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

Researchers want the world to eat differently. Here’s what that diet might look like

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NEWS: HOW TO SURVIVE ON A VEGAN DIETX

The world of plant-based mock meat is quickly taking over the vegan market, but many health experts agree, faux-meats aren’t as healthy as they sound. Here’s how to survive on a vegan diet.

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The way most of humanity eats is bad for us and bad for the environment, a new report contends. And the authors are proposing a new diet that addresses both.

three-year research project published in the Lancet Wednesday outlines what a panel of nutrition, agriculture and environmental experts believe is the best way to eat for our own health and the planet’s — and it looks very different from what most people eat. Big changes are necessary, the report contends.

It recommends a plant-based diet, based on previously published studies that have linked red meat to increased risk of health problems. It also comes amid recent studies of how eating habits affect the environment. Producing red meat takes up land and feed to raise cattle, which also emit the greenhouse gas methane.

“The food we eat and how we produce it determines the health of people and the planet, and we are currently getting this seriously wrong,” said one of the report authors professor Tim Lang of the City University of London, U.K.

“We need a significant overhaul, changing the global food system on a scale not seen before in ways appropriate to each country’s circumstances.”

The diet that they propose focuses on eating lots of vegetables, getting most protein from plant-based sources like lentils and other pulses, eating more soy and nuts, and for Canadians anyway, much, much less red meat. Eggs should be limited to fewer than about four a week, the report says. Dairy foods should be about a serving a day, or less.

READ MORE: What an early draft tells us about Canada’s new food guide

“It is a substantial shift from what we are currently eating here in Canada,” said Jess Haines, an associate professor of applied nutrition at the University of Guelph.

However, she said it’s not that different from what’s in the current Canada Food Guide.

Some people recommend eating a “Meatless Monday,” she said. With the tiny amounts of red meat in this diet — maybe one burger or steak a week.

“It certainly wouldn’t just be a Meatless Monday. It might be Meat Monday,” quipped Haines.

The diet set out in the paper contains about 2500 calories a day, which registered dietitian and owner of Wellness Simplified, Amanda Li, said is likely more suitable for a man.

Here’s what a day eating the paper’s “healthy reference diet” might look like, with examples from a few different cuisines, as the dietary guidelines are meant to be applied around the world.

Breakfast:

Oatmeal with peanut butter and a banana could be the basis of breakfast under the Lancet-recommended diet, thinks one dietitian.

Oatmeal with peanut butter and a banana could be the basis of breakfast under the Lancet-recommended diet, thinks one dietitian.

iStock / Getty Images Plus

A North American-style breakfast could be oatmeal, said Li, with two tablespoons of peanut butter and a whole banana mixed in. You could eat two small containers of flavoured fat-free Greek yogurt.

A Middle Eastern breakfast would start with a cup of coffee with milk and sugar, said registered dietitian Sarah Hamdan, who operates Nurtured Mama Nutrition in Ottawa. It could include a toasted sandwich made with a slice of pita bread, three pieces of halloumi cheese, some sliced tomatoes and parsley. It could finish with a clementine.

For a Chinese-style breakfast, you could drink a glass of sweetened soy milk and eat one serving of steamed rice noodles with soy sauce and sesame paste or peanut butter, Li suggested.

Lunch:

A fattoush salad would be a good addition to a healthy Middle Eastern lunch that fits these dietary guidelines, according to dietitian Sarah Hamdan.

A fattoush salad would be a good addition to a healthy Middle Eastern lunch that fits these dietary guidelines, according to dietitian Sarah Hamdan.

iStock / Getty Images Plus

For a North American lunch, Li suggests a salad bowl. Using romaine lettuce and field greens as a base, she’d add bell peppers, a cup of corn, roasted sweet potatoes, two and a half ounces of chicken breast, some feta cheese and pecans and a slice of bacon — with a dressing that includes oil.

This would make a “hefty” salad that could be recreated at a salad bar if you prefer to eat outside of the home.

READ MORE: With mock meat on the rise, here’s how to survive on a vegan diet

A Chinese lunch could be a bowl of congee — a rice porridge — with fish, green onions and ginger as a garnish. You could dip a piece of fried dough into the congee, and wash it down with Hong Kong Style milk tea, she said.

A Middle Eastern lunch that fits the recommended diet might be three-quarters of a cup of mujadara — a dish that’s mostly lentils, with a tiny bit of rice and olive oil, Hamdan suggested. It would be served with fattoush salad and half a cup of plain yogurt.

According to research presented in the report, of major world regions, the Middle East and North Africa likely come the closest to eating the reference diet already, though people there would likely still have to make changes. “There is definitely less of a focus on meat in that part of the world, for sure,” Hamdan said.

Dinner:

Mapo tofu would be a healthy Chinese dinner option that would fit the dietary guidelines, said dietitian Amanda Li.

Mapo tofu would be a healthy Chinese dinner option that would fit the dietary guidelines, said dietitian Amanda Li.

iStock / Getty Images Plus

For dinner, Li thinks an Indian meal would be a good fit in this diet. She recommends cooking a cup of chickpeas in a garam masala spice with ginger, garlic and oil, for a chana masala-style dish. You could serve it on top of two cups of brown rice to get in your whole grains and have some steamed vegetables like broccoli on the side.

A Middle Eastern dinner could be based around mulukhiyah, a stew of a green vegetable called Arab’s mallow in English, along with some chicken and spices, served with rice, Hamdan suggested.

A Chinese dinner, Li said, could be mapo tofu — a spicy dish made with lots of tofu and a little bit of minced pork — cooked with peanut oil. It would be served with rice, three cups of steamed Chinese greens like gai lan or bok choy, and a bowl of pork bone soup, which she says actually contains very little meat, as it’s mostly flavoured by the bones.

