MANHATTAN BEACH, CA: Bill Gates-backed plant-based protein food company Beyond Meat has selected M Booth as its PR agency partner.
The company, founded in 2009, chose the agency based on a recommendation by “someone in the PR world who we had high confidence in,” said Ethan Brown, founder and CEO of Beyond Meat.
Prior to bringing on the Next Fifteen agency last month, the brand worked with Boulder, CO-based boutique Talk Shop Agency for 18 months.
Brown said his company needed a larger agency as it expands its footprint nationally.
Hilary Martin, president of Talk Shop Agency, said her team enjoyed working with Beyond Meat because of the company's mission to “improve people's health, the environment, and animal welfare.”
“Beyond Meat makes outstanding plant-based foods. In terms of PR, it is always fun to work with brands that truly please and surprise famous food reporters and influencers,” she added, in a statement.
The company is planning a national launch this year for its meat-free products, which are available in specialty grocery stores such as Whole Foods.
Brown said M Booth will help Beyond Meat increase brand awareness as it launches nationally by tapping into media interest to generate buzz among consumers. The firm will also advise on social media.
Contract length and budget information were not disclosed.
In addition to Bill Gates, Beyond Meat is backed by investors such as Twitter co-founders Biz Stone and Evan Williams, the Humane Society of the United States, and venture capital firm Kleiner Perkins Caufield & Byers.
It was named one of Fast Company's Most Innovative Companies of 2014.
Earlier this month, Beyond Meat, which launched its meat-free chicken strips a year ago, began to roll out its beef-free crumbles product.
M Booth also was named agency partner for the Global Organization for EPA and DHA, the trade organization for manufacturers and marketers of EPA and DHA Omega-3 fatty acids.
The firm will handle communications for the organization that highlight the healthy aspects of Omega-3 fatty acids for the heart, brain, and infant development.
M Booth's Better4You practice, led by SVP Rich Goldblatt, is handling both accounts.