New Plant-Based Brand Launches with a First-To-Market Beet Jerky

November 7, 2022 - 5 min read

*THEO’s Plant-Based is Bringing Vegetables and Nutrition Back to The Forefront of Plant-Based Foods *

Chicago, IL (November 7, 2022) - THEO’s Plant-Based has entered the $7 billion plant-based food space with a focus on honoring vegetables for what they already are – tasty, nutritious, and planet-friendly. By creating Certified Organic, better-for-you plant-based meats that deliver on both flavor and nutrition, THEO’s is on a mission to lead the world into a cleaner, more nutritious and sustainable food system where vegetables are once again the leading ingredients in plant-based cooking. The brand soft-launched on August 17, 2022 with its premier product, a first-of-its-kind BEET Jerky, and has plans to roll out additional lines of vegetable-forward fare in 2023 and beyond. 

With a commitment to helping people eat more vegetables through the development of innovative, vegetable-forward products, THEO’s is putting plants back at the center of plant-based eating. While early innovators have made significant strides in shifting the global narrative around plant-based products, due to their focus on creating meat-mimicking tastes and textures, there is still a gaping hole in the industry – health and nutrition. THEO’s envisions a future where organic, regenerative vegetables are at the center of the plate – and where neither taste nor nutritional value are compromised. The vision of Co-Founder Theo Mourad, who observed the need for a brand that delivers the delicious vegetable experience he was used to creating as a cook in one of the world’s most respected farm-to-table restaurants, THEO’s was born.

“We are thrilled to officially bring our brand to market, beginning with our delectable BEET Jerky,” said Mourad. “Our goal is to actively change the way people think about plant-based foods by showcasing vegetables to be savory, delicious plant-based meats that are also clean and genuinely healthy.” 

“We are equally as passionate about supporting the environment,” added Co-Founder Aaron Brodkey. “THEO’s stands for high-quality, real, vegetable-forward, organic, and plant-based food, but we go beyond these adjectives to always pursue better quality and sustainability in the products we create. We support vegetable farmers who respect and maintain the environment, and everything we do is rooted in sustainability through our supply chain, manufacturing, packaging, and more.”

Childhood friends whose paths continued to cross into adulthood through their shared passion for plant-based food, Mourad and Brodkey teamed up to bring THEO’s to life. Mourad brings 10 years of experience in the food industry, having most recently worked in the kitchen of Blue Hill at Stone Barns, the world-renowned two-starred Michelin restaurant in New York’s Hudson Valley. Throughout his tenure in the industry as a cook, farmhand, volunteer, and student, he became fascinated in the relationship between farming, cooking, and food. Brodkey, who holds a degree in sustainable food systems, has worked in the plant-based food space for nearly five years, most recently serving as Program Manager at Big Idea Ventures, the most active alternative protein VC and accelerator. 

THEO’s products are masterfully developed with chef-driven techniques that result in superior flavor and texture. At the core of each recipe are Certified Organic, minimally processed, gluten-free, Paleo, vegan, whole vegetable, and nutrient-rich ingredients. THEO’s BEET Jerky is crafted from organic beets and curated spice blends, which is available in three flavors: Sea Salt & Cracked Pepper, Sesame-Ginger Teriyaki, and Savory BBQ. 

BEET Jerky is currently available for pre-order online at and will be available in select specialty shops throughout the Midwest and Northeast regions, including Whole Foods Market and Pop Up Grocer, in Q1 of 2023. THEO’s products will also be available to order on a number of top-tier e-commerce retailers including Amazon in early 2023.

In Summer 2022, THEO’s was selected by Whole Foods to participate in their coveted accelerator program as the only Midwestern brand within its cohort. The program offers mentorship directly from Whole Foods experts, tailored education for small and emerging producers, the potential for financial support to promote business growth, and placement on the shelves of the brands’ home city’s Whole Foods Market stores, with opportunities for regional and national expansion. 

In 2023, THEO’s will bring to market more innovative, clean recipes rooted in the brand’s organic, vegetable-forward ethos. Upon launching, the brand will participate in 1% for the Planet, a global organization that accelerates smart environmental giving, and will donate at least 1% of their annual sales to further healthy food access in Chicago.

For more information on THEO’s Plant-Based, please visit and follow along @theosplantbased on Instagram.


About THEO’s Plant-Based

THEO’s Plant-Based is a new brand of chef-crafted, vegetable-forward products that honor vegetables for what they already are – tasty, nutritious, and planet-friendly. Having soft-launched in August 2022, THEO’s is focused on elevating vegetables and putting plant-powered nutrition back to the forefront of plant-based products. By creating Certified Organic, better-for-you plant-based meats that deliver on both flavor and nutrition, THEO’s is on a mission to lead the world into a more flavorful, healthy, sustainable, and just food system. THEO’s inaugural product is BEET Jerky, a first-of-its-kind, savory snack set to shake up the coveted jerky category with three delicious flavors: Sea Salt & Cracked Pepper, Sesame-Ginger Teriyaki, and Savory BBQ.

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