Meatless Farm diverts social spend to promoting foodservice partners

Plant-based meat brand Meatless Farm has announced it will dedicate its social media budget to promoting its foodservice partners during hospitality's reopening stage.

Its budget, which is traditionally put towards promoting the brand on social media, will be rerouted towards promoting its restaurant, pub and café partners, encouraging the public to visit and help support the industry as indoor dining returns.

The brand will also be dedicating its Instagram page, with 116,000 followers, to promoting its partners, such as Rola Wala in Leeds and Dirty Vegan in London.

Ben Davy, Meatless Farm's culinary development chef, said: "This marks a hopeful and optimistic time for the hospitality industry as we can get back to doing what we know and love. We want to support this sector as much as we can and we're hoping using one of our most powerful assets, our social media, is going to create real impact."

The brand is welcoming operators to get in touch via their contact details on their website or Instagram.