For dessert, she recommends a persimmon fruit and a small bowl of sweet walnut soup if you’re following a Chinese menu.

For North Americans, two Oreo cookies are a good choice, she thinks, as they don’t include eggs or dairy and will round out your added sugar allotment for the day.

Hamdan would also include snacks of an apple and some mixed nuts in her daily diet.

“I don’t think it’s hard for people to follow this way of eating,” Li said. “It’s very realistic in my opinion.”

She recommends increasing your intake of plant-based protein gradually, incorporating it bit by bit into your dishes. Adding tofu to your beef stir fry would be one example.

“If I was going to give a major recommendation to follow this diet from this journal article, it would be recommending just choosing one meal of the day to go completely plant-based.”

– With files from AP

Crocodiles living 200 million years ago were vegetarians, study finds

‘The most interesting thing we discovered was how frequently it seems extinct crocodyliforms ate plants,’ says study author Keegan Melstrom

Tooth fossils revealed between three and six members of the ancient crocodile family had specialised teeth for chewing plants (artist's impression)

Tooth fossils revealed between three and six members of the ancient crocodile family had specialised teeth for chewing plants (artist’s impression) ( Jorge Gonzalez )

Long-lost crocodile species living 200 million years ago were vegetarians, a new study has found.

Tooth fossils revealed between three and six members of the ancient crocodile and alligator family evolved specialised teeth for chewing on plants.

Study author Keegan Melstrom, a doctoral student at the University of Utah, analysed 146 teeth from 16 crocodyliforms.

He said: “The most interesting thing we discovered was how frequently it seems extinct crocodyliforms ate plants. Carnivores possess simple teeth whereas herbivores have much more complex teeth.”

According to the study, published in Current Biology, this evolved separately in each of the species, suggesting it was a very successful adaptation.

The plant-eating creatures appeared early in the evolutionary history of the group shortly after the end-Triassic mass extinction 200 million years ago. They would have then been killed off 66 million years ago in the end-Cretaceous mass extinction that killed off all dinosaurs except birds.

All crocodiles alive today have a similar body shape with relatively simple, conical teeth ideal for ripping apart meat. However, the tooth fossils were clearly non-carnivorous and appeared to have specialised forms not seen in modern-day animals.

False color 3D images showing the range in shape of crocodyliform teeth. Carnivores (left) have simple teeth, whereas herbivores (right) have more complex teeth (Keegan Melstrom Nhmu)

To work out what they ate, researchers compared the size and shape of teeth in extinct crocodiles with those around today.

“Our work demonstrates that extinct crocodyliforms had an incredibly varied diet,” said Mr Melstrom.

“Some were similar to living crocodylians and were primarily carnivorous, others were omnivores and still others likely specialised in plants. The herbivores lived on different continents at different times, some alongside mammals and mammal relatives, and others did not.

“This suggests that an herbivorous crocodyliform was successful in a variety of environments.”

Scientists are now looking to reconstruct the diets of these extinct crocodiles, including in fossilised species that are missing teeth.

Mr Melstrom wants to find out why crocodiles diversified so radically after the end-Triassic mass extinction but not after the end-Cretaceous mass extinction, when the vegetarian crocodiles were wiped out.

Meat Substitutes Market perspective, studies, developments and forecast to 2026

Many animal-related disease outbreaks that include swine flu and bird flu over the recent past have led consumers across the globe to shift toward a more vegan diet, influencing meat substitute consumption as a result. Trend toward vegan diet is also being supported by surging prevalence of health problems such as diabetes and obesity. Rise in living standards of consumers coupled with their higher GHDI is further posing a positive impact on demand for not-so-cost-effective meat substitutes. R&D initiatives are being undertaken by global leading food product manufacturers, in a bid to develop novel and superior quality meat substitutes to increasing number of health-conscious consumers globally.

A new report of XploreMR offers forecast and analysis on the meat substitutes market on a global level. The report delivers actual data related to the market for the historical period (2012-2016) along with an estimated intelligence on the market for the forecast period (2017-2026). The information is presented in terms of both value (US$ Mn). Macroeconomic indicators coupled with an outlook on the meat substitutes demand pattern around the world have also been encompassed by the report. The report further imparts key drivers and restraints for the global meat substitutes market, and their impact on regional segments included over the forecast period.

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Report Structure

The executive summary chapter, which initiates the report, offers key market dynamics and numbers associated with the global meat substitutes market, along with key research findings related to the market segments comprised. The market numbers included in this chapter are a blend of compound annual growth rates, market shares, revenues, and volume sales.

A concise introduction to the meat substitutes market is offered in the chapter succeeding the executive summary, along with a formal definition of “meat substitutes”. Elaboration of the market dynamics that include future prospects, growth limitations & drivers, and trends has been delivered in the chapters subsequent to the overview. These chapters also inundate insights apropos to bottom line of enterprises in detail, along with the fiscal stimulus and the global economy.

Market Taxonomy

REGION PRODUCT TYPE CATEGORY SOURCE DISTRIBUTION CHANNEL
North America Tofu Frozen Soy Food Chain Services
Latin America Tempeh Refrigerated Wheat Modern Trade
Europe Textured Vegetable Protein Shelf-stable Mycoprotein Departmental Stores
Japan Seitan Other Sources Online Stores
APEJ Quorn Other Distribution Channel
MEA Other Product Types

Competition Landscape

A complete package of intelligence on leading participants supporting expansion of the global meat substitutes market has been offered in the concluding chapter of this analytical research report. This chapter elucidates the competition landscape of the global market for meat substitutes, providing information on key strategy implementations of the market players, their product overview, key development, company overview, and key financials. A SWOT analysis on each market players has been provided in this chapter of the report.

