A Victoria-based plant-based "meat" company has a new charitable partnership with model and actress Pamela Anderson to support animal rights and vegan eating.
The Very Good Food Company produces and distributes plant-based meat alternatives under the Very Good Butchers Brand. Founded out of the Denman Island Farmers Market, it operates in the Victoria Public Market in the Hudson Building and wholesales to dozens of stores across Western Canada.
Anderson, a Ladysmith native, runs the Pamela Anderson Foundation supporting organizations and individuals protecting human, animal and environmental rights.
“It is a thrill to have my foundation associated with a butcher: a 21st century butcher who uses technology to create plant foods that help animals, human health, and our planet,” Anderson said in a statement.
CEO Mitchell Scott said the Victoria company was excited to do its part to support the foundation in its efforts to spread awareness for animal rights and plant-based diets.
“With such a massive platform, including over a million followers on Instagram, Pamela is a powerful change-agent, and we’re honoured to have The Very Good Butchers brand be featured as part of her campaign.”
For the month of October, the company will run a promotion on The Very Good Butchers online store. Any customer that uses the discount code “Pamela” will see 25% donated to the foundation.
In addition, The Very Good Butchers will be releasing a number of specially marked packages of plant-based meat into retail stores, with 10% of proceeds donated to the foundation.