Vegan Food Brand Now Lets You Grow Your Own Plant-Based Sausages

While meat-free alternatives are now easily available in grocery stores, vegan food brand Peas of Heaven is going straight to its plant-based roots by giving customers the chance to grow their own ‘sausages’.

The hearty produce is made out of the very peas grown by consumers. They are provided with gardening kits, called ‘The Convertor’, which contain a bag of pea seeds and instructions to grow them at home. The peas are then sent back in exchange for home-grown sausages.

Patrons can choose from a variety of sausages for the peas to be turned into.

On average, it takes 50 days for peas to grow. While it is not as quick as popping down to your local supermarket, it gives us better insight into the production of plant-based foods. The initiative provokes thought about vegan alternatives as we become involved in the process of making the food. It also makes us more mindful of the food we put in our bodies and the numerous options out there.  

A one-minute spot created by advertising agency Forsman & Bodenfors and directed by Vedran Rupic—who has directed commercials for Old Spice, Wagamama, and Samsung—sees a man floating through a field of burgers and sausages, instead of corn and wheat. As he makes his way through, he plucks some patties off of stalks and pulls sausages out of the ground. 

It is a fun nod at how comfort foods such as these do not always have to be meat-sourced and, in fact, can be something you grow yourself. 

The head of research and development at Peas of Heaven, Julia Granung, cites wanting to create a way to get people more involved in the production of plant-based foods. The company took advantage of the popularity of growing vegetables and provided a novel way of obtaining sausages.  

The project will run exclusively on social media and the peas can be obtained via the company's website. As Peas of Heaven continues to grow throughout Europe, it hopes to make the jump across the Atlantic and land in the States soon. 

The stunt shows that consumers do not need to give up good food when eating cleanly. Instead, they can have their sausage and eat—or grow—it too. 

[via LBB Online and The Stable, cover image vie Peas of Heaven]