Earth Fare Rolls Out Prime Roots’ Plant-Based Deli Line

Earth Fare has become the first grocer in the Southeast to roll out Prime Roots meat alternatives in its deli case, both companies said.

The rollout to all 18 Earth Fare locations follows a successful test of Prime Roots’ offerings in Earth Fare’s flagship store.

“Customers’ reception of Prime Roots has exceeded our high expectations,” Mitch Orland, senior vice president of merchandising and procurement, Earth Fare, told SFA News Daily. “We anticipate that Prime Roots deli meat will soon comprise 20 percent of Earth Fare’s deli meat sales, and we have just barely scratched the surface.”

Earth Fare’s Italian sub, made with Prime Roots’ Koji-Meats, is already “a local legend,” he said, noting that it is among the retailer’s top 10 highest-selling deli items.

The natural and organic grocer will carry Prime Roots’ full line of freshly sliced deli meats, charcuterie, and a selection of ready-made sandwiches, which will be available at the deli counter. Earth Fare will also carry the Prime Roots X Three Little Pigs award-winning pâtés. Prime Roots and Three Little Pigs, a maker of artisanal charcuterie and pâtés, introduced the plant-based line earlier this year in New York City. The products include Black Truffle Koji-Pâté, Koji-Foie Gras, and Harvest Apple Koji-Pâté.

Prime Roots’ deli line includes Classic Smoked Koji-Turkey, Cracked Pepper Koji-Turkey, Classic Smoked Koji-Ham, Black Forest Koji-Ham, and Hickory Koji-Bacon.

Berkeley, California-based Prime Roots uses koji, a fungal root culture similar to the mushroom root that is a key ingredient in many Japanese food products such as soy sauce and miso, to create its meat alternatives and give them an umami flavor. The products contain no nitrates or cholesterol, are non-GMO, gluten-free, and soy-free, and are also free of the top nine allergens, the company says.

Earth Fare is known for its strict policy that bans all artificial ingredients, trans fats, high fructose corn syrup, and added hormones and antibiotics in its products.

In addition to promoting the products’ healthy attributes, Prime Roots also touts its reduced environmental impact, relative to animal-based meats, including reduced water use.

“Earth Fare shares our commitment to making food choices that positively impact not only our physical health, but the health of our planet, and we are thrilled to expand our distribution and bring our deli classics to shoppers in the Southeast, for the first time,” said Kimberlie Le, co-founder and CEO of Prime Roots.

To kick off the partnership, Le will host Earth Fare’s April Fresh Forum webinar, which will explore the topic of plant-based nutrition with Prime Roots. The webinar is scheduled for April 17 at 12 noon EST.

The expansion into Earth Fare follows Prime Roots’ recent introduction in some New York delis, among other local partnerships in restaurants, cafes, and delis around the country. On the West Coast, Portland, Oregon-based New Seasons Market began offering Prime Roots meat alternatives in its deli cases last year.