The geographical spread of the market players included, along with their future growth plans, intended mergers & acquisitions, overall revenues, and market shares are elaborated in detail in this chapter. The report has employed an intensity map for portraying key market players located across geographies.

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Credibility of researched statistics & data is backed by a unique research methodology used by analysts at XploreMR, ensuring high accuracy. This research report on global meat substitutes market can assist readers in acquiring detailed insights on several aspects that govern the market across the regional segments contained in the report. The report readers can use slated strategies to tap the vital revenue pockets, thereby gaining benefits over intensifying competition prevailing in the market. Intelligence presented in this report has been scrutinized & monitored thoroughly by XploreMR’s industry experts. The figures and numbers offered by the report are validated by the analysts for facilitating strategic decision making for market players.

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7 REASONS WHY THIS LIFELONG TEXAS HUNTER WENT VEGAN

VegNews.TexasVegan

Jack Castle refuses to pass on the tradition of killing animals to his three sons after realizing that all animals deserve to be treated equally.

https://vegnews.com/2019/6/7-reasons-why-this-lifelong-texas-hunter-went-vegan


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Fourth-generation Texan Jack Castle was a hunter for decades, learning the tradition from his father, who owned a large cattle business in Texas and Montana. Together, they travelled the world hunting for birds and big game, and Castle went on to run his own 900-acre cattle ranch where he continued to slaughter cows for food. Today, he’s a vegan and a shining example that even the manliest of hunters and meat-eaters can make a lifestyle change for the better. Castle put his former cattle ranch property into conservation to benefit the surrounding wildlife, and he now challenges other hunters to go vegan by inviting them to his home for lavish, six-course “Hunters Dine Vegan” dinners. Because there’s nothing quite as powerful as the conversion of the most unlikely of the unlikely, here are seven reasons why Castle made the decision to let go of hunting and ranching and go vegan for the animals.

1. He didn’t want to support factory farms.
“I was startled to learn of animal factory farms,” Castle told VegNews. “That’s how I began to understand animals differently. Those animals live in a severe state of misery. There is nothing majestic about breeding animals in filth, steel, and cement and putting them in cages for their entire lives. Understanding this treatment of animals bridges the connection to what we put on our plates and then to their land, true nature, and hunting. That is what did it for me.”

2. He realized that killing animals for sport was irrational.
“When I hunted birds and big game it was for sport and I normalized it,” Castle said. “Now, the power not to kill is a greater power. The power to withdraw from hunting is power. I have a need to be a caretaker and to be a steward of the land. I have always loved animals, but I was a sport hunter and I was not emotional. I rationalized it as a challenge. But now I wish to awaken other hunters to feel what I will forever feel. It is very gratifying.”

3. He saw a greater appreciation for all life.
“I treat all animals equally now,” Castle said. “When I look an animal in the eyes, I see their soul; I am looking into their eyes and reconnecting with them very differently. I have always loved wildlife, but now I am more connected, more in love. Being vegan gives me a greater appreciation for life, really. I love the animals more. And it has made me realize that animals have the same emotions as me—the need to feel pleasure, to play, to care for family.”

4. He realized the animals on his plate were no different than his cats and dogs.
“I am already guilty of disturbing animals’ lives before, from eating them to hunting them,” Castle said. “Putting a steak on a plate is paying someone else to kill the animal and bring it to you wrapped in plastic. The tragedy of factory farms can be stopped with one choice and that is to eliminate meat, dairy, and eggs from your plate and go with—as my wife says—phytonutrient-dense foods packed with fiber. And those are not in animal tissue. These factory-farmed animals deserve equality and should be treated the same as our cats and dogs, at minimum. Love and respect has no boundaries.”

5. His wife, simply put.
“The passion and love my wife Shushana Castle [who is a vegan advocate and author] shows every day for the animals and for our earth inspires me,” Castle said. “She taught me to respect all life without judgment. She helped me accept that the pig, the cow, the chicken, all living beings deserve the same respect as our family dogs. That love has no boundaries and equality extends to the caged and wild animals, too.”

6. He wanted to nurture animals’ natural habitat and transform his ranch into a wildlife sanctuary.
“From this newfound awareness, I extended my love for nature and wildlife to the ranches, so I created a sanctuary for wildlife,” Castle said. “The lands are vastly enhanced with enlarged lakes, streams, and ponds from underground water and the animals feel safe and protected. My lands are now a safe haven for the animals. They intuitively know when it’s hunting season and now they flock to the land for safety. This new relationship with all the big game and birds has intensely given me so much fulfillment. Sometimes big game stares at me. It’s the other way around now. We look into each other’s eyes and I feel like I can see their soul.”

7. A vegan diet gave him endless energy.
“It’s total fulfillment not participating in the suffering of animals, not taking away life,” Castle said. “We live in nature, so it’s my duty to renew the earth the best I am able. I have a lot of energy from dropping all the meat and dairy from my meals. Making a contribution of peace in a caring manner, to not kill for a sport, just feels right.”

There’s a new meatless Beyond Burger. It tastes even more like meat.

https://www.vox.com/2019/6/11/18659900/beyond-meat-burger-bynd-new

Beyond Meat’s latest alternative meat product hits grocery stores this week.

Courtesy of Beyond Burger

There’s a new Beyond Burger hitting supermarket shelves — one that the company promises is “even meatier.”

It’s the latest product offering from Beyond Meat, the fast-growing producer of plant-based meat products that are meant to taste just like meat and provide consumers with a more sustainable, more animal-friendly alternative.

