Transformation in Latin America

By Carmela Vecchione

Mariana Tunis, marketing director at Fazenda Futuro, discusses changing attitudes to plant-based ‘meat’ in Latin America.

LATAM has always been considered a region of heavy meat eaters, from Brazilian barbecue houses to Argentinian steak. What are the main drivers behind the rise of plant-based meat substitutes in this territory, as you see it?

Before Fazenda Futuro’s launch in 2019, there were no plant-based players in Brazil. Surprisingly, over the years we’ve learned that the main driver for plant-based ‘meat’ consumption is health. Because they don’t contain cholesterol, people understand our products to be better for them. After health come the environment and animal cruelty issues. LATAM is more conscious about these issues and people are acting on them now they see the option on the shelves. What we also notice is that options like ours are successful because they give customers an artificial taste of meat that they miss when turning to vegetarianism or veganism. We are able to keep consumers loyal to their personal and societal commitments without having to let go of their taste buds.

Key takeaways

• Fazenda Futuro (Future Farm) is a Brazilian food tech company recreating the taste of meat with plant-based ingredients. It now operates in 30 countries
• In late 2021, the start-up held a funding round valuing it at BRL2.2bn (£368.7m, $426.4m, €429.8m)
• The number of self-declared vegetarians in Brazil has nearly doubled over a six-year period, according to a poll by the research firm Ibope. Some 30m people, or 14% of Brazilians, reported being vegetarian or vegan in 2018
• Almost half (49%) of Brazilians are reducing their consumption of animal protein (source: The Good Food Institute (GFI))

Globally, Gen Z are more likely to be vegan or vegetarian. Does that apply to LATAM? What’s your understanding of who is leading the way in eating plant-based food? Was there a particular trigger that prompted this move?

We see a clear progression when it comes to our relationship with food. We had Baby Boomers very keen on a full, varied diet. Gen X were very practical, as we had the rise of fast food. Millennials faced a boom in gourmet meals, where everything was being made to look fancier than it actually was. But now, Gen Z are bringing change as their motto. They’re after ‘me moments’, where they can rewind from trying to change the world. They love hamburgers, but they need options that meet their requirements and answer their worries about the environment. They’re pro-Earth and they want to take care of it. Gen Z are definitely making a positive impact. They’re carrying the plant-based flag around and changing shopper behaviour – their parents are still the ones making the purchasing decisions, but they are influenced by their children.

The brand's affiliation with Anitta (the Brazilian singer) is a very powerful move; she's gone worldwide and has been keeping political tabs up and running on her personal platforms. What was the response to her becoming a partner and launching her product line? Do you see this type of marketing driving stronger responses from LATAM consumers?

We understand that in LATAM, many people might not be able to afford meat due to financial difficulties. What can Fazenda Futuro do to help ease rising food costs? How does the brand stand in making its product accessible?

Our main issue here is that meat is much more affordable than our plant-based options. It doesn’t mean meat is cheap – but when it comes to a household environment with four people to feed, one tray of two plant-based burgers becomes too expensive and therefore not manageable. That brings us back to Anitta. When we were developing products with her, we aimed to democratise our offering. We opted to launch a Future Party line, an enjoyable option meant for sharing and a great opportunity to try our products for the first time. Each product comes with a reasonable portion per person, making it more sustainable for a group of people.

What’s next for Fazenda Futuro? What trends are driving the brand to create a better, more sustainable future?

We have a very strong active listening channel with our customers; we hear them and address what they’re asking. We thrive on transparency and are proud to have a very honest relationship with our customers. All of our actions are based on believing that eating is a connecting act. It isn’t about the individual only, but the collective. A meal has the power to bring people together, to create this environment of collaboration and belonging, and that is what we are working towards. We are always improving our plant-based options to resemble actual meat flavours, and adding proper nutrition to our products – for example, adding Omega 3 into our plant-based ‘tuna’ – and learning how to make the packaging more sustainable. It’s about collectivism, and we hope to guide our customers to creating a positive impact.

Strategic opportunities

• The road towards sustainable eating in LATAM is progressing. To smooth the path, an educational foundation is much needed, so prioritise investment here in your brand strategy and media communications
• A deeper understanding of regional demographics can help diversify your portfolio, as well as adjusting product offerings to fit consumer behaviour and income level. Focus on making your brand a viable option for everyday consumption