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Kroger grocery stores are now testing plant based meat in a partnership with the Plant Based Foods Association (PBFA). 60 Kroger stores in Denver, Illinois, and Indiana all have displays with a 3 foot plant based meat section in with the traditional meat department.

The test went live December 9th according to the PBFA and the purpose is to measure the impact of having plant based vegan meat alternatives are sold on sale, with another objective about studying customer engagement.

Shoppers will be interviewed during the 16 weeks of this testing to track engagement and will of course track sales as well from the meat department.

Julie Emmett, PBFA’s senior director retail partnerships, wrote in a blog post:

“Our goal is to provide retailers with actionable data to inform merchandising decisions and optimize plant-based food sales. In addition to plant-based burgers and sausages, this test includes plant-based deli slices, roasts, seitan and jackfruit.”

Emmett recently headed to Denver to check out the new plant-based meat set and oversee shopper interviews.

“We are so grateful for the support of the entire Kroger team, including Kroger’s data analytics subsidiary, 84.51°,” she wrote in her post. “We look forward to turning the shopper data gained from the test into actionable insights on behalf of the entire industry!”

Kroger has over 9 million customers daily at its 2,769 locations in the United States so this is a huge step for plant based meats as well as the company.

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