Plant-based protein startup Planterra Foods names Spool AOR

The company is targeting “flexitarians,” or people who want plant-based options but also eat meat.

LAFAYETTE, CO: Plant-based protein startup Planterra Foods has named Spool Marketing and Communications as its PR AOR.

Spool is helping with Planterra’s launch, working to ensure it’s “getting the foundation right and the next phase will be building our company mission and purpose,” said Planterra CMO Min Jung Tavella. 

The agency’s goal is to position Planterra as an approachable company, growing its market share with “flexitarians,” or consumers who want more plant-based products but eat animal-based products, as well. 

Planterra is planning to ship products to some stores in the coming weeks and to launch its food-service portfolio with a target market of restaurants and hotels in July. Tavella said her company is taking a supportive approach to launching its products in that sector as much of the restaurant industry is shuttered nationwide. 

“We are looking at other things as we launch into food service, like how can we help restaurants by offering free products and other things to help as they come back to business,” she said. “We want to be a business solution, a company that helps them.”

The Spool team working on the account will be led by VP Laura Schlageter and includes CEO Catherine Merritt and at least seven others. 

Planterra initially hired Spool on a contract basis, before moving to an annual retainer, Tavella said. The PR budget is 10% to 15% of the company’s overall marketing spend.

Planterra CEO Darcey Macken began the informal search by speaking to agencies in December before Tavella joined the next month. “I started on January 20 and I called Spool January 21,” Tavella said. “I realized we were six weeks away from launching the company and the brand, so I called [Spool] and asked if they were interested in coming in and they were in the office a week later.”

Spool started working for another food startup in January after EggLife Foods, which uses eggs to make carb-free versions of foods that are usually made from wheat, named Spool as its AOR. 

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