The Better Butchers
The Better Butchers is a Vancouver-based plant-based food company founded in 2022 that sells oyster mushroom and pea protein meat alternatives — three ground SKUs and a stuffed vegan roast — direct-to-consumer and through 250+ Canadian natural-food retailers.
- Company typePrivate
- Founded2022
- HeadquartersVancouver, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What The Better Butchers does
The Better Butchers is a Vancouver-based plant-based food company founded in September 2022 by Mitchell Scott (CEO) and Celeste Trujillo (CTO). It sells plant-based meat alternatives built on a proprietary blend of oyster mushroom and pea protein across four live SKUs: three ground-meat varieties (Natural, Italian, Chorizo) and The Better Beast stuffed vegan roast. Distribution is split between direct-to-consumer via a Shopify storefront and a wholesale network of 250+ Canadian retail doors concentrated in natural-food and co-operative chains (Calgary Co-op, Healthy Planet, Goodness Me, Vita Health, Red River Co-op, among others), with stated plans to expand eastward in Canada and into the United States.
Revenue is generated through unit-priced one-time transactions both online ($8.99 CAD per pack, $50 CAD for a 6-pack box, $95 CAD for a 12-pack box, $49.99 CAD for the roast, free shipping above $200 CAD) and through wholesale to retailers. The company markets to health-conscious and eco-minded consumers and to special-occasion shoppers via a content-led funnel (blog, recipes, email newsletter, Instagram, Facebook). The Chorizo SKU won Gold at the BC Food & Beverage Product of the Year awards.
In parallel with the commercial plant-based business, The Better Butchers maintains a cultivated-meat R&D program in partnership with McMaster University, the University of Alberta, and a 4-year Genome Canada Cultivated Meat Consortium, with announced work on pig-cell immortalization, food-grade growth media, and mycelium-cultivated hybrid products. A binding letter of intent for CULT Food Science Corp. to acquire the company for shares valued at $2 million CAD (plus milestone-based shares) was signed in December 2024 and remains subject to regulatory and shareholder approvals. Co-founder Mitchell Scott previously co-founded The Very Good Butchers, which went into receivership in January 2023.
The Better Butchers firmographics
Firmographics- Name
- The Better Butchers
- Legal name
- The Better Butchers
- Website
- https://thebetterbutchers.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Better Butchers is a Vancouver-based plant-based food company founded in 2022 that sells oyster mushroom and pea protein meat alternatives — three ground SKUs and a stuffed vegan roast — direct-to-consumer and through 250+ Canadian natural-food retailers.
- Ownership category
- akta.pro rank
The Better Butchers industry classification
Industry- Product category
- Plant-Based Meat Alternatives
- SIC
- Miscellaneous Food Preparations & Kindred Products (2090)
- akta.pro primary industry
- Finished Meat-Alternative Prepared Foods (Nuggets, Burgers, Sausages, Ready Meals) (AFANAKAO)
Keywords
Where The Better Butchers is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
The Better Butchers business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: The company sells directly to consumers through its Shopify-powered online storefront. Customers purchase individual products (ground meat varieties, The Better Beast roast) or bundled boxes at listed prices. Revenue is one-time transaction-based with no subscription component.
- Retail / Wholesale Distribution: Products sold through over 250 retail locations across Canada including Calgary Co-op, Healthy Planet, Goodness Me Natural Food Market, and specialty natural food stores. Revenue flows through wholesale relationships with retailers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single ground meat packs (Natural, Italian, Chorizo) |
| Unit Pricing | Pay-as-you-go | Box of Plant Based Meat (6 packs — 2 each of Natural, Italian, Chorizo) |
| Unit Pricing | Pay-as-you-go | Big Box of Plant Based Meat (12 packs — 4 each of Natural, Italian, Chorizo) |
| Unit Pricing | Pay-as-you-go | The Better Beast – Plant Based Roast (serves 4–6 people) |
Go-to-market motion2 records
Distribution channels10 records
Marketing channels6 records
The Better Butchers product offering
Product offeringCore offering
The Better Butchers is a plant-based food company that produces and sells meat alternatives made from a proprietary blend of oyster mushroom and pea protein. Its current product line consists of three ground meat SKUs (Natural, Italian, Chorizo) available individually and in 6- and 12-pack variety boxes, plus a seitan-based stuffed vegan roast centerpiece (The Better Beast) for 4–6 people. Products are sold direct-to-consumer through a Shopify storefront and wholesale through 250+ natural food and co-operative grocery stores across Canada.
