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meat consumption and producing plant-based products that taste
like meat. Beyond Meat was founded in 2009 by its CEO, Ethan
Brown (no relation to Patrick Brown), to fi ght climate change by
developing alternative, plant-based products. The company pro-
duces and sells sausage, chicken-free strips, and beefl ess burgers
and ground crumbles. Although Ethan Brown wants to see people
give up meat eventually, he says, “We are not telling people not to
eat meat—I think that would be a massive mistake—we’re simply
suggesting that they have a new type of meat, just plant based.
. . . Once we break the code and get to the point where it’s indistin-
guishable from animal protein, I think you will see that shift.” 18
Brown’s reference to “code” means he still does not believe he
has fi gured out all the ways to make plant-based foods taste ex-
actly like meat, even though his products are successful. Beyond
Meat’s foods are sold in restaurants such as Carl’s Jr. and in some
grocery stores, but he is not satisfi ed with them. He says that the

Companies such as Beyond
Meat continue to research ways
to make their products look and
taste just like real meat.