Beyond Meat’s CEO, Ethan Brown, shares the company’s resilience in the face of criticism and its commitment to creating healthier plant-based meat alternatives. From reformulating products to incorporating heart-healthy ingredients, Beyond Meat is pushing forward with its mission to make sustainable food systems a reality.
This is a transcript of an interview with Ethan Brown, the founder and CEO of Beyond Meat. Here are some key points from the conversation:
Beyond Meat’s Response to Criticism
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The company has faced criticism from organizations like the Center for Consumer Freedom, which ran full-page ads attacking plant-based meat.
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Instead of getting defensive, Beyond Meat chose to “get stronger” by reformulating its products to be healthier and more appealing to consumers.
The Importance of Nutrition
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Brown believes that nutrition is a key differentiator for Beyond Meat, and the company is committed to creating products that are not only delicious but also good for people’s bodies.
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He mentions that the company is working on incorporating ingredients like heart-healthy avocado oil and reducing the ingredient list to make its products even healthier.
The Challenge of Communicating with Consumers
- Brown notes that communicating directly with consumers can be challenging in the United States, where there are powerful lobbies representing the animal agriculture industry.
- He contrasts this with Europe, where Beyond Meat tends to do better in terms of consumer communication and acceptance.
RFK Jr. and the “Make America Healthy Again” Agenda
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Brown expresses enthusiasm for RFK Jr.’s views on processed foods and his commitment to restoring nature through sustainable food systems.
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He believes that Beyond Meat’s products fit well with this agenda, as they offer a more sustainable alternative to traditional meat.
McDonald’s Discontinuation of the McPlant Burger in the US
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Brown attributes the discontinuation of the McPlant burger at McDonald’s in the US to the powerful lobby representing the animal agriculture industry.
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He notes that the company will continue to focus on communicating directly with consumers and building a strong brand presence.
Personal Response to Criticism
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Brown reflects on his personal response to criticism from the Center for Consumer Freedom, admitting that he should have taken it more seriously earlier.
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He expresses respect for the organization’s ability to characterize plant-based meat in a negative light.