The new burgers arrive in grocery stores starting this week, and will be available nationwide by the end of June. There are three major changes between the current burgers, which first came out in 2016, and the updated Beyond Burger. First, the new burger starts out red and changes colors (to brown) as it cooks, thanks to an extract from apples. This doesn’t affect the flavor much, but presentation still makes a big difference to consumers.

Secondly, Beyond Meat has changed up the ingredients to make the burger a more complete protein source — the new recipe uses a “blend of pea, mung bean and rice proteins,” a company spokesperson told me in an email. The mung bean and rice proteins are a new addition, aimed at giving the product more fiber and making its protein content more similar to that of a beef burger.

Third — and most notable from the package — Beyond Meat has added “marbling,” or those pockets of fat that are often credited for meat’s juiciness and flavor.

I tried out the improved burger and — while I’m very much not a burger connoisseur — it’s tasty and flavorful. I’m a vegetarian, so I recruited a meat-eating friend to the taste test for an opinion as well. He approved, too. One of my biggest complaints about past Beyond Burgers was that they were a little dry and bland, and the marbling seems to help with that.

The result is a burger that Beyond Meat hopes will compete both with conventional meat products and with fast-growing competitor Impossible Foods, which has landed coveted distribution deals with Qdoba and Burger King, and which, like Beyond Meat, aims to convince consumers that meat products can be just as tasty if no animals are involved.

It’s been a good few years for Beyond Meat. National chains including Del Taco, Carl’s Jr., and T.G.I. Friday’s have started carrying their products. They’ve also found their way onto grocery store shelves at Whole Foods, Kroger, and Target. In total, Beyond Meat says its products are available in more than 35,000 outlets, from hotels and college campuses to grocery stores and sports stadiums. Sales have been growing fast — last year the company reported revenues of $87.9 million, up from $32.6 million in 2017.

When Beyond Meat went public at the beginning of May, its stock soared — from an IPO price of $25 to a current price of $167, or a 670 percent increase. Beyond Meat means to use the money it raised in its IPO to expand its supply chain and meet the increasing demand for its products, chairman Seth Goldman told me at the time.

But another priority for the company has been improving the taste and nutrition profile of its burgers. There’s a lot of demand for a product that tastes just like meat, and a lot less demand for one that tastes kinda like meat. And by the accounts of many food reviewers, Impossible Foods was ahead of Beyond Meat on this front, with burgers that tasted just a tiny bit meatier. (Other reviewers have favored Beyond.) The new Beyond Burger is the latest turn in this meatless competition.

Plant-based meat alternatives are getting big

There’s a lot wrong with our food system. Producing meat by raising animals on factory farms produces tons of greenhouse gases, and many analysts think we can’t tackle climate change without tackling the enormous emissions that go into agriculture. Animals in close quarters are fed low-dose antibiotics constantly so they don’t make one another sick, which contributes to antibiotic resistance, a huge threat on the horizon for public health. And animals on factory farms are routinely subjected to intense cruelty and conditions that disgust the average American consumer.

That’s what inspired people to start working on meat alternatives — and it may be what’s inspiring the consumer enthusiasm that has buoyed them in recent years. Products like veggie burgers, fake chicken, and soy and almond milk are growing in popularity and market share — and even better, they’re getting tastier and harder to distinguish from animal products.

New breakthroughs in food science have made it easier to imitate the flavor and texture of real meat. While early veggie burgers were almost exclusively purchased by vegetarians, Brown says that 93 percent of Beyond Meat customers buy regular meat too — suggesting the company has succeeded at making something that appeals to meat eaters.

Beyond Meat was among the pioneers of this new generation of plant-based meat, which aimed to replace bean-based veggie burgers marketed mostly to vegans. The company’s commitment to refining its products and improving the taste have been crucial on that front — consumers who also eat meat are fairly picky about the flavor of plant-based products.

The rest of the plant-based meat industry has been thriving too. Burger King has been expanding their Impossible Whoppers to stores across the countryQdoba announced last month that it would be serving Beyond Meat competitor Impossible Foods. Industry giants Tyson and Purdue are pursuing their own plant-based product lines. A few years ago, the Impossible Burger was available in a handful of restaurants — now it can be found in more than 5,000.

“There’s a sense that there’s a movement going on that’s much bigger than any one company,” Brown told Vox last month.

The interesting thing about that movement is that plant-based meats don’t have to displace all animal meats in order to make a big difference. Every burger replaced with a Beyond Burger has an impact on CO2 emissions, demand for factory farming, and demand for antibiotics. The more the plant-based meat industry grows, the more those impacts will be visible — and that might, in turn, itself fuel more interest in plant-based meats.

Beyond Burger’s team doesn’t just believe they’ve found a niche — they say they’ve figured out the “Future of Protein.” The new burger certainly seems to represent one more step towards that future.

Beyond Meat says one overseas market has ‘desperate’ need for plant-based protein

KEY POINTS
  • Beyond Meat shares surged after its better-than-expected first-quarter results on Friday, as growth around the world for plant-based protein alternatives to meat exceeded forecasts.
  • The global region where Beyond Meat says the need is “desperate” for its products is Asia.
  • Even though beef has never been a staple in many Asian countries, Asia has the fastest-growth rate of beef consumption in the world. It also faces some of the world’s biggest environmental issues.
H/O: Beyond Meat
Beyond Meat plant-based burger patties.
Source: Beyond Meat

Beyond Meat is booming in the U.S., which has the highest level of animal-based meat consumption per person on a global basis and where meat is the largest category in the food industry, a $270 billion business. The U.S. opportunity is just getting started: Nielsen data shows Beyond Meat has just 2% household penetration in the United States.

