The Beyond Burger — the hyper-realistic plant-based patty that’s vying to make beef obsolete — is winning with its target market: meat-lovers. According to Beyond Meat Executive Chairman Seth Goldman, an estimated 70 percent of Beyond Burger consumers are not vegetarian or vegan.
Plant-based meat: 1
Animal meat: -250, or something like that.
Goldman explains why Beyond Meat isn’t trying to be the next best veggie burger in an interview with Food Navigator:
When we think about competition, it’s meat. Our goal has never been to be the top-selling veggie burger company, although we obviously want vegans and vegetarians to enjoy our products. But we’ve never aspired to be the leader of 5% of the market, we’re going after the other 95%.
To transform the food supply, demand for alternatives to factory-farmed meat has to come from the mainstream. That’s why Beyond Meat is constantly searching for innovative ways to create plant-based meats that serve as 1-to-1 replacements for the burgers, ground beef, sausages, and other animal products consumers are already buying in droves.
Vegans, we love you, but this one’s for the carnivores.
For a behind-the-scenes look at Beyond Meat’s work, click here.