Said more simply, it's basically protein, fat and water. It's amino acids, it's lipids, it's trace minerals, it's vitamins and it's water. Here he is earlier this year being interviewed on Bloomberg.Įthan Brown: If you think about what meat is, and this is really where I think things get exciting, meat is a composition that is very familiar to us and it's essentially five things if you think about it at a really high level. So, Brown worked with university researchers to come up with a process that would achieve that goal. The company wanted the product, this fake meat, to have the same texture and taste as real meat. But, Beyond was working on getting a burger to the market. Kate Linebaugh: Beyond's early products were plant-based chicken tender strips and crumbled meat. Jesse Newman: So, back in 2009, Ethan launches Beyond Meat in a commercial kitchen in Maryland and they start out just by selling sort of an early plant-based product in Whole Foods' prepared foods section in just like the mid-Atlantic part of the country. Kate Linebaugh: Here's Brown talking at a conference last year.Įthan Brown: I didn't envision a world where we'd all be eating salad, but I did think about how could you skip the animal and make a piece of meat directly from plants and that just (inaudible). And, he says that that experience then sort of sparked this sort of foundational question in him about whether we as humans need animals to produce meat. area who says that he developed a love and appreciation for animals during the time that he spent as a kid on a family farm where his family was a partner in a dairy operation. Jesse Newman: He's a native of the Washington, D.C. Kate Linebaugh: That's our colleague Jesse Newman. Jesse Newman: So, Ethan Brown is this tall, bearded, 51-year-old entrepreneur. Coming up on the show, will Beyond Meat be able to get beyond its problems?īeyond Meat is the brainchild of a man named Ethan Brown, who sees plant-based meat as a way to fight climate change. Welcome to The Journal, our show about money, business and power. Kate Linebaugh: The company's plight has many wondering whether Beyond Meat and the plant industry at large have hit their expiration date. The company is losing more and more money each quarter. Jesse Newman: The list of their troubles is long. Kate Linebaugh: But, now Beyond Meat is really struggling. Kim Kardashian: I believe so much in the mission of Beyond Meat that I've stepped in to help with my greatest asset, my taste. Snoop Dogg: How did I introduce plant-based meat to my family, plant-based products to my family? I just slid it on them. Kate Linebaugh: Beyond Meat signed up major celebrities as spokespeople, like Snoop Dogg. Speaker 3: That's why his no meat burger had one of the juiciest IPOs in two decades, more than doubling its price on the first day. Speaker 2: Shares of plant-based burger maker Beyond Meat have more than doubled in their market debut (inaudible). Its initial public offering in 2019 was one of the most successful IPOs in the last two decades. And, the company has been on a meteoric rise, not just with consumers but also on the stock market. Kate Linebaugh: At the supermarket, you've probably seen Beyond Meat products. This version may not be in its final form and may be updated. This transcript was prepared by a transcription service.
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