Akihabara News (Tokyo) – Ikea Japan has partnered up with Next Meats to serve fully vegan beef curry as part of its Sustainable Food Fair.
Next Meats is a Japanese startup foodtech venture company that specializes in creating staple Japanese dishes with plant-based meats. In this instance, it has replicated a plant-based curry and soy-based meat.
This so-called Next Gyudon “perfectly replicates texture as well as the addictive sweet and savory flavor of the real thing.”
Next Meats has already expanded into the United States, Southeast Asia, and parts of Europe.
Ikea, the Sweden-founded furniture and home appliance giant, contends that it strives for environmentally conscious efforts, of which this is one.
The Sustainable Food Fair is a pop-up store to “encourage people to try plant-based products and understand the dire connection between animal agriculture and environmental destruction.” Ikea says that it considers plant-based products as a center for sustainability, and that it plans to switch over at least 50% of its menu.
The Sustainable Food Fair is being held at nine Ikea outlets in Japan until July 11.