Built on the premise of helping the environment through offering a more sustainable substitute for meat-based products, Los Angeles, California-based Beyond Meat (BYND) was first created by its founder, president and CEOEthan Brown, in 2009. The company’s mission statement is encapsulated in the brand’s logo, which depicts a silhouette of a bull wearing a fluttering cape shaped like a leaf. This imagery suggests that plant-based meat tastes the same as meat, but is cruelty-free. The company launched its initial products in the US in 2012. Originally called “Chicken-Free Strips”, what is now known as “Beyond Chicken Strips” (or “Tenders” in the US) was the company’s first product.
Twiggy Forrest pours money into fake meat maker ProForm
IN a move characterised as reflecting a commitment to sustainable food production, big Western Australian beef outfit Harvest Road is pouring money into a plant-based alternative protein maker.