But the company has said that the global opportunity is just as compelling — meat is estimated to be a $1.4 trillion market — and that is where some of Beyond Meat’s fastest growth may yet come.

Shares of Beyond Meat, already the best initial public offering of 2019, soaredafter its first-ever earnings report as a public company, and the opportunity in Asia is one that CFO Mark Nelson highlighted.

Responding to a question from an analyst on the quarterly earnings conference call about the international opportunity and how much of the growth it will drive going forward, Nelson said it is an important “but still pretty small percentage of our overall revenue.” He noted that Europe and Asia are “very significant” markets for its products and pointed to the fact that Europe already has a “very well-developed market” for plant-based proteins.

But it was the word he used to describe the Asian opportunity that was about as dramatic as CFO talk ever gets. “Asia has a desperate need for this. So I’m going to be very aggressive in going into those markets, and our team will be as well. … Asia is absolutely a strong part of our strategy.”

Beyond Meat has been planning for international expansion since well before its public debut. It noted in 2018 that 10% of its consumer inquiries in the previous year were from international markets, a factor that contributed to its rollout across 40 countries. Beyond Meat is currently distributed internationally to through local partners in Australia, Chile, the European Union, Hong Kong, Ireland, Israel, the Middle East, New Zealand, South Korea, Taiwan and the United Kingdom, markets where the company said it “received strong inbound interest for our plant-based products.”

In March, Beyond Meat introduced its plant-based protein burger in Singapore. That followed the 2017 introduction of the Beyond Burger in Hong Kong. Among international markets, Australia is among Beyond Meat’s most penetrated to date. The company had said in its S-1 filing ahead of the IPO, “for several years we have maintained a presence and generated brand awareness in Asia through our local distributor, and expect further expansion in the region over time.”

VIDEO03:11
Beyond Meat early investor: Management has made all the right moves

Beyond Meat has previously cited research firm forecasts that the global market for plant-based meat will be worth $6.5 billion by 2023, with the fastest-growing market being the Asia-Pacific region. Allied Market Research data shows that though demand is highest in Europe and North America, the Asia-Pacific region is the fastest-growing market for the plant-based products, with demand forecast to increase at a compound rate of 9.4% a year until 2025.

In its IPO filing, Beyond Meat stated, “In markets excluding the United States, the amount of meat consumed has more than doubled in the past two decades from 120 million tons in 1997 to 280 million tons in 2017, according to the OECD.”

In 2017 and 2018, international sales represented only approximately 1% and 7% of Beyond Meat sales, but the company expects international sales to “grow substantially in the future … and contribute an increasing share of our net revenues in coming periods.”

International is growing more quickly than the company expected, its management team said on the earnings call. It just signed a deal with Netherlands-based Zandbergen for its first production facility overseas, and Beyond Meat executive chairman Seth Goldman said on the call, “We have certainly seen growth in Europe happening more quickly than we anticipated. And so from our point of view, as Ethan [Brown, CEO] said, we want to be aggressive with production.”

Many factors at play in Asia

Many Asian markets were not historically places where beef was a staple on the diet — it still is not in many. But with a rising middle class, especially in China, beef consumption has been rising. In the early 1980s, China’s meat consumption per head was around 13 kilograms per year and has risen to 50 kg per person — over half the level in the U.S., according to data cited by Dora Marinova, director of the Curtin University Sustainability Policy Institute in Australia, in a recent Nikkei Asian Review article.

“Consumption has already surpassed sustainable levels in China,” she told the Nikkei. “From an environmental point of view, it has to go down to at least half of what it is.”

Some Asian players are moving into the space. In Japan, Otsuka Foods launched the market’s first plant-based protein burgers last year.

Asia’s growing population and appetite for protein is not just limited to beef, but historical staples like pork and seafood, and that will have major consequences for the globe.

A report from Singapore-based consultant Asia Research and Engagement forecasts that a rising Asian population, increasing incomes and the trend toward urbanization will result in a 78% increase in meat and seafood demand from 2017 to 2050, according to a Reuters report.

The report estimates that a land area the size of India will be needed for additional food production, while water use will double per year and greenhouse gas emissions spike. It also noted the use of antibiotics in the livestock industry will present greater risks for human and animal infection.

Euromonitor research from recent years shows that Asian animal protein consumption can vary widely based on income. Per capita meat, fish, and seafood consumption ranges from as law as 11 kg per capita per year in India to over 144 kg in Hong Kong. Hong Kong, where Beyond Meat introduced its burger in 2017, has 23 times the per capita annual disposable income of India.

In China, non-income factors have made beef more attractive. Pork industry safety scandals, public health campaigns designed to encourage the consumption of lower fat protein options, and recent bird flu epidemics led to beef and veal becoming the fastest-growing meat category in volume in recent years, Euromonitor found.

Beyond Meat’s home in the meat aisle sparks food fight

NEW YORK (Reuters) – In a bid to directly compete with ground beef and pork sausage, Beyond Meat Inc bills itself the world’s first plant-based burger sold in the meat case of U.S. grocery stores.

Vegetarian sausages from Beyond Meat Inc, the vegan burger maker, are shown for sale at a market in Encinitas, California, U.S., June 5, 2019. REUTERS/

But interviews with nine U.S. grocery chains show that retailers are still figuring out Beyond Meat’s best fit in their shopping aisles – and it may be closer to the vegan section than the refrigerated meat department so desired by Beyond Meat.

The stakes are high in the battle over supermarket real estate, as upstart Beyond Meat seeks to quickly carve out its place in the meat section in the face of pushback from meat producers before more plant-based rivals from Impossible Foods and Nestle SA hit the market.

