When you gather around the table for Thanksgiving this year, there may be a Tofurky in the middle. The plant-based turkey alternative continues to grow in popularity, as more holiday feasts become vegan or vegetarian. Tofurky shared that it sold its five millionth Thanksgiving roast.
Seth Tibbott created Tofurky in 1980 to give vegans a protein alternative at Thanksgiving feasts. Originally made only from tofu, the recipe has changed over the years, and today's Tofurky is a blend of tofu and wheat. The Tofurky Thanksgiving roast includes wild rice and breadcrumb stuffing inside. The preparation is somewhat similar to a meat turkey and requires thawing the roast in a refrigerator for 24 hours before cooking. You can even roast, baste and carve a Tofurky.
When discussing the five millionth Thanksgiving roast, Tofurky's head of marketing Erin Ransom told Fortune, "That’s five million times somebody took a personal risk to show up to a Thanksgiving meal with something that was weird. It's five million times that somebody put the roast on the table and said 'Try it with me—and if you like it that's cool. Maybe there's more for you in this way of eating.'"
Considering the growing interest in plant-based diets, it is not surprising to see Tofurky sell its five millionth roast. Vegan Thanksgiving recipes were a top Google search this year and doubled compared to last year. In the U.S., the number of people who identify as vegans reached 6% in 2017 compared to 1% in 2014. Consumers who want healthier options with less fat are also becoming more aware of the impact of the meat industry, so they are turning to protein alternatives.
Roasts made from tofu are not the only vegan options that are filling shopping carts and Thanksgiving tables this year. For example, the vegan Field Roast Hazelnut Cranberry Roast is made with wheat gluten, hazelnuts, crystallized ginger, rosemary and cranberries. Trader Joe’s Breaded Turkey-less Stuffed Roast with Gravy is filled with ancient grains and soy.
However, if you are looking for the best way to prepare your Tofurky roast, you may want to take Tibbott's advice. "Put it in a Crock-Pot with onion soup mix and cranberries—just put it there and baste it now and then. After a couple of hours, there's a moist, delicious roast in there. I also like to smoke a Tofurky roast," Tibbott told Glamour.
Whether you end up at a Thanksgiving table with a turkey, Tofurky or another meat alternative, be grateful. The food may be in the center, but the people around you matter more.
