“We learned one thing going into the most difficult retail market in the world, Germany, which is that price matters. Under such an arrangement, Planted would manufacture its fermented “muscle” in bulk, with local partners carrying out further processing and product development. According to Bieri, alt meat sales in Austria and Italy are also growing, while Switzerland is broadly flat. The addressable marketDespite recent challenges across plant-based meat, Bieri remains optimistic, although he expects further consolidation. Planted does not view itself as competing only within plant-based meat, he added, but within a broader protein market that will increasingly include animal, plant-based and cell-based products.