Exposing the Big Game

Forget Hunters' Feeble Rationalizations and Trust Your Gut Feelings: Making Sport of Killing Is Not Healthy Human Behavior

Exposing the Big Game

The vegans are coming, and we might join them

Package of lab-grown meat.

Jiraroj Praditcharoenkul/iStock

In replicating the look and taste of real meat, companies are appealing to the mainstream consumer

Some Burger Kings recently introduced a new version of the iconic Whopper with its signature flame-broiled beef patty swapped for a meatless replica that the company claims is virtually indistinguishable from the real thing.

It’s called the Impossible Whopper, and it’s the latest iteration of the trend of vegan food intended to appeal to the average consumer. So appealing is it, in fact, that the restaurant intends to roll out the new take on its signature sandwich in all 7,200 stores nationwide by the end of this year. White Castle has been selling a slider version of the Impossible Burger in its almost 400 stores since last year. In January, more than 1,000 Carl’s Jr. restaurants started offering a vegetarian burger made by Beyond Meat, which, like the Impossible Burger, tries to replicate real beef. It even appears to bleed. Restaurants and supermarkets also stock the products.

“What this is, is the mainstreaming process,” said Nina Gheihman, a Ph.D. candidate in sociology at Harvard’s Graduate School of Arts and Sciences (GSAS). She researches how veganism, a historically marginal practice, has become a popular lifestyle choice as the demand for healthier, more sustainable food has grown in recent years. “Especially in the past three to five years, veganism has really transformed from this fringe animal-rights movement into a lifestyle movement,” she said.

It has done so by shifting from a strategy focused on convincing consumers to abandon animal products for ethical reasons to using technology to satisfy those meat cravings, Gheihman said.

When it comes to meat, the idea is to get people to give it up without feeling like they’re giving it up. The leaders in this field are the vegan tech companies looking to mimic and replace meat and other animal products using one of two approaches: plant-based or cell-based.

The plant-based “meat” approach, led by companies like Impossible Foods, the one behind the Impossible Burger, and Beyond Meat, both based in California, combines high-protein vegetables like peas and soybeans to replicate the taste, texture, and look of meat. The “blood” in the Beyond Meat burger, for example, is beet juice. The meatlike texture and taste of the Impossible Burger comes from genetically modified yeast that is used to create the burger’s central ingredient, soy leghemoglobin, or “heme.”

The cell-based approach, led by companies like Memphis Meats and Mosa Meat, is science fiction made real in a laboratory. Workers take cells from animals like cows, chicken, or turkeys and grow specific products in a culture dish — steak, chicken breast, or turkey nuggets. It is real meat but producing it does not harm animals.

The two approaches differ in strategy, but the underlying key is creating a product indistinguishable from the original.

“What’s happening is that these companies are saying, ‘We’re not going to appeal any more to just vegans,’” Gheihman said. “‘Instead we’re appealing to the omnivores; we’re appealing to the average person. … We’re going to create this thing that you’re already consuming. It’s just going to be plant-based or cell-based.’”

The plant-based strategy has been gaining traction in the U.S. According to a 2017 Nielsen Homescan survey, 39 percent of Americans are trying to consume more plant-based foods, and it’s showing on their grocery lists. Meat alternatives posted a 30 percent growth in U.S. sales between April 2017 and April 2018, according to Nielsen, while traditional plant-based options like tofu trended down by 1.3 percent in the same period. Plant-based cheese, yogurt, pizza, and noodles showed similar growth to meat alternatives.

Cell-based (or “clean”) meat is still in development, but it’s expected to hit the market as early as 2021. Its potential is promising, with initial testers saying it provides virtually the same taste as meat but without the ethical dilemmas around the treatment of animals or the environmental effects of raising livestock, which, according to a 2006 UN Report, is responsible for approximately 18 percent of greenhouse gas emissions — not to mention air and water pollution and high energy consumption.

While both approaches show promise in terms of human and planetary health, healthy-diet researcher Frank Hu, from the Harvard T.H. Chan School of Public Health, says there is a need to keep a watchful eye on these products.

“The current effort to produce more plant-based protein food like the Impossible Burger and some other plant options, I think that is in a good direction,” said Hu, the Fredrick J. Stare Professor of Nutrition and Epidemiology and chair of the Department of Nutrition. “I think it could have potential benefits in improving the health of humans in the world. Of course, the data on the products like the Impossible Burger or other types of [similar] veggie burgers is still very limited. I think it’s very important to monitor the trends of the consumption patterns in the population and also monitor the health effects of those products, because some of those products, even though they contain high amounts of plant-based protein, may also contain unhealthy ingredients, such as high amounts of sodium or unhealthy fats. Being plant-based doesn’t necessarily mean it’s healthier.”

As for cell-based meat, Hu said it is too a new phenomenon to have reliable data, so its effects on humans are currently unknown. “At this point, there is no data whatsoever because it’s at such an early stage,” he said.

Hu also noted the high production costs of both plant-based meat and clean meat, which currently translate to the consumer but are expected to lower with time.

The vegan trend has not lost touch with its origins in the animal-rights movement, it just embraces them in a subtler, pragmatic way while at the same time tapping into people’s desire for sustainability and good health.

“It’s sexy; it’s aspirational; it’s desirable,” Gheihman said. “And it’s been framed in that way. … I think it really is shifting the perception of the average person. With the rise of social media and documentaries, a lot more people are more informed about what they’re putting into their bodies in terms of its costs both for them from a health perspective and for animals and the environment.”

Why we must cut out meat and dairy

Jonathan Safran Foer: why we must cut out meat and dairy before… https://www.theguardian.com/books/20 19/sep/28/meat-of-the-mat. c#ftian Jonathan Safran Fo€r: why we must cut out meat and dairy before dinner to save theplanet Animal products create more greenhouse gas emissions than the entire transportation sector, but we don’t want to confront this inconvenient truth: our eating habits are a problem

The Guardian

Jonathan Safran Foer

Sat 28 Sep 2019 03.00 EDT

Our planet is facing a crisis. But even when we know that a war for our survival is raging, we don’t feel that it is our war. Although many of climate change’s accompanying calamities – extreme weather events, floods and wildflres, displacement and resource scarcity chief among them – are vivid,

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personal and suggestive of a worsening situation, they don’t feel that way in aggregate. The distance between awareness and feeling can make it very difficult for even thoughtful and politically engaged people – people who want to act – to act.

