In a heated editorial, the Chicago Tribune has called out Kraft Heinz’ and its BOCA brand for stagnating while competitors cater to today’s consumers. As the company onboards its new CEO, Miguel Patricio, let’s welcome him by inviting him to jump aboard the plant-powered revolution with an all-vegan brand! Send him a quick, polite email (using our sample below) asking him to ditch dairy from BOCA!

The Tribune editorial, entitled “Kraft Heinz needs a healthy dose of reinvention,” puts BOCA under fire, writing, “There have been missed opportunities. ... While Kraft Heinz was mixing ketchup and ranch to create Kranch, it let the Boca Burger brand stagnate as competing meat substitutes surged. Kraft Heinz may still be on labels in plenty of pantries, but at this point it’s a company in crisis.”

Last year, BOCA started moo-ving the brand in the right direction: Since the start of Compassion Over Killing’s campaign, and thanks to the nearly 50,000 of you who have signed our petition, BOCA has gone mostly vegan! Yet, despite the fact that ditching dairy would ‘behoof’ cows as well as consumers looking for vegan products, BOCA is still clinging to cruel dairy in its All-American burger, as well as its bowls--and it even just launched new dairy-filled skillet meals.

Meanwhile, fully plant-based competitors like Beyond Meat and Impossible are dominating the headlines. And even older BOCA competitors are starting to fuel the plant-powered revolution by dropping animal ingredients and debuting new burgers, like Lightlife’s “bleeding” vegan burger and MorningStar’s vegan “Cheezeburger.” As these companies go completely vegan and open up all their products to a wider (and rapidly growing!) market, once-household name BOCA is falling behind. 

Help Kraft Heinz’ new CEO see that consumers’ appetite for cow’s milk is curdling--and a vegan product line is the future! Send a quick email to Miguel Patricio at miguel.patricio@kraftheinzcompany.com telling him to ditch dairy TODAY (using our sample below or your own polite message)! Don’t forget to let us know about any response you receive by emailing campaigns@cok.net.

SAMPLE EMAIL:

Dear Mr. Patricio,

Congratulations on your new role! I am writing to urge you to ‘ketchup’ with veggie burger competitors like Beyond, Impossible, MorningStar Farms, and Lightlife that are dominating the market by ditching dairy from the BOCA brand. As the Chicago Tribune wrote in its recent editorial, “While Kraft Heinz was mixing ketchup and ranch to create Kranch, it let the Boca Burger brand stagnate as competing meat substitutes surged.” The demand for cow’s milk is curdling, and it’s time for BOCA to become a true leader by becoming a 100% vegan brand. Thank you.

Sincerely,
YOUR NAME