Youkuai Group International, a major plant-based food company in China, has agreed to a strategic partnership with Usource, a Beijing based food distributor, to expand the availability of plant-based meat products across North China.
The strategic alliance is a major first step for both companies as they are set to capitalise on the burgeoning market for alternative proteins in China. In order to realize the mission of creating a ‘Better’ world and providing healthier and more sustainable dining options to consumers, Youkuai and Usource will supply diverse range of Zrou plant-based meat products to top diners, breweries, hotels, and other food outlets across Beijing and Tianjin, as well as in other regions of North China.
Zrou, a brand owned by Youkuai and created by chefs, is a favourite of top F&B professionals across China. Some of its best-known products are ground meat, burger patties, meatballs and chicken nuggets. In 2021, Zrou announced a strategic alliance with Accor Group to bring its innovative products to the hospitality sector. Zrou has already been served in over 160 locations across 18 cities, from school and corporate canteens to 5-star hotels and restaurants.
Usource is a Beijing-headquartered importer, processor and distributor of all-natural fresh food products whose clients include hundreds of leading hotels, restaurants, supermarkets, and e-commerce platforms. Previously, Usource was a distributor for Zhen Meat and Beyond Meat in Northern China. “We are extremely excited to roll out Zrou to our existing customers, who demand the highest quality products,” said Will Kerins, Usource’s Co-Founder. “Zrou’s brand and products have been on our radar since they started, and we believe their latest product iterations are the tastiest in the market. Given Zrou’s product quality and brand strength, we’re extremely excited to bring them on board and offer them to our customers.”
Usource is also developing its plant-based cheese brand ‘Grassroots’, the first of its kind in China. “Grassroots is in the process of building out its production capabilities for products including shredded mozzarella, sliced cheddar, chère, and dulce de leche, among others,” added Will. “Business synergies are an essential part of our corporate strategy, and Zrou will serve as a great complement to both our established and developing product pipelines.”
Meanwhile, Franklin Yao, Founder and CEO of Youkuai said, “This is the start of a new food movement, and it’s going to be driven by better products at great value for the Chinese customer. Finding partners that care about the entire customer experience as much as we do continue us on a path to addressing food safety and food security, one dish at a time.”