Natural Grocers by Vitamin Cottage Inc, which owns some 150 stores in 19 states, told Reuters it places Beyond Meat in a refrigerated section with other alternative proteins like tofu, and not the meat case, to avoid confusion among shoppers, its co-president, Kemper Isely, said.

At the 35 Kings Food Markets and Balducci’s Food Lover’s Markets across New York, New Jersey, Connecticut and the Washington D.C. area, Beyond Meat products are sold both in the dairy and meat section.

“Sales in both spaces have been great and customers generally view this as a new food category,” said Stephen Corradini, chief merchandising officer at KB US Holdings Inc, the investment firm owning the stores.

Other retail chains across the United States, including Town & Country Markets Inc in the Pacific Northwest, New York-based Morton Williams Supermarkets and Fresh Thyme Farmers Market in the Midwest, echoed Corradini, saying they see high demand among customers regardless of where Beyond Meat products are placed.

Beyond Meat and its new meatless burger rivals are counting on going head to head with meat inside stores. They avoid terms such as vegan or vegetarian, and request stores do not place their products in the supermarket vegan aisle where non-meat eaters traditionally buy tofu, tempeh and other plant-based alternatives.

Marketing its burger as one designed to look, cook and taste like traditional ground beef, Beyond Meat targets mainstream consumers who want to reduce their meat consumption amid growing concerns over health risks, animal welfare and environmental hazards of industrial animal farming.

“Find it in the meat aisle,” the company’s website says of its sausages and burger patties, which are made of yellow pea protein, coconut and canola oil.

Beyond Meat declined to comment ahead of its first earnings report scheduled for Thursday afternoon.

The company has warned in regulatory filings that changes to retail placement could hamper growth by failing to attract new customers and effectively compete with animal-based protein. Analysts consider Beyond Meat’s strategic placement a “strong advantage” over competitors and a differentiating factor in reaching the broadest possible U.S. market which they estimate to be $100 billion by 2035.

Investors are bullish on the business model, boosting Beyond Meat’s valuation to more than $6 billion from $1.5 billion when it went public on May 2, even though the California-based company said it may never turn a profit.

But while Beyond Meat requests stores sell its products next to real meat, there are no contractual obligations on product placement, according to interviews with nine retail chains. Some grocers, such as The Fresh Market Inc, which operates some 160 stores across 22 states, place Beyond Meat in the freezer with other veggie burgers or even the dairy section as they evaluate sales and decide on a long-term placement strategy.

“The freezer section is our initial go-to destination as our guests otherwise wouldn’t intuitively know where to find the product,” said Dwight Richmond, Fresh Market’s director of grocery.

Kroger Co, Target Corp, Amazon.com Inc’s Whole Foods, Walmart Inc, Ahold Delhaize, Shop Rite, Stater Brothers and Wegmans, which all sell Beyond Meat, did not respond or declined to comment on their placement strategy.

Sean Saenz, senior director of meat and seafood operations at Gelson’s, which owns 28 stores across Southern California, said the retailer did not see strong sales when it initially placed Beyond Meat in the freezer.

Since moving the burger out of the freezer, Beyond Meat sales are up 60 percent, Saenz said, while sales in the overall vegan section grew 20 percent.

“We’re still heavily weighted on probably 60 to 70 percent of the Beyond Meat being sold from the vegan location,” Saenz said, calling purchases out of the fresh meat case “more of an impulse buy.”

“I don’t think it will ever be as big as meat, but it’s definitely adding growing sales which is something every retailer is looking for,” he said.

CONSUMER CONFUSION?

The fresh meat case is one of the most restricted areas in a supermarket because space is limited and perishable items need to be chilled, according to Rick Stein, vice president of fresh foods at the Food Marketing Institute, the retail trade association.

He sees retailers carving out space for plant-based meat alternatives in the packaged meat section, next to bacon, sausages and ham, a placement aimed at adding sales.

The move has drawn the ire of the U.S. Cattlemen’s Association, which wants the meat case reserved exclusively for real meat and says the new products create confusion and erode the trust consumers place in the meat case.

“These plant-based companies are riding on the coattails of the beef industry, which has spent decades building up a healthy brand consumers trust,” said Lia Biondo, USCA’s director of policy and outreach.

COMPETITION COMING

The debate is about to get more noisy as Beyond Meat, which began selling its burger patties to retailers about three years ago, begins to face more plant-based competitors in stores.

“Competition over placement is clearly heating up as everyone vies for a spot in the meat case,” said Phil Lempert, an expert on retail food trends who advises companies on food branding and consumer behavior.

Canadian packaged meat producer Maple Leaf Foods Inc, which sells plant-based meat alternatives such as vegan ground beef under its LightLife brand, expects its products in the meat case of U.S. retailers by this summer.

Impossible Foods, which has so far focused on supplying restaurants, plans to sell its Impossible Burger in supermarkets’ meat cases by the end of the year.

Nestle, the world’s biggest packaged foods group, seeks to sell a pea-based veggie patty called Awesome Burger under its U.S. plant-based Sweet Earth brand. Kelly Swette, who founded Sweet Earth in 2012 together with her husband, told Reuters in an interview Wednesday that Awesome Burger will be available in supermarkets and restaurants in September or October.

Tyson Foods Inc, the largest U.S. meat processor, is also working on its own line of alternative protein products after it sold its stake in Beyond Meat in April.

John Beretta, group vice president for meat and seafood merchandising at Albertsons Companies Inc, which owns Safeway Inc, Lucky and Randalls stores, said the meat case will change based on consumer demand, with plant-based items potentially replacing some meat products.

