FCI Staff Writer Sacramento 
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Trending upwards for an industry is not always a sign that it is a good trend, even when a celebrity is known to engage or participate in the behavior.
Trending upwards when you have a celebrity with the reputation and clout of Leonardo DiCaprio that invests in the industry, now that is a horse of another color.
Maybe we should say that’s a cabbage of another color.
It was reported at mercyforanimals.org, “Award-winning actor Leonardo DiCaprio has made an undisclosed investment in the vegan company Beyond Meat.
DiCaprio is a longtime environmentalist and animal advocate who isn’t afraid to speak out against the negative environmental effects of factory farming.”
Beyond Meat is a Los Angeles-based producer of plant-based meat substitute. Beyond Meat’s Products became available nationwide at Whole Foods Market in 2013.
Beyond Meat was founded by CEO Ethan Brown in 2009. The company has received venture funding from Kleiner Perkins Caufield & Byers, Obvious Corporation, Bill Gates, Biz Stone, the Humane Society and Tyson Foods.
Fast Company listed Beyond Meat as one of the most innovative companies in 2014, and PETA named Beyond Meat as its company of the year for 2013.
The company began selling its chicken-free products in Whole Foods Stores nationally in April 2013.
The desire on the part of the earth’s growing population to eat a plant based diet is trending green while increasing in mainstream popularity.
As shared by foodrevolution.org, “Millennials are central drivers of this worldwide shift away from consuming animal products. But the plant-based movement is bigger than any one generation. Everyone from celebrities to athletes to entire companies including Google and countries as big as China are supporting the movement to eat more plant-based foods.”
Their sentiments seemed to be echoed by media giants.
“Every person I have met who has gone vegan says it is the best decision they have ever made.”… Lewis Hamilton
The longtime leader in focusing on business and industry trends, forbes.com educates, “Sales of plant-based food in the US went up by 8.1% during the past year, topping $3.1 billion, according to research carried out by Nielsen for the Plant Based Foods Association (PBFA) and the Good Food Institute.
Plant-based dairy alternatives are expected to represent 40% of the combined total of dairy and dairy alternative beverages within three years, up from just 25% in 2016, according to research firm Packaged Facts.”
Given the positive impact that this lifestyle can have on the environment and people’s well- being, it’s good to see that veganism has become more of the norm and not on the fringe or seen as strange as it once was.
There are so many groups leading the way and should be applauded.
We found one group with such great reviews in terms of the taste and quality of their food, they should be lauded. With the simple yet very clear name of Beyond Meat, this company deserves public praise.
We sense what greatly contributes to their success is having a very clear mission and vision.
Their website beyondmeat.com enlightens, “At Beyond Meat, we started with simple questions. Why do you need an animal to create meat? Why can’t you build meat directly from plants? It turns out you can. So we did. We hope our plant-based meats allow you and your family to eat more, not less, of the traditional dishes you love, while feeling great about the health, sustainability, and animal welfare benefits of plant protein. Together, we can truly bring exciting change to the plate — and Beyond.”
This makes perfect sense.
It speaks to a clear logic.
They continue with their mission. “We believe there is a better way to feed the planet. Our mission is to create mass-market solutions that perfectly replace animal protein with plant protein. We are dedicated to improving human health, positively impacting climate change, conserving natural resources and respecting animal welfare. At Beyond Meat, we want to make the world a better place and we’re starting one delicious meal at a time.”
Now for their vision. “At Beyond Meat, we want all of the good and none of the bad. We want to eat delicious meat but we don’t want any of the bad stuff that goes along with it. Is that too much to ask? Well no, actually. Not since we created meat from plants. Brilliant, right? Replacing animal protein with meat made from plants would do wonders for human health, for the environment, for conservation of natural resources and for animals. It’s worth a fight. This is where you come in. Reduce your meat consumption and tell the world. Even if you’re already eating less meat, you can help us spread the word and make a real difference. Together we can build a world that’s zero downside and all delicious upside.”
Isn’t that the goal that most of us want?
“Being vegan is not the key to immortality. We’re all going to get sick and die. But to know you’re living without harming? That’s the loveliest feeling.”… Victoria Moran
They are dedicated to increasing awareness about global climate change and the need to develop solutions that reduce the amount of pollutants created, not just by factory farming, but across all industries.
Their team is also committed to addressing the global issue of depletion of natural resources by providing solutions that create efficient ways to utilize the earth’s finite natural resources and to reduce the amount of unnecessary waste while raising awareness and working together across all industries to decrease dependency on animal protein and to improve the manner in which all animals are treated.
They add, “One of the great things about building a burger from the ground up is you can leave in the good stuff (protein), and leave out the bad (cholesterol). The revolutionary Beyond Burger is the first plant-based burger that is so meat-like, it’s sold in the meat case at grocery stores and on the menu alongside beef burgers at restaurants nationwide.”
Here are some reviews from those who have tried their product found at influenster.com:
- This is my favorite meatless crumble ever! The fact that it’s gluten-free and soy-free is a huge selling point for me! These go well in any dishes that would traditionally require beef to include spaghetti, tacos, and lasagna to name a few. My husband, a meat eater, will gladly gobble up a dish I make with these and most of the time doesn’t even notice the difference.
- Best meat crumbles available. I like to fry them up and toss with brags amino acids, then mix with broccoli slaw and put into egg roll wrappers (roll as directed) put them on a baking sheet and brush with oil. Bake for 15ish minutes and man o man you have yourself a wonderful meal. My meat eating children fight over them- they just don’t last in my house. You can swap the amino acids for any sauce you like (try general Taos).
- I’ll begin my saying how delicious these are. They’re great for tacos, spaghetti, and other dishes. The texture is very much like ground beef and the taste is pretty close. It is about the same price in my area as ground beef so I consider this a great buy.
Very good to know. Extremely good to hear. An industry giant has something to say about them as well. At the well respected and listened to organization consumerreports.org they express, “Our nation’s obsession with red meat takes a large toll on the environment and our health, but Beyond Meat—the company behind the 100 percent vegan, plant-based Beyond Burger—wants to change all that. It introduced a savory patty made strictly from plants that it claims looks, cooks, and tastes like red meat. Its ultimate goal: To get consumers to rethink the idea of “meat”—that it doesn’t have to come from an animal, for starters.”
Beyond Meat absolutely has many of us re-thinking our approach to eating.
Their product is delightful and in terms of their influence on the health of animals and the well-being of our planet, they have gone beyond meat in the call of duty.
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https://foodrevolution.org/blog/vegan-statistics-global/
https://mercyforanimals.org/leonardo-dicaprio-invests-in-beyond-meat
https://www.brainyquote.com/topics/vegan
https://en.wikipedia.org/wiki/Beyond_Meat
https://www.consumerreports.org/veggie-burgers/does-new-beyond-burger-taste-like-red-meat/
https://www.influenster.com/reviews/beyond-meat-beyond-beef-beefy-crumble
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