So-called climate change deniers reject the conclusion that97% of climate scientists have reached: the planet is warming because of human activities. But what about those of us who say we accept the reality of human-caused climate change? We may not think the scientists are lying, but are we able truly to believe what they tell us? Such a belief would surely awaken us to the urgent ethical imperative attached to it, shake our collective conscience and render us willing to make small sacrifices in the present to avoid cataclysmic ones in the future.

In zot8, despite knowing more than we have ever known about human-caused climate change, humans produced more greenhouse gases than we’ve ever produced, at a rate three times that of population growth. There are tidy explanations – the growing use of coal in China and India, a sttong global economy, unusually severe seasons that required spikes in energy for heating and cooling. But the truth is as crude as it is obvious: we don’t care. So now what?

Of course there are some moments when the planetary crisis is acutely felt. Watching Al Gore’s An Inconvenient Truth was an intellectual and emotional revelation for me. When the screen went dark after the final image, our situation seemed perfectly clear, as did my responsibility to participate in the struggle. And when that film’s credits rolled, at the moment of greatest enthusiasm to do whatever was asked to work against the imminent apocalypse that Gore had just delineated for us, suggested actions appeared on the screen. ‘Are you ready to change the way you live? The climate crisis can be solved. Here’s how to start.”

Among the suggestions were: tell your parents not to ruin the world that you will live in; if you are a parent, join with your children to save the world they will live in; switch to renewable sources of energy; plant trees, iots of trees; raise fuel economy standards; require lower emissions from automobiles.

A[ Gore in An inconvenient Sequel: Truth to Power. Photograph: Participant Media/Paramount Pictures

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There is a glaring absence in Gore’s list, and its invisibility recurs in 2017’s An Inconvenient Sequel: Truth to Power, with one minuscule exception. It is impossible to explain this omission as accidental without also accusing Gore of a kind of radical ignorance. In terms of the scale of the error, it would be equivalent to a doctor prescribing physical exercise to a patient recovering from a heart attack without also telling him he needs to quit smoking, reduce his stress and stop eating burgers and fries twice a day.

So why would Gore deliberately choose to leave this particular issue out? Almost certainly for fear that it would be distractingly controversial and dampen the enthusiasm he had just worked so hard to ignite. It has also been largely absent from the websites of leading environmental advocacy organisations – although this now seems to be changing. It is unmentioned in the celebrated book Dire Predictions, written by the climate scientists Michael E Mann and Lee R Kump. After forecasting existential climate disasters, the authors recommend that we substitute clotheslines for electric dryers and commute by bicycle. Among their suggestions, there is no reference to the everyday process that is, according to the research director of Project Drawdown – a collection of nearly zoo environmental scientists and thought leaders dedicated to identifying solutions to address climate change – “the most important contribution every individual can make to reversing global warming”.

What I am thinking of is the fact that we cannot save the planet unless we significantly reduce our consumption of animal products. This is not my opinion, or anyone’s opinion. It is the inconvenient science. Animal agriculture produces more greenhouse gas emissions than the entire transportation sector (all planes, cars and trains), and is the primary source of methane and nitrous oxide emissions (which are 86 and 3ro times more powerful than CO2, respectively). Our meat habit is the leading cause of deforestation, which releases carbon when trees are burned (forests contain more carbon than do all exploitable fossil-fuel reserves), and also diminishes the planet’s ability to absorb carbon. According to a recent report from the Intergovernmental Panel on Climate Change, even if we were to do everything else that is necessary to save the planet, it will be impossible to meet the goals of the Paris Climate Accord if we do not dramatically reduce our consumption of animal products.

Why is this subject avoided? Conversations about meat, dairy and eggs make people defensive. They make people annoyed. It’s far easier to vilify the fossil fuel industry and its lobbyists – which are without a doubt deserving of our vilification – than to examine our own eating habits. No one who isn’t a vegan is eager to go there, and the eagerness of vegans can be a further turnoff. But we have no hope of tackling climate change if we can’t speak honestly about what is causing it, as well as our potential to change in response.

It is hard to talk about our need to eat fewer animal products both because the topic is so fraught and because of the sacrifice involved. Most people like the taste of meat, dairy and eggs. Most people have eaten animal products at almost every meal since

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they were children, and it’s hard to change lifelong habits, even when they aren’t freighted with pleasure and identity. Those are meaningful challenges, not only worth acknowledging but necessary to acknowledge. Changing the way we eat is simple compared with converting the world’s power grid, or overcoming the influence of powerful lobbyists to pass carbon-tax legislation, or ratifying a significant international treaty on greenhouse gas emissions – but it isn’t simple.

I certainly haven’t found it to be effortless. In my early 3os, I spent three years researching factory farming and wrote a book-length rejection of it called Eating Animals.I then spent nearly two years giving hundreds of readings, Iectures and interviews on the subject, making the case that factory-farmed meat should not be eaten. So it would be far easier for me not to mention that in difficult periods over the past couple of years – while going through some painful personal experiences, while travelling the country to promote a novel when I was least suited for self-promotion – I ate meat a number of times. Usually burgers. Often at airports. Which is to say, meat from precisely the kinds of farms I argued most strongly against. And my reason for doing so makes my hypocrisy even more pathetic: they brought me comfort. I can imagine this confession eliciting some ironic comments and eye-rolling, and some grddy accusations of fraudulence. I wrote at length, and passionately, about how factory farming tortures animals and destroys the environment. How could I argue for radical change, how could I raise my children as vegetarians, while eating meat for comfort?

