The vegetarian butcher

Together with The Vegetarian Butcher, Pruvé developed the vegetarian sausage roll and placed it on the market. The Vegetarian Butcher brand distinguishes itself from others using a new generation of meat substitute that is, according to top chefs and culinary journalists, indistinguishable from real meat. A tasting panel rated our vegetarian sausage roll as 8.5/10 in a test comparing it to sausage rolls made with real meat! This was the highest score! The sausage roll is made with butter, the lightest puff pastry and has a filling of meat substitutes based on delicious legumes.

After the incredible success of the sausage roll, a range extension was inevitable. A vegetarian empanada and Dutch frikandelbroodje have now been added to the range. A vegan snack has also been developed; the vegan Dutch satébroodje, which is doing very well in the market. In 2017, the vegan Dutch satébroodje won the PETA Vegan Food Award as best vegan sandwich.

The Vegetarian Butcher is the brain child of Jaap Korteweg. Korteweg is a 9th generation arable farmer who became a vegetarian himself at the time of the swine fever epidemic. He decided to develop meat substitutes with a taste, bite and structure that are indistinguishable from meat. In five years the concept has grown from a single point of sale in The Hague to more than 2,600 sales points spread across the Netherlands, Belgium, Portugal, Spain and Norway. This is through independent fresh specialists, health food stores and supermarkets including Jumbo, Albert Heijn, Coop, Delhaize and EkoPlaza. In 2019, Unilever acquired The Vegetarian Butcher to market the assortment internationally.