For the month of October, the Pamela Anderson Foundation and Canada’s vegan butcher shop The Very Good Butchers (VGB) will work together to promote animal-rights and plant-based foods. Throughout the month, VGB will share a portion of its sales with the foundation—which was created by vegan actress Pamela Anderson to support her fight for animal rights. “It is a thrill to have my foundation associated with a butcher: a 21st-century butcher who uses technology to create plant foods that help animals, human health, and our planet,” Anderson said.
Founded by couple James Davison and Tania Friesen in 2016, VGB grew from selling its vegan meats and cheeses at local farmers markets to a storefront in Victoria, BC in 2017. Within four months, VGB expanded to a larger storefront at the Victoria Public Market where it sells burgers, subs, mac and cheese, and loaded fries made with its products. The company’s vegan meats—such as ribs, bangers, and pepperoni—are also now available at retailers across Canada and as part of a subscription butcher box.
In October, customers who use the code “Pamela” for VGB purchases will receive a 10-percent discount and 25 percent of sales from these purchases will be donated to Anderson’s foundation. VGB will also launch specially marked packages at retailers and donate 10-percent of sales from these packs to the foundation. “We’re really excited to be able to do our part to support The Pamela Anderson Foundation in its efforts to spread awareness for animal rights, and to encourage plant-based diets,” VGB CEO Mitchel Scott said. “With such a massive platform, including over one million followers on Instagram, Pamela is a powerful change-agent, and we’re honored to have the Very Good Butchers brand be featured as part of her campaign.”
In June, VGB began trading on the Canadian Securities Exchange under the ticker “VERY,” and within days its stock skyrocketed by 800 percent. The company is currently expanding to the United States, a move supported by $8.5 million that VGB raised in the closing of oversubscribed funds from its public offering.