I wish I had found comfort elsewhere but I am who I am. Even as my commitment to vegetarianism, driven by the issue of animal welfare, has been deepened by a full awareness of meat’s environmental toll, rarely a day has passed when I haven’t craved it. At times I’ve wondered if my strengthening intellectual rejection of it has fuelled a strengthening desire to consume it.

Confronting my hypocrisy has reminded me how difficult it is to even try to live my values. Knowing that it will be tough helps make the efforts possible. Efforts, not effort. I cannot imagine a future in which I decide to become a meat-eater again, but I cannot imagine a future in which I don’t want to eat meat. Eating consciously will be one of the

‘Rarely a day has passed when I haven’t craved meat’ Jonathan Safran Foer. Photograph: Christopher Lane

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struggles that span and define my life.

We do not simply feed our bellies, and we do not simply modify our appetites in response to principles. We eat to satisfy primitive cravings, to forge and express ourselves, to realise community. We eat with our mouths and stomachs, but also with our minds and hearts. All my different identities – father, son, American, New Yorker, progressive, Jew, writer, environmentalist, traveller, hedonist – are present when I eat, and so is my history. When I first chose to become vegetarian, as a nine-year-old, my motivation was simple: do not hurt animals. Over the years, my motivations changed because the available information changed, but more importantly, because my life changed. As I imagine is the case for most people, ageing has proliferated my identities Time softens ethical binaries and fosters a greater appreciation of what might be called the messiness of life.

There is a place at which one’s personal business and the business of being one of seven billion earthlings intersect. And for perhaps the first moment in history, the expression “one’s time” makes little sense. Climate change is not a jigsaw puzzle on the coffee table, which can be returned to when the schedule allows and the feeling inspires. It is a house on fire. The longer we fail to take care of it, the harder it becomes to take care of, and because of positive feedback loops – white ice melting to dark water that absorbs more heat; thawing permafrost releasing huge amounts of methane – we will very soon reach a tipping point of “runaway climate change”, when we will be unable to save ourselves, no matter how much effort we make.

We do not have the luxury of living in our time. We cannot go about our lives as if they were only ours. In a way that was not true for our ancestors, the lives we live will create a future that cannot be undone. The word “crisis” derives from the Greek krusls, meaning “decision”.

Future generations will almost certainly look back and wonder why on earth – why on Earth – did we choose our suicide? Perhaps we could plead that the decision wasn’t ours to make: as much as we cared, there was nothing we could do. We didn’t know enough at the time. Being mere individuals, we didn’t have the means to enact consequential change. We didn’t run the oil companies. We weren’t making government policy. The ability to save ourselves, and save them, was not in our hands. But that would be a lie.

Our attention has been fixed on fossil fuels, which has given us an incomplete picture of the planetary crisis and led us to feel that we are hurling rocks at a Goliath far out of reach. Even if they are not persuasive enough on their own to change our behaviour, facts can change our minds, and that’s where we need to begin. We know we have to do something, but “we have to do something” is usually an expression of incapacitation, or at least uncertainty. Without identifying the thing that we have to do, we cannot decide to do it.

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Forest fires in A[tamira, Para state, Brazil[ … ‘Our meat habit is the leading cause of deforestation, which releases carbon when trees are burned’ Photograph: JoSo Laet/AFP/Getty images

Climate change is a crisis that will always be simultaneously addressed together and faced alone. The four highest impact things an individual can do to tackle the planetary crisis are: have fewer children; live car-free; avoid air travel; and eat a plant-based diet. Most people are not in the process of deciding whether to have a baby. Few drivers can simply decide to stop using their cars. A sizable portion of air travel is unavoidable. But everyone will eat a meal relatively soon and can immediately participate in the reversal of climate change. Furthermore, of those four high-impact actions, only plant-based eating immediately addresses methane and nitrous oxide, the most urgently important greenhouse gases.

Some argue that plant-based eating is elitist. They are either misinformed, or knowingly taking the favorite emergency exit of privileged, performatively thoughtful people who don’t want to change what they eat. It is true that a healthy traditional diet is more expensive than an unhealthy one – about $SSo (f44o) more expensive over the course of a year. And everyone should, as a right, have access to affordable healthy food. But a healthy vegetarian diet is, on average, about $ZSo (f6oo) Iess expensive per year than a healthy meat-based diet. In other words, it is about $2oo (f16o) cheaper per year to eat a healthy vegetarian diet than an unhealthy traditional diet. Not to mention the money saved by preventing diabetes, hypertension, heart disease and cancer – all associated with the consumption of animal products. Nine per cent of Americans making less than $3o,ooo per year identify as vegetarian, whereas only 4% of those making more than $75,ooo are. People of colour are disproportionately vegetarian. It is not elitist to suggest that a cheaper, healthier, more environmentally sustainable diet is better. But what does strike me as elitist? When someone uses the existence of people without access to healthy food as an excuse not to change, rather than as a motivation to help those people.

Different studies suggest different dietary changes in response to climate change, but the ballpark is pretty clear. The most comprehensive assessment of the livestock industry’s environmental impact was published in Nature in October 2018. After analysing food-production systems from every country around the world, the authors

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concluded that while undernourished people living in poverty across the globe could actually eat a little more meat and dairy, the average world citizen needs to shift to a plant-based diet in order to prevent catastrophic, irreversible environmental damage. The average US and UK citizen must consume 90% less beef and 6o% less dairy.

No animal products for breakfast or lunch would come close to-achieving that. It might not amount to precisely the reductions that are asked for, but

Impossible Foods To Make Its Supermarket Debut Next Week

‘Get ready to enjoy Impossible Burger where food tastes best – at home’
The meatless patty will hit selected stores this month (Photo: Instagram / Impossible Foods)

The meatless patty will hit selected stores this month (Photo: Instagram / Impossible Foods)

Plant-based startup Impossible Foods is to make its supermarket debut on September 20 – after a key ingredient received approval from the Food and Drug Administration (FDA) earlier this year.

