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Business News Deals Live Business
Live Nation US invests in plant-based burger maker
By Chris Cooke | Published on Monday 13 June 2022
Live Nation in the US is going to be more proactively pushing meat-free burgers at its venues and festivals having invested in Everything Legendary, which specialises in making plant-based meat products. The food company will also provide the ‘featured plant-based burgers’ at Live Nation venues and festivals Stateside, including at the live giant’s House Of Blues restaurants.
Confirming all this, Tom See, CCO of Live Nation’s US venues business Venue Nation, says: “Fans create lifelong memories enjoying live music, and everything they enjoy while at the show has the potential to make that memory even better. By partnering with Everything Legendary we’re excited to bring plant-based items to our events so fans have even more sustainable options to choose from”.
In addition to ensuring vegetarians and vegans have a decent choice of food options at music events, it’s also hoped having Everything Legendary products available at Live Nation venues and festivals might encourage some meat-eating punters to try meat-free burgers for the first time.
The food firm’s co-founder Duane ‘Myko’ Cheers adds: “We’re on a mission to not just win over taste buds but also eating habits, encouraging people across the country to adopt healthier alternatives. With the investment and partnership of Live Nation we’ll be serving up our amazing flavour to millions of music fans”.
