January 2022.

In May 2022, The Very Good Food Company announced increased retail distribution across Canada with Loblaw Companies. The company's products, including items from the Butcher's Select line and new plant-based BBQ Ribs flavors, became available in select Real Canadian Superstore and Loblaws locations across Canada. This expansion was in addition to the company's existing presence in other North American retailers.