The ruling – which cleared the use of soy leghemoglobin, aka heme, as a color additive – meant the company would be able to sell its products directly to consumers instead of only to restaurants.

‘Smells like palm trees’

Impossible Foods has kept secret the first location to stock its meat-free burgers, writing on Instagram: “Guess what city you can find us on shelves? Here’s a hint: Smells like palm trees.

“Get ready to enjoy Impossible Burger where food tastes best – at home. Stay tuned to find out where we’re headed first.”

Vegan controversy

Impossible Foods itself consider its meatless patty to be plant-based rather than vegan.

This is because in 2017 heme was fed to rats in order to test its safety. More than 180 rats were killed as a result of the testing.

CEO Pat Brown reacted to the controversy, publishing a statement titled The Agonizing Dilemma of Animal Testing.

Cory Booker was asked about veganism at the debate. He missed an opportunity

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Why didn’t he seize the chance to talk about his animal welfare plan?

Sen. Cory Booker (D-NJ) speaks during the third Democratic primary debate of the 2020 presidential campaign.
 Robyn Beck/AFP/Getty Images

“You are a vegan since 2014, and that’s obviously a personal choice,” moderator Jorge Ramos said to Sen. Cory Booker during the Democratic debate. “Should people follow your diet?”

It was a question that seemed to come out of nowhere. Booker looked surprised by it, which makes sense — when’s the last time you remember veganism getting airtime in a presidential debate? But he quickly recovered and gave his answer: No.

Then, very briefly, he talked about the factory farming system that supplies most of the meat we eat, a system that subjects animals to such cruel conditions that there are laws to keep the mistreatment hidden from public view. In the US, a small number of corporations controls most of our meat production and squeezes out small farms.

“One of the reasons that I have a bill to put a moratorium on this kind of corporate consolidation is because this factory farming is destroying and hurting our environment, and you see independent family farmers being pushed out of business because of the kind of incentives we are giving that don’t line up with our values,” Booker said. “That’s what I’m calling for.”

And that was it. “But I want to switch,” he continued, and turned the discussion to US war veterans, making the inarguable point that they deserve better care.

It’s understandable that Booker didn’t dwell too long on the veganism question; perhaps he didn’t want to risk alienating voters by coming off as preachy. Telling everyone that they should give up all animal products would probably not have played well, especially since the debate took place in Texas, which raises more cattle than any other state in the country.

But Booker missed a golden opportunity to talk about his animal welfare plan. If you haven’t heard about it, you’re not alone — the plan appears on Booker’s website, but he hasn’t really been hyping it.

By contrast, last month Julián Castro rolled out his own plan for animal welfare — which is much more comprehensive than Booker’s — and he savvily framed it as a way of sticking it to President Trump. “This groundbreaking plan will undo Donald Trump’s damage,” Castro said. His Protecting Animals and Wildlife plan would strengthen the Endangered Species Act, which Trump has weakened. And it would stop Americans from importing animal trophies that result from big-game hunting — something Donald Trump Jr. is known to love.

It’s good policy as well as smart politics. Americans are increasingly concerned with animal welfare. The incredibly rapid embrace of plant-based meat products like Impossible Burgers and Beyond Meat is, in part, attributable to a growing sense that we can and should be inflicting far less suffering on animals.

A 2015 Gallup poll found that 62 percent of Americans said animals deserve some legal protections. Another 32 percent — nearly one-third — expressed an even stronger pro-animal stance, saying they believe animals should get the same rights as people. In 2008, only 25 percent voiced that view.

It seems more and more Americans are coming to see animals as part of our moral circle, the boundary we draw around those we consider worthy of ethical consideration. Castro, aware of that trend, is leveraging it to the advantage of animals — and his candidacy.

Booker should’ve done the same. After all, he has a strong record on animal welfare issues. As his own website says:

Cory has led his colleagues in the Senate in blocking appropriations riders that sought to undermine the Endangered Species Act and delist vulnerable species such as Grey Wolves and Grizzly Bears, and he has introduced legislation that would require federal facilities to comply with the minimum standards of care in the Animal Welfare Act.

When Cory helped write a major update to our federal chemical safety law, Cory worked for over a year to include new limits on animal testing in the bill — and it is estimated that these protections will save hundreds of thousands of animals from needless suffering. Cory has also introduced a bill to extend federal prohibitions on animal fighting to the U.S. territories and got it passed into law in the final 2018 farm bill, saving thousands of animals every year from suffering and dying.

Plus, Booker’s animal welfare plan contains some worthy ideas, any one of which it would have been great to mention. Here are a few notable examples from his website:

  • Make extreme acts of animal cruelty a federal crime and establish an animal cruelty crimes enforcement unit within the Department of Justice
  • Create millions of new acres of wildlife habitat, restoring and protecting ecosystems that will provide a lifeline for species facing the threat of extinction
  • Immediately end all animal testing for cosmetics and develop scientifically reliable alternative methods in order to end all animal testing by 2025

Booker could’ve helped bring mainstream attention to these ideas by devoting even a minute or two to them during the debate. Had he leaned into the moderator’s question, he also could’ve presented himself as a leader on an issue that’s increasingly attracting American voters’ concern. Unfortunately, he shied away from the moment.

‘Killing Animals For Food Is F*cking Up The Planet’ Says Bryan Adams

The rock icon took to Instagram to urge people to stop killing whales – and also shared his thoughts on animal agriculture
Bryan Adam often speaks about animal issues (Photo: Instagram/Bryan Adams)

Bryan Adam often speaks about animal issues (Photo: Instagram/Bryan Adams)

Vegan musician and photographer Bryan Adams says killing animals for food is ‘f*cking up the planet’.

The rock icon made the statement in a recent Instagram post.

He shared an image of himself wearing a T-shirt saying ‘please stop killing whales’, and accompanied it with a caption talking about what he described as the ‘magnificent giants’.

‘F*cking up the planet’

“Just the fact that this T-shirt has to get printed blows my mind. I remember the save the whales campaign from the 1970s,” Adams wrote.

