Notes

[alt text]

Outlined empty block letters spelling “TVP” printed over a collage of foods made with imitation meat, including sandwiches, pizza, ground meat, beans, and stir-fry. 

[transcription]

# HUNDREDS OF FOOD PROCESSORS ARE USING TVP TO MAINTAIN PRODUCT QUALITY AND CUT COSTS…

# Maybe Your Competition Is Telling You Something. 

Quite possibly your toughest competitors are users of TVP. And for good reasons. 

TVP can virtually duplicate the taste, texture, and appearance of ingredients you’re now using at about one-third the cost. Additionally, you get control over your formulation with TVP–there’s no guesswork about color, flavor, or texture. You maintain the quality and integrity of your product while reducing costs. 

That’s just for starters. TVP is also extremely high in protein. It’s available in a variety of textures and flavors. And TVP gives you a bonus you can’t get with ordinary ingredients–it absorbs the natural, juicy flavor of meat normally lost in cooking. You get a nutritious full-textured, appetizing product. 

There was a time when TVP provided a competitive edge. That may still be the case. On the other hand, using TVP may now be a matter of remaining competitive. To find out how TVP can be incorporated into your products, write:

## ADM - Archers Daniels Midland Company

## TVP The Original Textured Vegetable Protein

[additional notes]

Advertisement aligns with the same values of other textured vegetable protein ads, including cost-efficiency and sensory appeals. Additionally, the products are put in direct comparison to meat’s taste, texture, appearance, and cooking properties, to prove TVP’s competitive edge over meat from lower costs.

- Sarah Giovennella