Youkuai Group International, a leading 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 significant first step for both companies as they set up a burgeoning market for alternative protein products in China. To realise the mission of creating a "More Good" world and providing healthier and more sustainable dining options to consumers, Youkuai and Usource will supply its 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 different regions of North China.
Zrou, a brand created by chefs, is a favourite of top food and beverage professionals across China. Its products include ground meat, burger patties, meatballs, and chicken nuggets. In 2021 Zrou announced a strategic alliance with Accor Group to bring innovation to the hospitality industry. Zrou has been served in over 160 locations across 18 cities.
Usource is an importer, processor and distributor of all-natural fresh foods headquartered in Beijing, 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're extremely excited to roll out Zrou to our existing customers, who demand the highest quality products," said Usource's co-founder Will Kerns.
"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 incredibly excited to bring them on board and offer them to our customers. "
Usource is also incubating its plant-based cheese brand 'Grassroots', the first in China.
"Grassroots is building out its production capabilities for products including shredded mozzarella, sliced cheddar, chèvre, and dulce de leche, among others.”
Kerns continued, stating that business synergies were an essential part of the company’s corporate strategy, and Zrou would serve as a great complement to the company’s established and developing product pipelines.
"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," said Franklin Yao, Founder and CEO of Youkuai.
Yao shared that finding partners that care about the entire customer experience as much as Youkuai does, helps continue both companies down a path to addressing food safety and security, one dish at a time."