“Even after years of people campaigning to stop whaling, there are still countries that persist like Japan, St Vincent/Bequia, the Faroe Islands and Norway that consider it acceptable to kill these magnificent giants.

“There’s no need for it, despite any cultural or aboriginal claims of sustainability. The future is recognizing that killing animals for food is fucking up the planet.”

Vegan advocate

Adams, a longtime vegan advocate, has previously spoken out about the benefits of a plant-based diet for human health, the environment, and for animals.

“Being sympathetic to animal rights is just something that came very naturally to me,” he once told vegan charity PETA. “Perhaps because I used to have dogs growing up, and you know they became part of the family. And it never occurred to me growing up. I never put the whole thing of animal cruelty and that together as a youngster.

Beyond Meat Will Crash When Investors Realize What It’s Really Selling

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GETTY

Beyond Meat (BYND) is now probably the hottest stock in the world.

Its innovative “plant-based meat” is found in the frozen food section of thousands of grocery stores. Carl’s Jr., Del Taco, and a few other restaurant chains sell its products, too.

Supposedly, it tastes just like real meat but is better for animals and for the environment. Many investors expect plant-based meat to be the “next big thing.”

The chart below says it all.

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Beyond Meat’s stock shot up 840% after going public on May 2!

Today In: Money

I’ve never seen anything quite like this. It’s the top-performing IPO of the year and one of the best of all time.

Make no mistake, Beyond Meat’s crazy 840% gain in not even three months is an outlier. But it’s not all that uncommon for stocks to skyrocket shortly after going public. The average return for a US IPO last quarter was 30%.

 

But with the giant early gains in Beyond Meat behind us, the question now is: Does the stock have staying power? Should you buy it now?

Let me explain why the answer is NO.

Do You Remember the LaCroix Craze?

LaCroix is a popular brand of flavored sparkling water.

You’ve probably seen it at the grocery store. Its “retro” packaging jumps off the shelf.

It tastes pretty good, but it’s nothing special. There are plenty of sparkling water brands that are just as good.

And yet, LaCroix became a cultural phenomenon a few years back. Young adults were obsessed with it.

Like Beyond Meat, people thought it was the “next big thing.” Investors loaded up on shares of National Beverage (FIZZ)—the parent company that owns LaCroix.

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National Beverage’s stock surged 550% from May 2015 to September 2017.

It was madness. At its peak, FIZZ traded at a price-to-earnings (P/E) ratio of 58. Investors were paying $58 for every dollar of profit the company made. That was more than double the S&P 500’s P/E at the time.

All for a company that sells sparkling water.

National Beverage’s Crash No One Saw Coming

National Beverage failed to live up to the hype. Its stock plunged 31% in nine months after peaking in September 2017.

Today, FIZZ trades at 66% below its 2017 high.

The thing is, people didn’t stop drinking sparkling water. Sales of sparkling water have nearly tripled over the past decade. Last year, Americans spent $49 million on sparkling water—22% more than in 2017.

But people are drinking a lot less LaCroix. Its sales plunged 15% this May. That’s after falling 6% in February… 5% in March… and 7% in April.

Where did LaCroix go wrong?

Coca-Cola (COKE) Bought Topo Chico in 2017

Topo Chico is a trendy Mexican sparkling water brand.

PepsiCo (PEP) got into the business, too. It recently launched its own sparkling water called Bubly.

Even Costco (COST) has entered the market. Last summer, the retail giant started selling zero-calorie flavored drinks under its private Kirkland Signature brand.

In short, LaCroix ran into powerful competition. Sparkling water is easy to replicate. Now people have lots of brands to choose from. That sucked the wind out of National Beverage’s sails and caused its stock to tank.

The Exact Same Thing Will Happen to Beyond Meat

Some will call this an unfair comparison. They’ll argue Beyond Meat is more innovative than National Beverage. They’ll say it has a “first-mover advantage.”

It’s true that Beyond Meat introduced plant-based meat to the masses. But let’s not forget that plant-based meat is a basic consumer good. It’s a commodity that can be easily replicated.

Commodities that can be easily replicated compete on price. That’s a big problem for Beyond Meat because its products are expensive…

Its hamburger cost anywhere from double to triple what real hamburger costs.

Beyond Sausage, another one of its products, sells for around $10.30 per pound. That’s 70% more than what pork sausage sells for.

It can’t charge such sky-high prices for much longer. In fact, competition is already heating up.

Impossible Burger also sells plant-based burgers. You can buy its products at more than 9,000 restaurants, including Qdoba and Burger King.

Tyson (TSN)—the largest US meat producer—is also developing its own line of alternative meat products. It was an initial investor in Beyond, but sold its stake in April.

Nestle—the world’s largest food company—has entered the plant-based market, too. It’s selling its “Incredible Burger” in Europe already. The company plans to introduce this product to America by fall.

Finally, JBS—the world’s largest meat producer—is also looking to launch a plant-based meat product in Brazil this year.

Soon, Every Major Food Company Will Have Its Own Plant-Based Burger

These companies have deeper pockets and better distribution than Beyond Meat.

They can develop new products and bring them to market much faster than Beyond Meat.

Perhaps most importantly, they charge less than Beyond Meat.

This will force Beyond Meat to either cut prices or surrender market share. Both would be bad for investors.

Beyond Meat’s Stock Is Absurdly Expensive

It trades at a price-to-sales (P/S) ratio of 87. Investors are paying $87 for every $1 that Beyond Meat generates in sales.

Let me put that in perspective…

Tyson trades at a P/S of 0.73. Conagra Brands (CAG) trades at 1.5X times sales. And General Mills (GIS) trades at 0.4X sales.

Should Beyond Meat trade at a premium because it’s a disruptor stock changing the way we eat? Okay. Let’s compare it to another disruptive company: The Match Group (MTCH).

The Match Group is disrupting how people find love. It dominates online dating, it’s growing like crazy, and its stock has delivered 416% gains since it went public in November 2015. That’s 10 times the S&P 500’s return over the same period.