Product overview
The Better Butchers is a plant-based food company specializing in mushroom-protein meat alternatives. Their product portfolio centers on The Better Beast (a seitan-based stuffed vegan roast) and a line of plant-based ground meats available in three varieties: Natural, Italian, and Chorizo. These products are sold as individual units, in variety packs (Box), and in bulk format (Big Box). All products use a proprietary blend of pea protein and oyster mushrooms as the primary ingredients, marketed as cleaner-label alternatives to conventional plant-based meats.
Differentiator
Problem solved
Functional benefit
Brands
- Forager's Finest: The company's initial plant protein/mushroom-based product line, initially featuring 3 ground meat SKUs (Natural, Chorizo, and Italian).
- The Better Beast
Products and services
- The Better Beast – Plant Based Roast A seitan-based stuffed vegan roast designed to feed 4–6 people, positioned as a holiday centerpiece. Crafted from mushrooms and plant proteins, fully cooked and ready to heat and serve.
- Box of Plant Based Meat (Ground) A variety pack containing 2 packs each of Natural, Italian, and Chorizo ground meat flavors, made with pea protein and oyster mushroom blend, positioned as a versatile plant-based protein for everyday cooking.
- Big Box of Plant Based Meat (Ground) A bulk variety pack containing 4 packs each of Natural, Italian, and Chorizo ground meat flavors, designed for families, chefs, and bulk buyers seeking plant-based protein options.
- Chorizo Plant Based Ground Meat Bold, smoky, and spiced plant-based ground meat made with pea protein and oyster mushroom blend, authentically seasoned with chipotle and spices for Mexican-inspired dishes.
- Italian Plant Based Ground Meat Plant-based ground meat seasoned with tomato paste, parsley, garlic, and Italian spices, made with pea protein and oyster mushroom blend, designed for pasta sauces and Italian dishes.
- Natural Plant Based Ground Meat Unseasoned plant-based ground meat made with pea protein and oyster mushroom blend. Clean-label product with no added flavors or colors, designed as a versatile base for consumer seasoning.
Quantifiable outcome
- Products sold in 250+ retail locations across Canada as of mid-2026
- +3 more outcomes
Companies that use The Better Butchers
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
The Better Butchers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
The Better Butchers partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- McMaster UniversitycoreResearch collaboration and partnership with McMaster University during the company's first year. Focused on cultivated meat technology, specifically developing a method to immortalize pig cells and food-grade growth media. This partnership laid the foundation for the company's cultivated meat R&D program.
- University of AlbertacoreActive industry partnership with the University of Alberta. The company shares cultivated meat findings from McMaster as well as cell samples to further research that will narrow down the company's cultivated meat development efforts. The partnership is part of ongoing cultivated meat technology development.
- Genome Canada (Cultivated Meat Consortium)coreThe company is part of a 4-year Genome Canada project on Cultivated Meat. As an industry partner, the company tests different methodologies and solutions from professors, researchers, and engineers involved in the consortium to validate approaches before commercialization.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
The Better Butchers competitors and assessment
Company assessmentDirect peers
- Meati Foods: Meati produces plant-based meat cuts from mushroom mycelium, the closest direct technology analog to The Better Butchers' oyster mushroom + pea protein blend. Both companies are commercializing mushroom-based proteins for the North American plant-based meat category, though Meati focuses on whole-cut formats and is at significantly larger scale.
- Beyond Meat: Beyond Meat is the leading North American plant-based meat brand with broad retail distribution. Both companies target meat consumers seeking plant-based alternatives in ground and structured formats, and both compete for the same retail shelf space in grocery and natural food channels.
