How Vegan Supported by Bill Gates Beyond Meat Wins Meat Eaters



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Whatever your enjoyment, targeting meat eaters is a wise choice – they are much more numerous than vegans and vegetarians. According to a survey conducted in 2017 by Gallup, only 5% of Americans would identify as vegetarians and 3% vegans. These numbers have not changed much in the last decade.

According to Brown, the company found that 93% of consumers in conventional grocery stores who buy Beyond Meat also put their cart in animal meat. "So they buy not only herbal meat, but also animal meat, which is a breakthrough for us," Brown told CNBC Make It.

Improving product quality through brands such as Beyond Meat, James Kenji López-Alt, chef / partner of the Wursthall restaurant in San Mateo, Calif., Told CNBC Make Point.

"Tens of millions of dollars have been invested in researching this product to make it better and more realistic, and I think we're at 99%," he said. CNBC Make It. "It's close enough for people who eat it to eat it in the same way as real ground beef."

In addition, he says, prices have "dropped dramatically" to about the same amount as meat. (At the Bareburger restaurant in Hell's New York Kitchen, a $ 12.95 Beyond Burger costs $ 11.99 and a comparable beef burger.) At the grocery store, Beyond costs about $ 5.99 for two patties, while four Wegmans patties sell for about $ 5.44 online.)

Beyond that, Beyond Meat has become a big company.

Beyond Meat products can be found in more than 32,000 grocery stores including Kroger, Safeway, Publix, Target and Wegmans. And Beyond Burger offers menus from Friday to Friday and Del Taco at Hamburger Mary's Bar and Grill, as well as at the upscale Ruhlmann brewery in New York; they are served in Ohio State universities at Harvard and even in theme parks like Legoland.

While TGI Fridays refuses to share sales data, David Spirito, Senior Director, Innovation in Food and Beverages, told CNBC Make It that some of his guests came on Friday specifically for the Beyond Burger.

And hamburgers are not the only "meat" herbal sold by Beyond Meat. She also sells sausages, chicken strips and beef crumbs and prepares other products.

"We want to make bacon, we want to make steak, we want to make the most complex and beautiful meat cuts," said Brown.

In November, Beyond Meat filed an initial public offering of $ 100 million, reporting an increase in its revenues of 56% (to $ 56.4 million) for the nine first months of 2018 compared to the same period in 2017.

The company has grown from $ 4.8 million in 2011 to $ 550 million in November 2017, when Beyond Meat closed its last round of financing ($ 55 million), according to the company. data on the PitchBook private market. In addition to Gates, DiCaprio and Tyson, notable investors include Biz Stone and Twitter co-founders Evan Williams, Seth Goldman, founder of Honest Tea, venture capital firm Kleiner Perkins and the Humane Society of the United States.

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