Match.com trades at 12 times sales. Its stock is 1/7 as expensive as Beyond Meat’s!

Like National Beverage, Beyond Meat Won’t Live Up to This Absurd Valuation

That doesn’t mean Beyond Meat will disappear. But the hysteria will fade away.

When that happens, its stock should come crashing down. I wouldn’t be surprised if BYND falls another 30% or more once investors realize powerful competitors are coming for its market.

If you own Beyond Meat stock, you’re probably sitting on big profits. Nice call. But consider selling your shares to lock in those profits as soon as you finish reading this.

The clock is ticking. Once investors wake up to the tough competition Beyond Meat faces, its stock could drop fast.

Beyond Meat uses climate change to market fake meat substitutes. Scientists are cautious

[These articles never even mention the cruelty issue of animal agriculture, which is the main reason I, and other vegans, boycott meat…]
KEY POINTS
  • As concerns mount over the dangers of a rapidly warming planet, upstart food companies are targeting a major climate-damaging food: beef.
  • Beyond Meat and its privately held rival Impossible Foods have recently grabbed headlines and fast-food deals for their plant-based burgers that imitate the taste of beef.
  • They’ve also turned the environmental benefits of abstaining from meat into a key marketing tool for their products — drawing some skepticism from environmental researchers who say plant diets are healthier and less carbon emitting than producing processed plant-based products.
  • “Beyond and Impossible go somewhere towards reducing your carbon footprint, but saying it’s the most climate friendly thing to do — that’s a false promise,” said Marco Springmann, a senior environmental researcher at the University of Oxford.
GP: Impossible Burger at Burger King 190808
In this photo illustration, the new Impossible Whopper sits on a table at a Burger King restaurant on August 8, 2019 in Brooklyn, New York.
Drew Angerer | Getty Images

As concerns mount over the dangers of a rapidly warming planet, upstart food companies are targeting a major climate-damaging food: beef.

Beyond Meat and its privately held rival Impossible Foods have recently grabbed headlines and fast-food deals for their plant-based burgers that imitate the taste of beef.

They’ve also turned the environmental benefits of abstaining from meat into a key marketing tool for their products — drawing some skepticism from environmental researchers who say plant diets are healthier and less carbon emitting than producing processed plant-based products.

Animal agriculture is responsible for 14.5% of global greenhouse emissions, according to the United Nations’ Food and Agriculture Organization, with 65% of those emissions coming from beef and dairy cattle. Scientists warn that climate change will trigger an international food crisis unless humans change the way they produce meat and use land.

While companies producing imitation meat boast of the environmental benefits, some researchers point out that for people wanting to substantially lower their carbon footprint, having unprocessed plant-based diets instead of eating imitation products is healthier and better for the planet.

Beyond and Impossible use different sources of proteins to create their meatless meats. Beyond primarily works with protein from peas, while Impossible uses genetically modified soy.

“It makes sense to develop alternatives to beef, because we have to change our eating habits to more plant-based diets if we want to limit global warming to under 2 degrees Celsius. Impossible and Beyond tap into this market,” said Marco Springmann, a senior environmental researcher at the University of Oxford.

“However, while their processed products have about half the carbon footprint that chicken does, they also have 5 times more of a footprint than a bean patty,” he said. “So Beyond and Impossible go somewhere towards reducing your carbon footprint, but saying it’s the most climate friendly thing to do — that’s a false promise.”

VIDEO06:05
Is fake meat a healthier choice?

In fact, a recent landmark report from the Intergovernmental Panel on Climate Change, a group of UN scientists, said that shifting towards plant-based diets would be a critical way to mitigate and adapt to climate change, as simply cutting carbon emissions from automobiles and factories won’t be enough to avert an impending crisis.

“On the consumption side, with people in developed countries wanting more cheap meat, and now in developing countries people wanting cheaper meat — it’s pushing the planet in the wrong direction,” said Hans-Otto Portner, a climatologist who co-chairs the IPCC’s working group on impacts, adaptation and vulnerability.

“It’s not sustainable. It’s a warning signal. If the world wants to keep to the UN’s sustainable development goals by 2030, there is something wrong here, there is a mismatch.”

Millennials driving shift away from meat

On Beyond Meat’s website, “positively impacting climate change” is listed second, behind “improving human health.” The founders of both Beyond and Impossible have named the environment as the motivating factor for creating their businesses.

Mintel found that 16% of U.S. consumers avoid animal products for environmental reasons. That reasoning is much more common with the 18 to 34 year olds, with nearly a quarter of that demographic saying that rationale applied to them.

“There’s a large enough group of millennials where it’s worth it to them to pay for more for their food. They take into account the values of the company, whether it’s best for the environment,” said Kit Yarrow, a professor at Golden Gate University who researches consumer psychology.

Products from Beyond and Impossible target flexitarians – people are looking to consume less meat. For the same reason, if you look for a Beyond Burger in the grocery store, you’re more likely to find it in the meat case than next to other vegan or vegetarian options.

There has been a historical dietary shift away from beef in the U.S. American consumers eat about a third less beef than they did in the 1970s, according to the World Resources Institute.

Promoting dietary shifts can be complicated, and assessing the impact of these changes on an international scale involves making assumptions about agricultural practices, the ability to choose what you eat and market forces.

Still, if everyone in the U.S. were to reduce meat consumption by a quarter, and eat substitutes like plant proteins, it would save 82 million metric tons of greenhouse emissions each year, according to a new study in the journal Scientific Reports. If everyone went vegetarian, it would save 330 metric tons per year – roughly 5% saved.

Impossible’s website includes a 2019 lifecycle assessment report by the sustainability firm Quantis, which spells out the smaller environmental footprint of the Impossible Burger. It found that the Impossible Burger used 96% less land, 87% less water and 89% less greenhouse gas emissions.

Rachel Konrad, Impossible’s chief communications officer, said that the Impossible Burger also has public health benefits because of its reduced land, water and energy use.

