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Live Nation invests in plant-based options for its venues and festivals

Live entertainment company Live Nation has invested in Everything Legendary, a Black-owned and operated business offering plant-based meat options.

As part of the deal, Live Nation venues and festivals across the US, including all House of Blues restaurants, will feature plant-based burgers from Everything Legendary.

The company was launched in 2021 and over the last 10 months, Everything Legendary’s products have been placed in more than 3,000 grocery stores, including Public, Target, Safeway, Ralphs and others.

Live Nation will become an equity partner in Everything Legendary after investing as part of the company’s recently closed $6m (£4.8m/€5.7m) Series A funding round earlier this year. Other investors in the company include CircleUp Growth Partners, food company General Mills and American entrepreneur Mark Cuban.

Over the summer, fans at a number of Live Nation festivals, amphitheatres, clubs and theatres will be able to try Everything Legendary’s plant-based food options. The meat-free burgers have already been featured at Broccoli City Festival in Washington DC and will also be available at events such as Rolling Loud Miami, Hard Summer, Roots Picnic and EDC Orlando.

Tom See, chief operating officer, Venue Nation, said: “Fans create lifelong memories enjoying live music, and everything they enjoy while at the show has the potential to make that memory even better.

“By partnering with Everything Legendary we’re excited to bring plant-based items to our events so fans have even more sustainable options to choose from.”

Duane ‘Myko’ Cheers, Everything Legendary’s co-founder, added: “We’re on a mission to not just win over taste buds but also eating habits, encouraging people across the country to adopt healthier alternatives, and I’ve been especially proud that we’ve helped power this movement in the Black community where veganism is on the rise.

“With the investment and partnership of Live Nation we’ll be serving up our amazing flavour to millions of music fans.”