He comes from a family of bison ranchers and he still eats meat occasionally. Huggins is the co-founder and CEO of the plant-based food company Meati. Reversing that trend would have a significant impact on global meat consumption, and Tyler Huggins knows it. It is also one of the biggest contributors to greenhouse gases from animal agriculture, weighing in as the second-largest consumer of meat per capita behind Hong Kong, according to the United Nations. that represents one of the biggest hopes for a solution: It is the largest market for meat substitutes. Sam Lawrence, the vice president of policy for the Asia division of the Good Food Institute, a plant-based advocacy group, said health concerns are changing Australians’ habits.īut it is the U.S. In Australia - where the average person ate around 120 kilograms (264 pounds) of animal meat in 2020, according to the United Nations - retail sales of plant-based meat have also been growing, up 32% between 20.Ī vegan curry wurst is deep fried in a “Best Worscht in Town” sausage branch in Frankfurt, Germany, Wednesday, Sept. At the same time, plant-based meat sales rose 22%, according to Euromonitor. Last year, Germans’ annual meat consumption fell to a 33-year low of 52 kilograms (114 pounds) per person. Those products quickly took hold in Germany, where widespread concern about climate and animal welfare have been driving big changes. But the current boom began about 10 years ago, when startups like Impossible Foods and Beyond Meat began selling burgers that more closely resembled meat and were aimed at carnivores. Morningstar Farms, a division of Kellogg Co., introduced soy-based breakfast sausage in 1975. Plant-based meat has been around for decades. While demand for plant-based meat is growing rapidly in some countries like Germany and Australia, sales have flattened in the U.S. Even Tyson Foods Inc., the biggest maker of real meat in the US, invested and then invested again, catapulting the young El Segundo, California-based startup to a $1.3 billion valuation by 2018.And sales have been uneven. Along with the venture capitalists came investors from every corner of culture-Leonardo DiCaprio, the Humane Society of the United States and former McDonald’s Corp. Whereas the quinoa-and-bean patties of yore were for the crunchy set, Brown’s beef facsimile, concocted in a lab to look and taste like the real thing, meant the vast majority of meat eaters could give up their burgers without having to give up anything at all. Silicon Valley didn’t need much convincing that a better veggie burger could become the next world-changing disruption. ![]() “This,” he said, “is something that I feel is inevitable.” ![]() Just like technology had rendered the horse-drawn carriage obsolete, he told the crowd at the New York Times’ climate conference this past fall, so, too, would his system of breaking down plants transform the protein at the center of the plate. At Toronto’s annual Ideacity gathering three years later, he said his goal was to replicate the “ blueprint of meat.” By the time he appeared at Goldman Sachs Group Inc.’s Builders & Innovators Summit 2019, he explained that his mission demanded the urgency and scale the US mustered for World War II and that his products would simultaneously help solve heart disease, diabetes, cancer, climate change, natural resource depletion and animal welfare. In 2013 he took the stage at the Wired Business conference, explaining that the world had a very real greenhouse gas-emitting meat problem and that venture capitalists could make a bigger impact investing in fake meat than in solar energy. ![]() in 2009 with the then fantastical idea of making meat without animals, Ethan Brown has been giving the equivalent of one extremely long TED Talk.
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