From Salesman to Entrepreneur: Meet Danny O’ Mallay

Danny O' Mallay, before starting his venture of plant based and sustainable food, was a salesman at Beyond Meat for 3 years and there he realized that he should explore the development side of the plant-based food businesses and infuse new products. Before initiating the brand Butcher, he started a line of plant-based meat alternatives for foodservice. To take a closer look of the market, he interacted with his daily customers and now all he wanted was more options to expand. The Butcher began with plant-based alternatives to chicken chunks and beef shreds. Today, the line-up includes vegan versions of burgers, patties, crumbles, ground sausage, chorizo and pulled pork. The Entire range of products are soy based, initially pea protein was decided as the main hero but they swapped it to soy as pea protein can have a bitter taste that requires more ingredients or processes to counteract.

Mallay publicised recipes and production processes as a marketing strategy. Butcher's products therefore got a remarkable launch. Restaurants and other foodservice channels have dramatically increased the number of plant-based items on their menus. Shipments of plant-based proteins to US foodservice outlets rose 20% in 2018, according to NPD Group. Earlier this year, Butcher was acquired by private-equity investors Jeff and Gregg Hamann, who also own a beef manufacturing company called Jensen Meat Company. The vegan UNCUT line-up is going to get its great launch in retail with four products – burgers made to taste like beef, chicken and turkey, and a soy-based breakfast sausage patty that won a FABI award at this year’s National Restaurant Association show.

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