- Impossible Foods: Impossible Foods is a leading plant-based meat brand with direct competition in ground products, burgers, and sausages. Both companies pursue the same health-conscious and environmentally-motivated consumer with clean-label positioning, though Impossible has a meaningfully larger R&D and marketing budget.
- The Very Good Butchers: The Very Good Butchers was a Canadian plant-based butcher co-founded by Mitchell Scott, The Better Butchers' current CEO. It reached a peak valuation of ~$1B CAD as the top global IPO of 2020 before entering receivership in January 2023. It is a direct predecessor company with overlapping product formats (sausages, roasts, ground meats) and serves as both a comparable and a cautionary case study.
- Atlast Food Co. Atlast Food Co. produces mycelium-based plant-based meat products, making it a direct technology peer to The Better Butchers' oyster mushroom + pea protein approach. Both companies are developing meat alternatives centered on filamentous fungi/mushroom proteins for the North American market.
Broad incumbents
- Gardein: Gardein is an established plant-based meat brand (owned by Conagra/Pinnacle Foods) offering a broad portfolio of frozen meat alternatives including ground, strips, and roasts. It competes in the same grocery and natural food channels as The Better Butchers, with significantly more brand awareness and SKU breadth.
- Lightlife: Lightlife is a long-standing plant-based meat brand owned by Maple Leaf Foods, offering ground, burgers, hot dogs, and deli products. It competes in the same natural and conventional grocery channels as The Better Butchers and represents the incumbent plant-based competitor the company must displace for shelf space.
- Tofurky: Tofurky is a pioneer plant-based brand best known for its holiday roasts and deli slices, with direct overlap to The Better Butchers' Better Beast roast product. It is a comparable in the holiday centerpiece format and competes in the same natural food and co-op retail channels.
- Yves Veggie Cuisine: Yves Veggie Cuisine is a Canadian plant-based brand offering veggie dogs, deli slices, ground, and burgers. As a Canadian legacy plant-based brand, it is a direct geographic and channel peer to The Better Butchers in Canadian retail, with overlapping presence in co-op and natural food channels.
Emerging players
- Daring Foods: Daring Foods is a newer plant-based chicken brand focused on clean-label, soy-free products. It is a comparable emerging CPG peer in the clean-label plant-based protein category, with similar founder-driven positioning and similar retail distribution strategy in natural food chains.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Better Butchers social profiles
Digital presenceThe Better Butchers financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Better Butchers leadership team
Management profileNumber of profiles
Profiles3 records
The Better Butchers funding detail
Funding detailFunding overview
Funding rounds4 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Better Butchers M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Better Butchers
What does The Better Butchers do?
The Better Butchers is a plant-based food company that produces and sells meat alternatives made from a proprietary blend of oyster mushroom and pea protein. Its current product line consists of three ground meat SKUs (Natural, Italian, Chorizo) available individually and in 6- and 12-pack variety boxes, plus a seitan-based stuffed vegan roast centerpiece (The Better Beast) for 4–6 people. Products are sold direct-to-consumer through a Shopify storefront and wholesale through 250+ natural food and co-operative grocery stores across Canada.
Is The Better Butchers a public or private company?
The Better Butchers is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Better Butchers founded?
The Better Butchers was founded in 2022. It employs 1 to 10 people.
Where is The Better Butchers based?
The Better Butchers is headquartered in Vancouver, Canada, in the North America region.
How does The Better Butchers make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail / Wholesale Distribution.
Who are The Better Butchers's main competitors?
Direct peers on record are Meati Foods, Beyond Meat, Impossible Foods, The Very Good Butchers and Atlast Food Co.. Broad incumbents are Gardein, Lightlife, Tofurky and Yves Veggie Cuisine. Daring Foods is listed as an emerging player.
Does The Better Butchers have an API?
No public API is recorded for The Better Butchers.
What industry is The Better Butchers in?
The Better Butchers's product category is Plant-Based Meat Alternatives. Its primary akta.pro industry code is AFANAKAO, Finished Meat-Alternative Prepared Foods (Nuggets, Burgers, Sausages, Ready Meals). Its SIC code is 2090.