The Jensen Meat Company has announced the integration of Before the Butcher, a plant-based food brand, into its expanded plant-based division, Jensen Plant-Based Brands. This consolidation brings Before the Butcher together with Cool Beans and Jensen’s plant-based co-manufacturing operations, expanding the company’s offerings in the alternative protein market.
A stronger protein portfolio
Before the Butcher, acquired by Jensen in 2019, operated independently prior to this integration. Now, as part of Jensen’s broader plant-based portfolio, the company seeks to deliver a range of protein-rich, gluten-free, and non-GMO products. The combined division includes popular items such as plant-based burgers and meatless grounds under the Before the Butcher brand, and globally-inspired plant-based wraps under the Cool Beans brand.
Patricia Lavigne, Executive Vice President of Jensen Meat, noted the strategic benefits of the integration, stating, “Bringing these brands together allows us to serve an even broader range of customers while maintaining the flavor, authenticity, and quality that define Jensen Meat. We’ve built a foundation that supports both traditional and plant-based innovation, helping us meet consumer demand across every part of the protein landscape.”
Jensen’s plant-based division is part of a long-term strategy to meet consumer demand for nutritious and high-quality plant-based products. As the company expands its product offerings, it also continues to leverage its co-manufacturing capacity to support other plant-based brands in scaling their operations.
Dedicated facilities for quality control
The company operates two separate production facilities as part of its food safety program, designed to prevent cross-contamination between its plant-based and traditional protein products. With this setup, Jensen is positioned to maintain quality standards as it grows its plant-based business. Jensen’s plant-based production facility, which produces sustainable protein at a rate of 25 million pounds annually, is part of an effort to expand its footprint in the alternative protein market.