“We’re at a point where plant-based meats have become a segment of their own, and by the end of the year we’ll have a section solely dedicated to these products inside the meat department,” said Beretta.

3 factors are driving the plant-based ‘meat’ revolution

 as analysts predict companies like Beyond Meat and Impossible Foods could explode into a $140 billion industry

impossible whopper
Plant-based “meat” is going mainstream.
 Burger King
  • Plant-based “meat” sales are set to explode, with Barclays estimating that the market for alternative meat could grow by 1,000% over the next 10 years, reaching $140 billion.
  • Barclays says that climate change, animal welfare concerns, and greater interest in wellness are driving the meat-substitute revolution.
  • “Sustainability is increasingly more relevant as consumers, especially Millennials and Gen Z, have become more aware of the damage that food production has caused to the planet,” Barclays states in a recent report.
  • Visit Business Insider’s homepage for more stories.

Plant-based “meat” is going mainstream, as grocery stores and fast-food chains jump on the alternative meat bandwagon.

The market for alternative meat could reach roughly $140 billion over the next 10 years, according to a report released this week from Barclays. Currently, the market for plant-based “meat” is just $14 billion.

Read more: Evidence is mounting that fast-food chains from Chick-fil-A to McDonald’s will be forced to add vegan menu items — or face the consequences

Barclays posits that alternative meat could take over 10% of the $1.4 trillion meat industry. This is a goal that has been central to the rise of plant-based “meat” makers Impossible Foods and Beyond Meat as the companies target meat eaters over vegetarians.

Here are the three factors that Barclays says are driving the meat-substitute revolution.

Climate change and environmental worries

climate change
A protester attends a demonstration under the banner “Protect the climate — stop coal.”
REUTERS/Wolfgang Rattay

“Sustainability is increasingly more relevant as consumers, especially Millennials and Gen Z, have become more aware of the damage that food production has caused to the planet,” Barclays states.

Plant-based products aren’t necessarily a perfect solution, with Barclays highlighting palm oil production’s links to deforestation. However, with climate change becoming “a more relevant topic,” Barclays says that companies have the “opportunity to highlight how their products address this concern.”

Animal welfare concerns

New Zealand cow farmRetuers/David Gray

With more than 95% of farm animals raised on factory farms, Barclays says that concerns regarding animal cruelty are making plant-based “meat” more popular. People are becoming more aware of farming industry practices and pressuring companies to change, as well as exploring plant-based options.

“In extreme cases, the birds may also face sleep deprivation as some factory farms keep lights on all day and night to encourage more eating rather than sleeping.”

However, most people aren’t giving up meat entirely in response to the mistreatment of animals. Barclays sees the biggest opportunity for growth coming from people who still eat meat, not vegetarians and vegans.

Health and wellness concerns

White Castle Impossible burger
Fast-food chains are adding plant-based burgers to the menu.
Sarah Jacobs/Business Insider

People around the world are more health-conscious than ever before, with Barclays saying that wellness is now a lifestyle as opposed to a trend.

However, many people remain confused on how to actually become healthier. And, many meat alternatives have just as many calories as — and even more sodium than — traditional meat products.

“Besides people thinking that they are healthier than what they really are, they tend to address their issues with protein by focusing on taste and price, which could deter adoption of alternative meats if they don’t satisfy consumers on these counts,” the report reads.

SEE ALSO: Chick-fil-A is exploring vegan menu items as chains like Burger King and Chipotle double down on meat substitutes

How to Shift to a More Plant-Based Diet, Without the Guilt

Kathy Freston is a New York Times bestselling author four times over. Her books on healthy eating and conscious living include The LeanVeganist and Quantum Wellness. She considers herself a wellness activist and has appeared frequently on national television.

All this, and yet, she’s not strident or bossy. She wouldn’t dream of making me feel bad if I sprinkled parmesan on my pasta. She somehow understands that I can’t seem to give up my cow’s milk lattes.

“I’m a big believer in progress, not perfection,” says Freston. She offers easy, manageable ways to ease into a more plant-based diet. Freston takes a compassionate, no-guilt and shame-free approach to omnivores who try to reduce their meat consumption but who are maybe not on board the vegan train.

Leslie Crawford: You take an unusually gentle approach with people who aren’t vegetarians or vegans. Is this really an effective approach?

Kathy Freston: I realized that if someone lectured or shamed me, I’d probably reject the message and not have developed any of my own insights, whereas when I talk to people who are nonjudgmental, I’m an open receiver. So, I decided to share the message the way I like it to have done with me.

Your dog was instrumental in your conversion to becoming a vegetarian and then a vegan. Tell us about your “ah-ha!” moment.

I had received a pamphlet in the mail from some animal organization depicting a cow being dragged to slaughter. It hit me hard, and I didn’t know what to do with that. Later, I was playing with my dog Lhotse, and she was lying on her back and looking up at me. When I looked back at her, [I] suddenly imagined her being lined up for slaughter and considered how she’d feel. I thought, If I don’t want my dog to go to slaughter, why would I want any animal to go to slaughter? As you know, a dog is no better or worse than any animal.

You talk about how becoming vegan is a process. I think some people think it’s just too hard because they have to entirely change the way they eat in order to become one.

It’s a process for several reasons. One is that our culture has effectively numbed us to what’s happening to animals. We are told it’s normal, natural and necessary. From early childhood, we’ve been indoctrinated with the idea that it doesn’t matter how we treat farm animals. It takes a while to get over that indoctrination.

The second thing is that we like to eat what we like to eat. Certain habits and traditions are ingrained in us. For anyone who has a habit, it’s very hard to break it.

Finally, it’s about being resourceful. It takes a while to find your footing: what to make for dinner, how to shop, how to please your kids. All those things work in tandem. If you give yourself time and space to figure this out, anyone can do it.

