Further proof of the burger’s environmental superiority over its meaty counterparts comes from research conducted by the University of Michigan’s Center for Sustainable Resources. īy bringing plant-based food out of the artisanal vegan cafes and into the mainstream market, Beyond Meat has helped raise awareness of the environmental impact of animal agriculture.Īs the company points out on its website, 51 percent of global greenhouse gas emissions are driven by livestock rearing and processing. In an interview with CNBC, Brown revealed that 93 percent of people buying the Beyond Burger are omnivores.Īccording to research by The NPD Group, 86 percent of consumers who purchase vegan products also eat meat. In fact, during an interview with non-profit organization Animal Charity Evaluators, Brown stated that it is “ meat reducers“ who are the company’s target market. While this may seem unusual for a vegan product, the very deliberate strategy is designed to make vegan food more accessible having it beside conventional protein sources makes it just another option rather than a distinct alternative. | Beyond Meat Beyond Meat and Meat EatersĪt supermarkets across the globe, Beyond Meat products are stocked alongside animal-based meat in the meat fridges. Vegans aren’t Beyond Meat’s target consumer. In the same year, Beyond Meat announced to CNBC that it aims to produce plant-based bacon and steak. Speaking to Forbes in 2019, Brown revealed that the brand intends to produce up to 30 different kinds of plant-based protein. It is constantly coming out with new products to make cooking without meat easier and tastier. The future is bright for the business-savvy company. The products will initially be available in 19 stores in Sao Paulo.Ī spokesperson for the brand said in a statement: “As the third-largest market in the world in terms of animal meat consumption, Brazil offers significant opportunity for plant-based meat adoption.” In July 2020, it announced its entry into the Brazillian market, through a partnership with grocery store chain St. The start-up’s valuation jumped from $1.2 billion to $3.8 billion.Īs of August 2020, Brown himself is worth nearly $400 million and Beyond Meat is valued at $7.7 billion.Īs well as the U.S., the UK, and Europe, Beyond Meat’s products are available across China, Singapore, and Taiwan. It was initially priced at $25 per share, it closed its first day at $65 a share, and by the end of May, shares soared to $100. In May 2019, it became the first-ever vegan meat brand to launch an IPO. In 2019, the brand well and truly hit the mainstream when it dominated headlines for its Initial Public Offering (IPO). “We hope our plant-based meats allow you and your family to eat more, not less of the traditional dishes you love,” he continued. Why do you need an animal to create meat? Why can’t you build meat directly from plants? It turns out you can. In August 2020, the brand launched an e-commerce site in order to give customers “unparalleled access to a vast portfolio of signature plant-based meats.”Īs the Columbia Business School graduate, Brown, writes on the company’s website: “At Beyond Meat, we started with simple questions.
Beyond Meat launched a plant-based burger in 2014 and perfected its porkless vegan sausages in 2018. The California-based company, founded by Ethan Brown, spent four years developing its first product (soy chicken), which hit store shelves in 2013. It’s now being served in popular chain restaurants across the world with some help from a team of prestigious, not to mention famous, investors. In the last decade, the trailblazing brand has expanded its plant-based range. Launched in 2009, Beyond Meat has come a long way since it was selling a few vegan chicken products in Wholefoods. Updated Septem| The brand making some of the meatiest vegan products around is leading a plant-based revolution to sustainable food production and beyond.
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