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Past Meat has some new star energy behind its plant-based meat model in Kim Kardashian.
The entrepreneur and influencer extraordinaire got here on as the corporate’s first “chief style advisor” and shall be featured in a brand new marketing campaign touting her recipes for utilizing Past Meat and different artistic content material.
![Kim Kardashian Beyond Meat](https://techcrunch.com/wp-content/uploads/2022/05/Kim-Kardashian-x-Beyond-Meat.jpg)
Kim Kardashian is Past Meat’s new chief style advisor. Picture Credit: Past Meat
“I’ve been specializing in going extra plant-based and may let you know that Past Meat is my absolute favourite — I really like how all their merchandise not solely style wonderful however are additionally good for me and my household,” Kardashian stated in an announcement. “As my followers know, my fridge and freezer are totally stocked with Past Meat’s merchandise and I’m so thrilled to be featured within the marketing campaign as its chief style advisor to encourage individuals to incorporate Past Meat of their diets.”
Bloomberg reported that information of this despatched the corporate’s shares up as a lot as 7% Tuesday to $26.56 earlier than going again down to shut for the day at $22.94 per share. Additionally it is seeking to be a manner to assist the corporate reverse a few of its slowdown in progress, in keeping with current earnings experiences. In Kardashian, the corporate additionally positive factors a strong ally who’s acquainted with working with billion-dollar manufacturers and gaining publicity.
A Past Meat spokesperson stated through e mail that after seeing Kardashian as a model fan over the previous few years, it made sense to create the advisor position.
“We love her genuine and real connection to the model,” the spokesperson stated. “As an icon synonymous with impeccable style in meals, trend, magnificence and extra, Kim will spotlight the model’s scrumptious, nutritious and sustainable product portfolio together with her signature recipes and interesting artistic content material.”
The corporate’s progress wrestle comes because the meals tech business itself is seeing a little bit of a slowdown. PitchBook’s first quarter “Foodtech Report” famous that each the variety of enterprise offers (359) and {dollars} invested ($6.9 billion) had been down from the primary quarter of 2021.
Talking to that slowdown and the way it will get the momentum again, the Past Meat spokesperson stated, “As with all comparatively nascent business and class disruptor, there are going to be short-term fluctuations, however we consider the underlying fundamentals which have pushed progress within the class during the last couple of years are nonetheless in place.”
Kardashian is only one amongst a workforce of celebrities touting the plant-based meat firm, which incorporates Kevin Hart, Shay Mitchell and Snoop Dogg.
Kardashian will not be the primary to tackle a job like this. In 2019, mannequin Emily Ratajkowski, who has a clothes line, was named “chief style officer” of BABE, a glowing canned wine model. And right this moment, Simply Egg introduced that each Jake Gyllenhaal and Serena Williams invested within the more healthy egg model and are a part of a brand new marketing campaign.
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