Gathered Foods, makers of Good Catch plant-based seafood alternative products, on Friday announced a raft of new celebrity investors, including Woody Harrelson, Shailene Woodley, Paris Hilton and Lance Bass, are now backing the company.

"I've been living a vegan lifestyle for over 30 years," said Hollywood actor Harrelson. "My diet has been driven by the love I have for the environment. I have known Chad Sarno for years and am a huge fan of the culinary work Chad and his brother Derek are driving in the market.

"I'm excited to work with a food brand like Good Catch that leads with taste and aligns with my personal beliefs of making a difference for the animals and our planet."

The plant-based category -- seafood and other proteins -- is now worth $5 billion (€4.1 billion) and retail sales of plant-based foods grew 11 percent in 2019 versus 2 percent for the overall retail food market, according to figures from the Plant Based Foods Association.

"As an advocate for conservation, our planet and its oceans, I work with organizations around the world to help combat climate change and protect our oceans from pollution," said US actress Shailene Woodley, known for her role in HBO-hit Big Little Lies.

"That's why aligning with Good Catch feels like a natural extension of my continued work. They are a like-minded brand that is doing their part to have a positive impact on our oceans and our planet, all while creating delicious plant-based seafood alternatives. I'm excited to see what innovative products they come up with next."

At the end of March US-based tuna giant Bumble Bee announced CEO Jan Tharp had joined the board of directors for Gathered Foods, following the forming of a joint venture with the company. Bumble Bee is working with the plant-based company on the sales, distribution and logistics for the Good Catch brand.

Gathered Foods said Tharpe's appointment "amplifies the seafood company's commitment to bolstering the next wave of plant-based proteins through products such as Good Catch, while continuing its long-term commitment to ocean health."

Good Catch products are available in over 4,500 retail outlets across the United States and the United Kingdom, with plans for additional international retail partners later this year.

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