“It doesn’t contribute to the antibiotics arms race or the well known risk of antibiotic resistance — one of the biggest threats to global health, food security, and development today,” Konrad said in a statement.

“If Beyond’s products help people switch from normal beef to a replacement, it’s not so bad. But it should not be the end goal,” Springmann said. “The carbon footprint of these processed plant-based products falls in between chicken and beef.”

Beyond commissioned its own lifecycle assessment, which was published in September 2018. The company has since tweaked the formula for its burgers. The report completed by the University of Michigan includes customers and consumers among the list of primary audiences for the study.

The study found that from cradle to distribution, the Beyond Burger generates 90% less greenhouse gas emissions and requires 46% less energy, 99% less water and 93% less land compared to a quarter pound of U.S. beef.

The data about U.S. beef production came from a 2017 lifecycle assessment by the National Cattleman’s Beef Association, a lobbying group for beef producers. Beyond and its vendors primarily contributed the data for the Beyond Burger.

Climate researchers called on corporations making these meat substitutes and touting environmental benefits to continue assessing the carbon footprint of their production methods.

“In principle, the processed meat substitutes makes production more efficient. In that respect, it’s a benefit, and these plant burgers could be an attractive product,” Portner said. “It also depends on the carbon footprint of [the company’s] production. That needs to be keyed into the picture.”

Springmann said that Beyond and Impossible need to better assess their carbon footprint, saying that these companies make claims about sustainability that they do not sufficiently back with data.

“At minimum, they should continually assess the carbon footprint of their companies,” he said.

GP: Beyond Meat inc. Debuts Initial Public Offering At Nasdaq MarketSite
Ethan Brown, founder and chief executive officer of Beyond Meat, center, celebrates with his wife Tracy Brown, center left, and guests during the company’s initial public offering (IPO) at the Nasdaq MarketSite in New York, on Thursday, May 2, 2019.
Michael Nagle | Bloomberg | Getty Images

New normal for plant-based burgers

Partnering with Beyond or Impossible allow restaurants or food service companies to tout a commitment to the environment, as Sodexo did in its August announcement.

“Sodexo is committed to providing customers with more plant-forward and sustainable options as part of their diet,” said Rob Morasco, senior director culinary development, Sodexo, when the company partnered with Impossible.

In recent years, consumers have increasingly put pressure on restaurants to become more environmentally friendly by swapping out plastic straws or using compostable to-go containers.

In turn, by serving an Impossible or Beyond burger, Burger King or Carl’s Jr. can normalize plant-based burgers for consumers because of their meat-oriented reputation, Yarrow said.

“People say all the time that they want to eat more fish or eat less sugar, but they don’t normally do it,” she said.

Last year, McDonald’s became the first restaurant chain to commit to science-based targets to reduce greenhouse gas emissions at its restaurants and offices by 36% by 2030. While the Golden Arches has yet to offer a plant-based burger at its U.S. restaurants, doing so could demonstrate its commitment to the targets.

Big Food companies jumping in on the plant-based food trend are also using the environmental angle.

For example, when Nestle announced that it would bring a meatless ground meat product to Europe last week, it said in a tweet that it was meeting consumer demand for food “with less impact on the environment.”

Beyond Meat did not respond to a request for comment.

Formula 1 world champion Lewis Hamilton to open plant-based burger chain, joining other celebs in fake meat craze

Who will win the plant-based fast-food war?

Morningstar Consumer equity strategist RJ Hottovy and A.T. Kearney partner Greg Portell discussed Beyond Meat and the popularity of the meat alternative at fast-food restaurants.

Count Formula 1 racecar driver Lewis Hamilton among those who are getting into the meatless, plant-based burger businessOpens a New Window. following the growing popularity of Burger King’s Impossible Whopper, which has captured consumer’s attention and taken the fast food marketOpens a New Window. by storm.

Hamilton, 34, along with Italian night club promoter and entrepreneur Tommaso Chiabra and investor Ryan Bishti, are opening up Neat Burger just off of London’s Regent Street on Monday, with several more locations in Britain to follow.

They are currently seeking £15 million to fund expansions into locations at Covent Garden and Kings Cross.

“We are not aiming for vegans or a plant-based niche, we are aiming to convert meat eaters,” Bishti said in a statement. “We are part of a movement happening when you look at the world today in the Amazon with deforestation for crops and agri-farming. This is a perfect way to make a change.”

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The plant-based burger craze went viral when Burger King introduced its “Impossible Whopper” on Aug. 8, with upwards of 45 of the meat-free burgers being sold at Burger King locations a day, according to analyst Andrew Charles.

Seeking to capitalize on the concept’s growing popularity amongst consumers, Hamilton and company are also planning a U.S. location to launch sometime next year, with the intention of opening 14 more Neat Burger locations around Europe throughout the next two years.

Hamilton, a native of the U.K. and the richest sportsman in the entire country with a net worth of £187 million, became a vegetarian back in 2017. The five-time Formula 1 World Champion now holds a sizeable stake in the company.

The vegan and vegetarian food market has exploded over the years, with the amount of vegans in the U.K. climbing from 150,000 in 2014 to over 600,000 in 2018, the Vegan Society reports.

MORE FROM FOXBUSINESS.COM…

Hamilton is hardly the only sports figure or celebrity to get into the plant-based burger game, as Jay-Z, Trevor Noah, Serena Williams and Katy Perry are investing in Impossible Foods while the market for meatless burgers continues to grow worldwide.

Burger King has led the recent market expansion of plant-based burgers, and the payoff has been hard to ignore for competitors, with the Impossible Whopper predicted to contribute 6% to same-store sales growth at U.S. Burger Kings this quarter, according to the market research and investment firm Cowen.

“Our 6% same-store sales estimate for 3Q implies instances of one-time consumer trial for Impossible Whopper is sustained, and arguably offset, by awareness that continues to grow with Burger King using TV advertising to promote the innovation,” Charles said in a statement released last Thursday.

