We make real meat.

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We make real meat.

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When you ask us about what we do, what Field Roast is, or how we make our products, we always say, “We make meat.”  Then we qualify that statement with “vegan meat” or “wheat meat”.  Wheat love and meat culture is part of what we call “Foodmaker Pride”.  This is a pride for making the best food we can possibly make, something really beautiful and delicious.  We honor and are inspired by culinary tradition.

We create foods with real ingredients that literally have roots, and that have a tradition themselves.  We use a process that was born in the butcher shops of Europe centuries ago when smoked charcuterie was a way to preserve food.   Our work creating vegan charcuterie is echoed now in standalone storefronts in Toronto and Minneapolis, which is gratifying and affirming.

After 20 years of pounding the pavement selling our wares to chefs and buyers across the country who are looking for “meat alternatives” and “fake meat”, we have finally seen the birth of the vegan butcher shop.  The vegan landscape is shifting so quickly and so fantastically it makes us so proud to be part of its evolution, and possibly part of that inspiration.

In the ever increasing cacophony of buzzwords used to describe vegan food, there is finally reclamation afoot.  Meat.  That word?  That is Field Roast.  Our friends in the industry are joining us in doing what we all must do; use the word meat to describe foods that provide protein and fat.  To arrive at the center of the plate and be called “faux” or “lesser” is a disparagement.  When you are making something fake you immediately define yourself as less. Delicious vegan meats and cheese are nothing less than the ultimate advocacy that will keep changing the world to a more sustainable food supply.

We know that saying “vegan meat” is not an oxymoron, nor is saying “animal meat” redundant.  We are in the midst of a very beneficial shift in perspective right now.  Even if you are a self-proclaimed carnivore, then you can eat vegan meat too, it’s for everyone.  In a generation, the words grain meat will feel more like soy milk coming off the tongue.  If plants equal protein, we are doing the work that will possibly save the planet.

Join us in this new vernacular for the vegan meat you eat.  Help to create this reality with your words and contemplate the new normal that is emerging.  Next up?  Meat farmers…you know, those people who grow wheat for the meat you eat.

 

This entry is filed under Field Roast, Foodmaker Pride, Wheat, Vegan meat and tagged vegetarian meat, grain meat, Field Roast products.

We make real meat.

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Mi. Nneapolis

minneapolis**

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David Wolf

Thanks - that has been corrected!

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jim

Except in Canada where the terminology was banned. Although, when I hear meat, I think of dead bodies, and when I hear cheese, I think of exploited and suffering cows. :S

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JONI NELSON

You make MARVELOUS products, but they are hard to find. I live in a town with three supermarkets, each part of a chain, and none of them carries any of your excellent products. I must travel to the next town -- half an hour away -- to find Field Roast goodies. PLEASE expand your distribution.

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Shelly H.

WOW! some of us live 2+ hrs from Field Roast. Be very thankful you're only 30 minutes away from this goodness you probably can afford to buy once a month. just saying. . .

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David Wolf

Thanks for the note, Joni! We're always growing and our hope is to be available for everyone. Most stores order based on demand, so the more people requesting our products and purchasing them once available, the more products the stores typically order. It'd be a big help if you'd ask your local supermarkets to carry our products! Have a great day :-)

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Joe

Are there any restaurants that serve any or all of your items?

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David Wolf

Hi, Joe! There are many restaurants that serve our items, but it depends on location. We try to keep our Where to Buy page updated with local restaurants that serve Field Roast products, but if you let me know the city you're in I may be able to find a restaurant for you.

Thanks,
David Wolf

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