Beyond Meat

Plant-Based Cows: Beyond Meat

Picture this: It’s 2009, and Ethan Brown is staring at a plate of chicken. But he’s not thinking about dinner; he’s wondering if he can recreate that chicken using plants. No, he hadn’t been smoking anything unusual. He was just crazy enough to think he could revolutionize the food industry and save the planet, one plant-based patty at a time.

Fast forward to today, and that wild idea has morphed into Beyond Meat, a company that’s making vegetarians salivate and cattle ranchers nervous. It’s like the Tesla of the food world, but with fewer explosions and more protein. You are witnessing a historical revolution in slowmo (admitted, in veryslowmo):

“At Beyond Meat, we take pride in being one of the key players driving the protein revolution forward. We know if consumers don’t crave plant-based, they won’t ditch animal protein. That’s why we’re laser-focused on nailing taste, texture, and juiciness. Our innovation process? Like a casting call – tons of ideas come in, but if it’s not a game-changer, it doesn’t make the cut,” says Fabian Fuchs of Beyond Meat.

Fabian Fuchs
Fabian Fuchs

The Meaty Truth (It’s Not Just Your Waistline at Stake)

Before we sink our teeth into Beyond Meat’s succulent story, let’s chew on some facts that might be harder to swallow than overcooked steak.

The global livestock industry is responsible for 14.5% of all anthropogenic greenhouse gas emissions. That’s more than the entire transportation sector. Yes, your burger habit might be worse for the environment than your gas-guzzling SUV. Chew on that for a moment.

And it’s not just about emissions. Raising livestock requires vast amounts of land and water. Until you can enjoy your steak, an amount of 3,000L water are wasted. That’s enough to fill a swimming pool, all for a couple of quarter-pounders.

Beyond Meat
Beyond Meat

Beyond The Mess

This is where Beyond Meat swaggers in, plant-based swagger that is. Their mission? To create the future of protein – a future where you can have your burger and eat it too, without the side of guilt.

Ethan wants to show the world that we don’t need animals to make meat since we can make it directly from plants.

Here are some juicy stats bites:

  • Beyond Meat products are now available in over 80 countries.
  • Their Beyond Burger uses 97% less water, 97% less land, and generates 90% fewer greenhouse gas emissions compared to a quarter pound U.S. beef burger according to their 2023 Environmental Impact Report.
  • In 2020, Beyond Meat became the first plant-based meat company to launch an e-commerce site for direct-to-consumer sales.

In other words, your late-night fast food cravings could actually be helping save the planet. It’s like ecological redemption in a sesame seed bun.

Beyond Meat
Beyond Meat

Not Just Another Hippie Pipe Dream

Now, we know what you’re thinking. “Great, another bunch of tofu-huggers trying to take away my steak.” But here’s where Beyond Meat really separates itself from the herd:

  1. Tastes Like the Real Deal: They’ve spent years perfecting their products to mimic the taste, texture, and even the ‘bleed’ of real meat. It’s so convincing, you might need to check your burger for a pulse.
  2. Protein Packed: Beyond Meat products are the Arnold Schwarzeneggers of the plant world. A pack a protein punch that rivals their animal-based counterparts.
  3. No GMOs: Unlike some others, Beyond Meat doesn’t use genetically modified organisms. It’s as natural as you can get without actually grazing in a field.
  4. Environmentally Friendly: From production to packaging, they’re committed to reducing their environmental impact: a real love letter to Mother Nature, in burger form.
Beyond Meat
Beyond Meat

The Plant-Based Ecosystem

Beyond Meat isn’t just grilling up patties; they’re cooking up a revolution. They’re proving that you can have your burgers minus the environmental hangover. And if you doubt that this is enough for a revolution – they’re not alone in this plant-based paradise:

  • Impossible Foods: Another plant-based meat company that’s making waves. Their magic trick with molecules: Their burgers ‘bleed’ thanks to a plant-based heme.
  • Oatly: In trouble at the moment, but the first to conquer barista territory. These oat milk mavens are making dairy cows obsolete, one latte at a time. The milk for people who think cows have better things to do.
  • Just Egg: They’re scrambling the egg industry with their plant-based alternative. It’s perfect for people who love eggs but hate the idea of chicken periods.
  • Food Campus Berlin: This will be a hub where the future of food is being created. An accelerator system for the revolution we’re talking about. (Want to know more? We have a nice article about Food Campus Berlin here
Beyond Meat
Beyond Meat

Beyond Future

While Beyond Meat continues to grow faster than soy on steroids, the challenge remains enormous. The global meat industry is a $1.4 trillion behemoth, and old habits die hard.

But here’s the thing: for the first time since humans decided that chasing down mammoths was too much work, we have a way to enjoy our favorite foods without the mammoth-sized environmental impact. It’s guilt-free gluttony for all yo’ impact citizens!

And this time it is not about reducing things: Ethan says he wants meat consumption to increase, but that meat to be made from plants.

The next time you’re faced with a menu, ask yourself: Do I want my burger to come from a cow that’s been tortured since it was born, pumped full of antibiotics, and is contributing to deforestation and CO2 overkill? Or do I want it to come from plants that are helping save the planet? Do I want to be part of the problem, or do I want to be part of the delicious, plant-based solution?

The power is in your stomach. Choose wisely, because Mother Nature is watching. And let’s face it, she could use a break from all the cow burps.

Remember: Every time you choose Beyond Meat, somewhere in the world, a cow breathes a sigh of relief.

We at GICA believe in the power of innovative solutions like Beyond Meat to drive positive change in our food systems and beyond. Join our impact network and be part of the movement to save humankind, one plant-based patty at a time.

Fabian Fuchs on LinkedIn? Here!

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