Will vegan meat replace animal meat, just as cell phones replaced landlines? This is what the CEO of Beyond Meat says.
Meat production by raising animals is an outdated technology that may soon be replaced by more efficient alternatives such as plant-based meat, a shift that could be similar to the way landlines have nonchalantly been replaced by cell phones. Beyond Meat founder and CEO Ethan Brown spoke on the subject during a recent interview With Time magazine. “I’ve said that many times before, but nobody had to denigrate or denigrate the fixed line [when the cell phone came along]. We just developed better technology, ”said Brown.
Brown made the comment when speaking of the anti-vegan meat commercial that aired during the 2020 Super Bowl – created by a group called The Center for Consumer Freedom – which suggests that bacon is easy to spell and therefore is superior to vegetable meat. which contains a longer list of ingredients. “What bothers me is the comment on the complexity of the ingredient label. That’s sleight of hand because if I were to ask you to list all of the vitamins and amino acids and nutrients in one piece of steak, that would be a very long list that you and I could probably pronounce in half, “Brown said. “So it is a great advantage to just be able to say beef instead of listing all these technical terms. It’s mostly noise and it’s up to us to educate as well as possible. “
How Beyond Meat is made
Brown stated that making Beyond Meat “is really just a new way of making meat”. Instead of using a cow’s digestive tract that consumes grass and water and breaks it down to build muscle, the company starts with the same (plants) and extracts the amino acids, fats, vitamins and minerals and mixes them with flavor to create vegan meat. “The aroma and taste of meat are determined by over 4,000 molecules, but they are identifiable,” said Brown. “And we have all these crazy devices that allow us to separate the molecules, characterize them, and try to compare them to molecules and plants.”
At the same time, Brown points out that making vegan meat is far less harmful to the environment. While raising and slaughtering animals for food requires a tremendous amount of land, energy, and water, and creates so many carbon dioxide emissions, Beyond Meat has calculated that it uses 93 percent less land, 99 percent less water, and 90 percent fewer greenhouse gases make a burger than the meat industry needs to make the same with animals.
“We don’t see these early signs of the instability we’ve created in the climate that early,” Brown said. “The connection is 100 percent clear to people. With agricultural practices that rely heavily on water and inefficiently use water, something has to change and I think people are starting to see that. “
The growth of Beyond Meat
Beyond Meat is one of the first high-tech food companies to enter the mainstream market with products such as the Beyond Burger, Beyond Sausage and the new Beyond Chicken Tenders. In 2019, the company also went public as the first vegan meat brand, and Brown’s shares of Beyond Meat are now worth more than $ 500 million.
In recent years it has spread to global markets as well as the food service industry. This year alone, Beyond has major partnerships with McDonald’s, PepsiCo and Yum! Brands (parent company of large chains such as KFC, Pizza Hut and Taco Bell). The company also opened two manufacturing facilities in China’s eastern Zhejiang Province to produce its plant-based meat products, including vegan beef, pork and chicken, for the Chinese market, all with the aim of replacing traditional animal husbandry with its plant-based technology.