14 Aug 2019 --- Smithfield Foods, a US-based pork processing giant and wholly owned subsidiary of Hong Kong-listed WH Group, has launched a soy-based protein portfolio under its Pure Farmland brand. This is one of the latest examples of a meat heavyweight entering the fast-growing market for plant-based protein as the trend for meat reduction continues to gather pace. The new product line, which will debut in US supermarkets in September, leverages the popularity of plant-based offerings in the growing “flexitarian” movement, according to the brand’s executives.