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Plant-based eating is about to go BIG in a BIG way – Beyond Meat
Plant-based eating is about to go BIG in a BIG way – Beyond Meat, a Los Angeles-based vegan meat alternatives company, is looking to enter public trading with a bang with it’s filing for an IPO at $100 million USD. Although viewed as only a stepping stone initial offering, the company has already cornered the plant-based-protein market – not to be sneered at with an industry value set to reach $6.5 billion by 2023 – with its range of burgers, substitute chicken and sausages. This is a special milestone for the plant-based lifestyle movement![/vc_wp_text][vc_single_image image=”26074″ img_size=”full” alignment=”center”][vc_wp_text]
The meteoric rise of Beyond Meat has had some big help from celebrity endorsements the like of Green juggernaut Leonardo DiCaprio. That clout has only been pushed further with personal investment from big hitters like Bill Gates:
“I couldn’t tell the difference between Beyond Meat and real chicken”
And it’s not just names that are picking up on the Beyond Meat craze, the market seems to be growing with every new product offering. This year alone, Beyond Meat raked in a cool $56.4 million by labor day, a 167% increase from the same period in 2017.
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Based on a pretty minimal ingredient list featuring recognizable ingredients like pea protein, Beyond Meat has relied on cutting-edge lab techniques to naturally extract and formulate its base components. The biggest claim to fame: plant-based eating bloodiness, created from beets and other vegetable sources their vegetarian heme (the oxygen-carrying compound in blood) really makes the illusion complete:
“you won’t know the difference between that [Beyond Meat] and chicken. I didn’t, at least, and this is the kind of thing I do for a living.”
-Mark Bittman, The New York Times
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Already available in 27,000 grocery and restaurant locations nationwide (Albertsons, Kroger, Wegmans, Whole Foods, Bareburger, and TGI Fridays) and a further 50 chains globally- from Tesco in the UK to A&W in Canada- the IPO marks a profound shift in the global attitude toward eating animals.
From our perspective here at The GreenLine (HUGE fans of Beyond Meat, for the record), this move shows that given easy access and availability of greener plant-based eating options, consumers are ready and engaged to make a difference. From environmental concerns, animal welfare and efficiency of global food production, it looks like people are ready and willing to make big changes. Plant-based eating is about to go BIG in a BIG way – Beyond Meat is paving the way.
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