Ethan Brown, CEO of Beyond Meat, acknowledges the plant-based industry's recent downturn, comparing it to the Gartner Hype Cycle and historical trends in disruptive technologies. He discusses the company's strategy for adapting to changing consumer sentiment, including new product launches and ingredient reformulations.
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 .
But are tweaked recipes enough to turn around the fate of vegan meats? WIRED 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. WIRED: 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. One framework that’s very well known is the Gartner Hype Cycle, and that’s actually what we’re going through. As well as Crossing the Chasm. Both of those fit what’s going on with Beyond Meat. And then also historically, there are good examples of this type of phenomenon, whether it’s alternative energy, or the advent of mechanized ice. Have you seen this analogy that folks have used for plant-based meat and mechanized ice? I read a great piece on that. It’s fascinating. It’s exactly the right idea. This is the stuff of pioneers, It’s the stuff of disruptors, and we thought we were going to skirt it. We thought we were going to leap right from niche to mainstream in 2019 and we didn’t. We had a precipitous fall. We had a period that was longer than I would have liked in the troug
VEGAN MEAT PLANT-BASED MEAT BEYOND MEAT FOOD INDUSTRY INNOVATION
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