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  • Plant-based food manufacturer The Very Good Food Company (VERY) has joined forces with model, actress and animal rights advocate Pamela Anderson
  • Through the partnership, the company’s meat-alternative subsidiary The Very Good Butchers will donate 25 per cent of profits made through a related promotional offer to The Pamela Anderson Foundation
  • The Pamela Anderson Foundation, supports and funds organisations and individuals that promote human, animal, and environmental rights
  • Both groups hope the partnership will help raise awareness for plant-based diets and vegan alternatives
  • The Very Good Food Company (VERY) is up 1.32 per cent and is trading at C$1.53 per share

Plant-based food manufacturer The Very Good Food Company (VERY) has joined forces with model, actress and animal rights advocate Pamela Anderson.

The Pamela Anderson Foundation, headed by its namesake, supports and funds organisations and individuals that promote human, animal, and environmental rights.

As a result, the Foundation has been keenly interested in the emerging plant-based meat alternative market, which looks to steer consumers away from meat-based diets.

Through the partnership, the company’s meat-alternative subsidiary The Very Good Butchers is putting on a promotional offer related to partnership and will provide 25 per cent of its profits made through the promotion to the Foundation.

Both groups hope the partnership will help raise awareness for plant-based diets and animal rights.

Speaking on behalf of the Foundation, Pamela Anderson commented on the new partnership.

“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,” she said.

Meanwhile, CEO Mitchell Scott of the Very Good Food Company said the company was excited do its part to support The Pamela Anderson Foundation in its efforts to spread awareness for animal rights, and to encourage plant-based diets.


“With such a massive platform, including over 1 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,” he said.

The Very Good Food Company has performed well since its IPO in June this year at 71 cents per share. In the days following its IPO, the company shot up more than 180 per cent, due to recent investor interest in the emerging plant-based sector. Since then, VERY shares have evened out but are still trading around double its initial offer price.

The Very Good Food Company (VERY) is up 1.32 per cent and is trading at C$1.53 per share at 10:57am EDT.

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