Live Nation partners with Questlove and Impossible Foods to bring consumers Meatless Cheesesteaks
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Live Nation partners with Questlove and Impossible Foods to bring consumers Meatless Cheesesteaks

Market-leading live entertainment provider Live Nation has announced that Meatless Cheesesteaks will be coming to 40 of its owned and operated venues across North America. The company is working with Redwood City’s Impossible Foods, a purveyor of plant-based, lab-grown, meat substitutes, and Questlove, the Root’s drummer and music journalist that’s branded the “Meatless Cheesesteak”.

Live Nation’s share price has soared by 30% so far this year

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Source: Yahoo Finance

The Meatless Cheesesteak is a vegetarian option (the inclusion of actual cheese means it’s not vegan) created entirely from sustainable ‘the impossible meat 2.0’ – a creation of Impossible Foods. Its inclusion should play well with Live Nation’s core audience, which tends to be younger, more concerned about the environment, and proportionally more likely to have moved on to meat-free diets.

In a statement, Questlove said: “We first tested out this product at our annual Roots Picnic music festival in Philly in 2018. Without any forewarning, we offered the Cheesesteak in our VIP area which was mainly populated with friends and family and no one believed me when I told them the “meat” was not beef, but plant-based. My team and I saw an opportunity to roll out the product on a much larger level. To have the Phillies and Live Nation as our initial partners is great as it speaks to my love for my hometown of Philadelphia combined with my love of music. However, the goal for this product is to create a global network of restaurants, venues, and retail locations where Questlove’s Cheesesteak can be purchased.”

Disclosure

Dominion holds Live Nation in its Global Trends Ecommerce Fund.


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