Plant-based food producer strikes ‘game changing’ wholesale deal
A North Yorkshire plant-based food producer has struck a partnership with Britain’s biggest food wholesaler – months after its first burgers rolled off the production line.
Myco’s deal will see industry powerhouse Brakes supply the company’s Hooba range in a move that will dramatically increase the product’s visibility.
Created using vertically farmed oyster mushrooms grown inside Myco’s UK-first production facility at Leeming Bar, Hooba is sold as burgers, sausages and mince.
The partnership will see Brakes offer the Hooba to the firm’s 20,000 customers. Myco CEO David Wood said the deal was so significant that it shifted his company “ahead of schedule” in terms of growth.
“This is a game changing partnership for Myco and has huge transformational potential for our business,” he said.
“Our Hooba range only launched this summer, but the feedback we’ve had from both customers and the industry has been immense and helped us to secure some key industry contracts.
“However, Brakes’ reach is unmatched, and we were determined to work with them. They supply 95% of the food service industry and it will mean 20,000 caterers and food service operators now have access to Hooba.”
The growth for the business comes as Myco’s own team expands, with Katie Snarska joining as technical manager.
Having worked in food technology for the past 15 years, she has been employed in technical roles for brands such as Nestle, Vale of Mowbray and Ripon Select Foods.
Wood added: “Our initial goal was to create a sustainable food production unit to create a delicious plant-based product – that target was met, and now we are excitedly looking to the future.
“This is the first step in an ambitious onboarding plan that will see further investments across the board during the next 12 months.
“And we are continuing to push to work with the meat industry, not against it. One of Hooba’s biggest benefits is how well it works as a hybrid mince and our goal is for Hooba to be a product that will help people eat less which is better for the planet.”
