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Past Meat revamps its retail technique, hires new advertising government

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Past Meat Inc.

 is revamping its retail gross sales technique to middle on 5 main grocers and hiring a brand new advertising government as a part of an effort to reinvigorate the plant-based meals maker’s enterprise.

The California-based firm is orienting its retail enterprise round Kroger Co.
Walmart Inc.
 Publix Tremendous Markets Inc., Costco Wholesale Corp.

and Amazon’s

Complete Meals Market, in line with inside firm shows and paperwork. Past is working to streamline its operations and reverse declining gross sales. 

Past mentioned Thursday that it’s hiring Akerho “AK” Oghoghomeh to guide the corporate’s world advertising efforts. Oghoghomeh is becoming a member of Past from energy-drink maker Purple Bull North America, the place he oversaw promoting and different initiatives for Purple Bull’s U.S. enterprise, in line with a Past spokeswoman.

It’s a troublesome interval for Past, the pioneer of plant-based burgers, which goal to intently mimic the style and texture of beef. Gross sales of the corporate’s imitation-meat merchandise have fallen whereas its losses have grown. The corporate misplaced a number of prime executives and a whole lot of staff by layoffs final yr, and its chief model officer departed in January. Past’s inventory is down 68% within the final yr, although it has risen 37% over the previous three months.

Throughout U.S. grocery shops, gross sales of meat substitutes have fallen. Within the 52 weeks ended Jan. 1, gross sales of fresh-meat options dropped 15% by quantity whereas gross sales of frozen variations fell 3%, in line with market-research agency IRI.

An expanded model of this report seems on WSJ.com.

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