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VFC (company)

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VFC
Company typePrivate company
IndustryVegan cuisine
FoundedDecember 2020; 3 years ago (December 2020)
FoundersMatthew Glover, Adam Lyons
HeadquartersNorth Yorkshire, United Kingdom
ProductsMeat analogue
Websitevfcfoods.com

VFC Foods is a British vegan food company that started trading in December 2020. An acronym for "Vegan Fried Chicken," it was founded by Matthew Glover and Adam Lyons in North Yorkshire, England. The company specialises in creating meat substitute products for fried chicken. Glover is the co-founder of the Veganuary movement and uses his experience in vegan activism to promote the brand.

VFC expanded during its first year of trading, growing from an online store based in York to a company supplying products internationally. PETA have recognised VFC and awarded it with their "Best Vegan Chicken" accolade.[1]

History

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VFC uses plant-based ingredients such as wheat protein to create meat substitute foods that mimic fried chicken products.[2][3] The products are coated in a cornflake crispy coating.[4] VFC is an acronym for "vegan fried chick*n".[5] The company was founded by Matthew Glover and Adam Lyons in York, United Kingdom.[5] Glover is a businessman and vegan activist who alongside his wife helped creating the Veganuary movement in 2014. Lyons is a chef and restaurateur.[5]

The idea to create the business occurred when Glover attended Lyons' restaurant, Source. Glover ordered the vegan fried chicken menu option and wanted more people to try the product. Lyons' experience visiting a chicken farm made him determined to invest in veganism and launch the business.[5] Their creation was also part of a protest against the factory farming of chickens. At the time, Glover told Maxine Gordon from The Press that "this is where food meets activism. This is our sit-down protest."[5] VFC is one of the several vegan brands created in the Yorkshire region, helping to bolster the area's economy and reputation in the meat-free food business.[6]

Glover and Lyons worked with Born Ugly to create their branding. They used their brand image to promote junk food in a positive manner. This strategy was unconventional for the food category that usually promotes itself in a righteous way.[7] The VFC packaging features stylised graffiti and vegan campaign messaging.[3] Its main retail products are vegan chicken fillets, vegan chicken bites and vegan popcorn chicken.[8] The products were initially made available for purchase online only, via their own website store.[9][5] Glover and Lyons employed a sales director to help them secure placements in British supermarkets.[5] In their first month of trading, VFC amassed forty-eight thousand pounds in sales and ran low on stock due to unexpected consumer demand.[7] In early 2021, £2.5 million was invested in the company from financial backers including Glover's own Veg Capital and the separate Johnson Resolutions.[10] In October 2021, VFC secured their first deal with British supermarket Tesco to stock their products.[11] That month, VFC won the "Best Vegan Chicken" accolade at the 2021 PETA Vegan Food Awards.[12][13]

VFC expanded to international markets. In their first year, they began selling their products in Spain and the Netherlands.[14] In September 2021, it was announced that VFC were launching their products in the United States.[4] Glover also announced that they had attracted business interest in fifty additional countries.[4] In December 2021, VFC showcased at the Plant Based World Expo in New York City as one of the anchor stands.[15][16]

VFC has become known for its animal rights advocacy and promotional stunts, attracting media attention. In addition, the brand repeatedly shares bold and humorous slogans across social media.[16] They partnered with the actor Peter Egan and carried out undercover filming to expose conditions at a chicken factory farm in Shropshire.[17] VFC have pledged to fight online harassment from anti-vegan trolls on social media. Glover has stated that engaging with trolls helped to grow the brand's profile.[18] Another publicity stunt VFC orchestrated was following only one account, the fast food chicken brand KFC on the social media platform Instagram.[18]

In 2021, the company stopped using the term "plant-based" in its marketing material, instead focusing on using the term "vegan".[19]

In 2023, VFC bought the company Meatless Farm out of administration[20] and products under that brand name will reappear in Asda supermarkets.[21]

References

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  1. ^ "Best Plant-Based Products? The PETA Vegan Food Awards 2021 In Full". Plant Based News. 20 October 2021. Retrieved 8 February 2022.
  2. ^ Foreman, Polly (10 January 2021). "Veganuary 2022: the most exciting new vegan products launching this January". Heart. Retrieved 14 January 2022.
  3. ^ a b Giliver, Liam (20 December 2020). "Veganuary founder launches Vegan Fried Chick*n company to put 'broiler farms out of business'". Plant Based News. Retrieved 14 January 2022.
  4. ^ a b c "U.K.-Based Vegan Chicken Brand Comes to U.S." QSR magazine. 23 September 2021. Retrieved 14 January 2022.
  5. ^ a b c d e f g Gordon, Maxine (1 January 2022). "KFC or VFC? York duo launch Vegan Fried Chick*n as Veganuary starts". The Press. (Newsquest). Retrieved 14 January 2022.
  6. ^ Snowdon, Ros (31 December 2021). "Vegan food and drink is a booming business in Yorkshire". The Yorkshire Post. (JPIMedia). Retrieved 14 January 2022.
  7. ^ a b "VFC - Starting a positive food revolution". Born Ugly. Retrieved 14 January 2022.
  8. ^ "Plant-based product launches & celebrity chefs featured at plant based world". Food & Beverage Magazine. 2 December 2021. Retrieved 14 January 2022.
  9. ^ Scrivo, Elettra (1 February 2021). "#NewBrandMonday: 1 February". Transform magazine. Retrieved 14 January 2022.
  10. ^ Smail, Jerome (26 March 2021). "£2.5m boost for plant-based chicken firm VFC". Food Manufacture. (William Reed Business Media). Retrieved 14 January 2022.
  11. ^ Gilbert, Helen (5 October 2021). "Vegan fried chicken alternative VFC lands first supermarket listing in Tesco". The Grocer. (William Reed Business Media). Retrieved 14 January 2022.
  12. ^ Horner, Emily (27 October 2021). "These 2 local firms have won awards for their vegan food". The Press. (Newsquest). Retrieved 14 January 2022.
  13. ^ "PETA Vegan Food Awards 2021". PETA UK. Retrieved 14 January 2022.
  14. ^ Pun, Amanda (28 December 2021). "The plant-based revolution: 10 European vegan meat alternative brands to check out". EU-Startups. Retrieved 14 January 2022.
  15. ^ "Plant Based World Expo 2021 Exceeds Expectations and Energises the Industry". Yahoo! Finance. 15 December 2021. Retrieved 14 January 2022.
  16. ^ a b "Bold Vegan Fried Chick*n Brand VFC Announces Debut at Plant Based World Conference & Expo". Food Industry Executive. 16 November 2021. Retrieved 14 January 2022.
  17. ^ "Downton Abbey Actor Peter Egan goes undercover inside chicken farm". Vegworld Magazine. 10 August 2021. Retrieved 14 January 2022.
  18. ^ a b Johnson, Holly (11 November 2021). "Simply Vegan Podcast: Interview with Veganuary's Matthew Glover". Vegan Food and Living. Retrieved 14 January 2022.
  19. ^ "Alternative fried chicken VFC snubs "plant-based" description from all marketing". .foodingredientsfirst.com/. Retrieved 11 March 2022.
  20. ^ Foreman, Polly (20 June 2023). "'We're Only Just Getting Started': VFC Set To Save Meatless Farm Amid Bankruptcy Fears". Plant Based News. Retrieved 12 August 2023.
  21. ^ "MEATLESS FARM PRODUCTS RETURN TO ASDA STORES". Grocery Gazette. Retail Gazette. 7 August 2023. Retrieved 12 August 2023.
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