Field Roast Sets Vegan Rules for Acquisition

Last week, vegan brand Field Roast released a “Vegan Policy Affirmation” to mitigate the concerns consumers had regarding its recent $120 million acquisition by Canadian meat company Maple Leaf Foods. The document—which has been reviewed and approved by Maple Leaf—was prepared last week during a meeting held by Field Roast Founder David Lee and the company’s concerned vegetarian and vegan employees. The policy consists of nine points that Maple Leaf to which must adhere, including that Field Roast products must remain vegan, with animal-product processing or animal ingredients strictly prohibited from its facilities. Furthermore, Lee demanded that all animal-derived foods cannot be cooked in Field Roast break rooms, that its company-sponsored food functions remain vegan, and that Field Roast products given as samples at trade shows do not contain animal products as accompaniments—with a strong preference not to sample Field Roast products near those that contain animal ingredients. Lee also stipulated that social media marketing of Field Roast will not involve animal products in photos nor will company donations be given to organizations that are not aligned with Field Roast’s vegan mission. Finally, Lee demanded that all furniture and materials within Field Roast’s offices must remain vegan.