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The Herbivorous Butcher in Minneapolis seems just like any other butcher at first glance: ribs and sausages out on display, and white-smocked butchers cheerfully serving customers.
There's just one thing missing: meat.
Yup, the Herbivorous Butcher's produce is all created with plant-based ingredients, providing handmade, planet-strong alternatives to steak and salami. There are even 13 types of dairy-free cheese available!
Kale and Aubry Walch are the brother-and-sister team behind the unique concept, created out of a sense of boredom with supermarket-sourced meat substitutes. Plus, fake "meats" are notorious for having long ingredient lists with questionable additives and preservatives included.
The offerings of the Herbivorous Butcher, on the other hand, are made from all-natural, nutritious mixes: "The base of the meats is a high-protein wheat flour … we found that by mixing various bean flours and vinegars you can create any texture or any flavour."
With over 60 products available, it's easy to see why non-meat-eaters are flocking to the Minneapolis butcher. Branding has also been an important part of selling the idea of a meat-free butcher to the public: Herbivorous Butcher products are called "meat improvements" rather than "meat alternatives" in an attempt to challenge mainstream views about people who choose not to eat meat.
Surprisingly, an estimated 60 to 70 percent of the Butcher's customers are meat-eaters wanting to make a health-conscious choice.
The Walch siblings also hope that the success of the business will help to start a conversation within the community about the environmental and health benefits of choosing a plant-based diet.
“Every day we see people that are trying to make a difference. One by one, that’s what it’s going to take.”- Aubry Walch
With plans to expand into Denver or Los Angeles, here's hoping you see a Herbivorous Butcher in your local area in the coming years!
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