As happens with many consumers, many companies are increasingly aware that a shift from animal protein to vegetable protein is underway. In recent years, many ‘meat companies’ have started to produce meat substitutes or have enlisted the help of external partners to add a vegetarian variant to an existing range of meat products. About two years ago, we entered into a partnership with our neighbor HAK. Together we are established in the small North Brabant village of Giessen. As you may know, HAK does not offer meat products, only legumes and vegetables. HAK was interested in bringing to the market some meat substitutes based on legumes and thereby represent the brand on the meat substitute shelf as well. In the winter of 2016, we organised a winter BBQ and tasting session together and discussed the first product ideas. A constructive cooperation started, which led HAK to announce as early as in May 2017 that they would be making the step to the refrigerated section. 
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