SAN DIEGO — The Jensen Meat Company, Inc. officially announced the integration of Before the Butcher into its dedicated plant-based division on Thursday, December 4, 2025. This strategic move consolidates the company’s alternative protein operations, bringing Before the Butcher, Cool Beans, and private label co-manufacturing under a single operational umbrella titled Jensen Plant-Based Brands.
While Jensen Meat originally acquired Before the Butcher in 2019, the brand had previously operated as an independent subsidiary. This new integration formalizes the structure, aiming to streamline innovation and production across the portfolio. The company confirmed that it operates two completely separated production facilities to manage its traditional meat and plant-based lines, specifically to mitigate cross-contamination risks.
Patricia Lavigne, Executive Vice President of The Jensen Meat Company, emphasized the strategic value of this unification in the press release:
“Bringing these brands together allows us to serve an even broader range of customers while maintaining the flavor, authenticity, and quality that define Jensen Meat. We’ve built a foundation that supports both traditional and plant-based innovation, helping us meet consumer demand across every part of the protein landscape.”
Optimizing Production for a Hybrid Market
The decision to fully integrate these brands highlights a maturing approach to the plant-based sector. By combining the operational resources of Before the Butcher (known for its burger grounds and patties) with Cool Beans (plant-based wraps), Jensen is creating a diversified alternative protein ecosystem.
Industry analysts note that this consolidation allows for better resource allocation in a fluctuating market. Rather than treating plant-based products as experimental outliers, legacy processors like Jensen are embedding them into their core infrastructure. The company’s dedicated plant-based facility currently boasts a production capacity of 25 million pounds annually, positioning it as a significant player in both branded and private label manufacturing.
Why It Matters
For the CPG and manufacturing sectors, this move underscores the importance of facility segregation in hybrid processing. Jensen’s explicit mention of “separated production facilities” addresses a critical concern for retail buyers and consumers regarding allergen control and vegan certification standards.
Furthermore, this integration signals a shift in the “meat vs. plant” narrative. For a heritage beef processor founded in 1958 to formally establish a high-volume plant-based division suggests that the category has become a permanent fixture in the protein aisle. For suppliers of pea protein, spices, and binding agents, Jensen’s consolidated division represents a stable, high-volume partner capable of weathering short-term market volatility. Co-packers should also note the facility’s extensive capacity, which suggests Jensen is aggressively targeting private label contracts alongside its proprietary brands.
FAQs
When did Jensen Meat Company acquire Before the Butcher?
Jensen Meat Company originally acquired Before the Butcher in 2019 but operated it independently until this integration in 2025.
What brands are part of Jensen Plant-Based Brands?
The division includes Before the Butcher (burgers/grounds) and Cool Beans (wraps), along with co-manufacturing operations.
Does Jensen produce meat and plant-based products in the same facility?
No. The company operates two separated production facilities to prevent cross-contamination between their beef and plant-based products.
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