Giving Thanks for 25 Years of Tofurky
If you remember that Tofurky used to come with eight tempeh drumsticks, you might be an old-school vegan
Thanksgiving is a time of celebration for many folks in the US — unless, of course, you’re a turkey… or a vegan. Fortunately, Tofurky founder Seth Tibbott had the foresight 25 years ago to come up with a novel solution that’s no doubt been the butt of many jokes: The Tofurky Roast. This year marks a milestone for this beloved roast, as it celebrates its 25th birthday.
So what’s the secret behind its success, especially given that the plant-based market was barely in its infancy when this product was launched? You might say it’s in the sauce — , er, soy — , and with the increasing focus on sustainability among today’s consumers, the Tofurky Roast is more popular than ever.
The creation story
25 years ago, plant-based eating was far from mainstream, and vegans who came to any holiday table might only be able to eat salads and rolls. “My stepfather Seth created the Tofurky Roast so that vegans and vegetarians could feel more included at the holiday table,” says Jaime Athos, CEO of Tofurky, which is based in Hood River, Oregon. “He wanted to give them something to eat other than side dishes and help maintain a sense of…
