Ethan Brown, CEO of Beyond Meat, reflects on the industry's recent decline and outlines his strategy for reinvigorating plant-based meat. He discusses the company's new product formulations, the challenges of navigating the 'trough' of disillusionment, and his surprising belief that RFK Jr. could be a valuable ally.
In retrospect, that may have been a mistake, says Beyond Meat CEO Ethan Brown . In the intervening years, enthusiasm for vegan meat peaked then waned—with Beyond Meat ’s share price taking a hammering in the process. Now Brown is answering those attack ads head on—switching up the ingredients to make a healthier Beyond burger and launching new sausages that lean into the whole vegetable aspect of plant-based meat .
spoke with Brown about the industry’s troubles, wrestling with pigs, and why he thinks RFK Jr. should be a natural ally of meatless meats. This interview has been edited for length and clarity. : Since the pandemic, the mood in the plant-based industry has changed a lot. From the outside, it seems like there is less enthusiasm, less optimism, fewer sales. How has it felt on the inside? Ethan Brown: To help me to understand how to get through all of this, and move through it, I really have looked through some of the literature on disruption. And it’s interesting to see how neatly our journey fits into some of that literature.
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