‘Plant-based meat’ products miss the point

https://www.thestar.com/opinion/contributors/2019/08/27/plant-based-meat-pro
ducts-miss-the-point.html

<https://www.thestar.com/opinion/contributors.html> CONTRIBUTORS

OPINION

By Karina G. MeyselContributor

Tues., Aug. 27, 2019timer2 min. read

Renewed fascination with vegetarianism and veganism has spawned the latest
trend toward meat-free eating, and with that, the latest generation of
commercially available “plant-based meat” products. There is, however,
something disingenuous about the current vegetarian and vegan craze, when
those “plant-based meat” products look, taste and feel just like the very
products they are meant to replace.

Embracing a vegetarian or vegan diet means embracing a dietary culture that
precisely sets itself apart from one that includes meat. Thus, it is the
consumer’s fundamental conceptualization of meat (real or fake) as the
pre-eminent protein source that requires examination and reshaping if the
current trend toward vegetarianism and veganism is to last.

Heightened social consciousness with respect to animal welfare, personal
health and the large carbon footprint produced by the livestock farming
industry are valid arguments in support of a meat-free diet. These same
points, however, have also placed meat lovers in a moral quandary.

Cognitive dissonance theory posits that conflicting beliefs, thoughts,
attitudes and behaviours that a person has on a particular matter will spur
an effort by the individual to mitigate those tensions. Here, plant-based
meat products seem to assuage the tension between thoughts of “I shouldn’t
eat meat; it’s bad for animals, the environment and me” and “I love meat,
the way it looks, feels and tastes; it’s the quintessential protein source.”

Plant-based meat products appear to be a specifically Western phenomenon.
Their popularity demonstrates Westerners’ resolve to finally shake their
meat habit, but the commercial success of these products reveals the
consumer’s persistent reluctance and resistance to give up meat. After all,
consumers demand not just meat-free products, but products that are
essentially meat’s doppelgängers.

The faux meat manufacturers readily oblige and use every trick in the food
chemistry kit to create plant-based products that are so meat-like that they
could be mistaken for the real thing. Duly touted as synthetic wonders,
these plant-based meat offerings are scrutinized for being overly processed
and questionably healthy, seeing that the “plant” in “plant-based” has all
but faded into obscurity.

Social psychology suggests that enduring attitude change necessitates
changes to that attitude’s underlying structure, namely its cognitive,
affective (emotional) and behavioural components. As replicas of real meat,
plant-based meat only serves to reaffirm the consumer’s conceptualization of
meat as the foremost dietary protein source. A sincere and sustained embrace
of a vegetarian or vegan diet requires a severance of deeply held notions
about meat’s status as a pre-eminent food source.

Individuals who are sincere about embracing a vegetarian or vegan diet will
find golden resources among fellow citizens who have followed genuinely
vegetarian and vegan diets for years, if not generations, without the use of
any highly processed, plant-based meat products.

KFC is testing meatless chicken wings and nuggets

Beyond Meat and KFC have partnered to offer the first fast-food plant-based chicken at one Atlanta location.

A tub of Beyond chicken nuggets, reading “Beyond Fried Chicken: A Kentucky Fried Miracle”
Beyond Meat’s meatless nuggets will be for sale at a KFC in Atlanta — and, if that goes well, potentially at KFC locations everywhere.
 Courtesy of KFC + Beyond Meat

No chickens were harmed in the making of the new KFC nuggets and wings going on the menu in Atlanta.

A single KFC franchise — the one near the SunTrust Park baseball stadium in Atlanta — is now offering meatless chicken from the plant-based food company Beyond Meat. The deal makes KFC the first fast-food restaurant to serve plant-based chicken.

The early results? Hours-long lines, with cars and pedestrians wrapped around the building as customers try to get a taste.

Ashley Renne@HeyAshleyRenne

2 hour wait and line wrapped around the building at @kfc for this Vegan chicken here in ATL y’all. They cut off the drivethrough and will be sold out by 3pm. 🌱

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It’s a huge step forward for both companies — and for chickens, nearly 50 billion of which are raised in factory farms in the US annually.

“KFC is an iconic part of American culture and a brand that I, like so many consumers, grew up with. To be able to bring Beyond Fried Chicken, in all of its KFC-inspired deliciousness to market, speaks to our collective ability to meet the consumer where they are and accompany them on their journey. My only regret is not being able to see the legendary Colonel himself enjoy this important moment,” said Ethan Brown, founder and CEO of Beyond Meat, in the press release announcing the deal.

Beyond Meat has signed deals with Del Taco, Carl’s Jr., Subway, and the national food distributor Aramark, among restaurants and grocery stores nationwide. Competitor Impossible Foods has teamed up with Qdoba, Burger King, and the national distributor Sodexo, among others.

So far, Beyond Meat — like its competitors — has largely focused on imitation beef, with its signature Beyond Burger and new offerings of imitation ground beef. There are some good reasons for plant-based companies to start with beef: Cows are huge contributors to global warming, and there are big sustainability gains from replacing them with plant-based products.

But there are also some good reasons chicken should be at the top of the agenda. Each cow produces a lot of burgers, which means we kill far more chickens than cows to get the same amount of meat. And chickens are among the worst-treated animals on factory farms, caged in small, chemical-treated spaces where disease is rampant, and engineered to grow so quickly that their legs give out. Chicken farming also contributes to public health problems like antibiotic resistance and the spread of bird flu — and yes, chicken factory farms have a carbon footprint too.

For those reasons, animal welfare researchers have urged plant-based meat companies to figure out a substitute for chicken and other farmed chicken products like eggs. Now, Beyond Meat has answered that call with a partnership with the most famous fast-food chicken restaurant in America.

“Beyond Fried Chicken is available in nuggets with choice of favorite dipping sauce, like KFC’s signature Finger Lickin’ Good sauce, or boneless wings tossed in one of three delicious sauce options: Nashville Hot, Buffalo or Honey BBQ,” KFC announced. If consumers in Atlanta agree that they’re finger-lickin’ good, the meatless nuggets could hit menus elsewhere soon.