I’m getting there, and this may sound silly, but I’m having trouble giving up cow’s milk lattes.

Try the 21-day rule. It’s easy to change a habit in that amount of time. So for 21 days, try soy milk or oat milk — whatever it is you want to use as a replacement. It might not be great the second or third day, but once you get in the habit of something, you can change.

We talked about how shaming people for eating meat doesn’t work. I’ve found that meat-eaters also try to shame vegetarians and vegans. Have you experienced this?

That happens all the time. I remember a dinner party with some VIP people. The host was serving meat and cheese, and I just quietly said, “No thank you. I’m good with what I have.” I’d already told the host I’m a vegan, so not to worry about getting an extra steak or fish. When I said “no thank you” to the third thing she offered, she told me, “You’re so boring!” I was so humiliated. The last thing I want to do is make a spectacle of myself.

That was a while ago. Now I just think, “Oh my goodness,” but I don’t get upset. I don’t like to get into arguments.

Any other tips for moving over to a more plant-based diet?

This is a movement about kindness. If you come from that place, the changes stick. But if you force yourself and hate it, it won’t stick. We are looking for long-term change.

Once you take the pressure off, you can lean into changing. My intention was to become someone who no longer eats animals. I knew it wouldn’t be easy. I grew up eating meat three times a day. But I allowed myself to become curious and went to see what I could find at the grocery store. All of this creates momentum, and I just leaned into it.

Plus, nowadays, there are so many plant-based meats — so many great products to choose from.

Many parents, including me, struggle with trying to raise kids vegetarian or vegan. Advice?

Find what a child actually likes rather than forcing something. Sometimes it’s Gardein chicken fingers or a vegan burger or [vegan] cheese. I’m a big lover of smoothies, and you do want to get good nutrition. You can put in frozen broccoli, blueberries, protein powder. But don’t worry about being uber-healthy right away. Start by finding some things they like and build from there.

Consider taking them to a farm animal sanctuary. There are great books to have on hand: Dr. Joel Fuhrman wrote one called Disease-Proof Your Child: Feeding Kids Right. Your books Sprig the Rescue Pig and Gwen the Rescue Henare wonderful. Brava! I can’t wait to see them in every kid’s hands.

***

Here’s further advice from Freston taken from her own writings:

Practice tolerance: That’s how you can change hearts and minds, and how you can change your own eating habits, too.

Lean into plant-based eating: Take it a step at a time. For example, you could start by abstaining from eating small animals such as chickens and fish, then cutting all large animals (cows and pigs) from your diet.

It’s also okay to be vegan-ish: So you eat cheese now and then, but you have cut out all other animal products. Allow yourself these small things, and applaud what you’ve already done.

Eat consciously: Conscious eating is being aware of where your food came from. Consider the 9.47 billion land animals who suffered and were killed for food in 2017. Think: 10 steps before it got to me, what did this single animal experience? It helps to think small as well because the vast number of animals slaughtered for our food can be so unfathomable. Think of that one chicken, that one animal. What did that creature experience on her way to my dinner plate? Am I all right with that just so I can have my chicken sandwich?

Beyond Meat preps for IPO as rivals take bite out of food industry

https://www.theguardian.com/business/2019/apr/28/beyond-meat-wall-street-debut-public

Startup is the latest ‘unicorn’, with a valuation of about $1.2bn, to go public as its competitor launches the Impossible Whopper

In 2018, Beyond Meat brought in a net revenue of $88m, and lost $30m.
 In 2018, Beyond Meat brought in a net revenue of $88m, and lost $30m. Photograph: George Whale

Wall Street is going vegan. At some point in the next four weeks, Beyond Meat, a pioneering plant-based meat alternative startup, will debut on Wall Street at a valuation of about $1.2bn. And in the meantime its rivals are cutting deals with some of the biggest names in food.

Beyond Meat is the latest in a series of “unicorns” – private companies valued at over $1bn – to go public. And this one is edible.

The company, based in El Segundo, California, was founded 10 years ago by tech entrepreneur Ethan Brown. It found early backing from legendary Silicon Valley financiers Kleiner Perkins Caufield & Byers – and later from Bill Gates and Leonardo DiCaprio – before it brought its first product, a chicken-free “chicken”, to market in 2013.

Now the company is going public, at a pivotal moment for meat-like products created from plant-based protein, mainly yellow peas, which are being used to create a new wave of burgers (which actually “bleed” with beet juice), together with poultry and sausage substitutes that taste far closer to the real thing than their predecessors.

The benefits of eating less meat from both ethical, environmental and health standpoints, have never been greater. And the business community has spied the potential for big profits.

Even giant meat companies such as Tyson, the world’s second largest processor of chicken, beef and pork, are backing meat alternative startups. It is investing in cultured meat maker Future Meat Technologies, which grows meat from cells.

Memphis Meats, another company developing cultured meats, boasts the vast Cargill grain company among its investors, alongside Gates, again, and Sir Richard Branson.

Wall Street’s interest doesn’t stem from a new found love of veganism. US meat production totalled 52bn lb in 2017, poultry production totalled 48bn lb. Beef exports alone are worth over $7bn a year.

The goal of Beyond Meat’s Brown is to recreate meat with plant-based inputs. “We don’t want you to walk away from meat, we’re just taking animals out of the equation,” he said in an interview with CBS, citing figures that show 70 million Americans are reducing their intake of meat.

In a letter written by Brown included in Beyond Meat’s IPO prospectus, Brown insists: “We do not face a binary decision to eat or abandon meat.”

He describes livestock as “a bioreactor consuming vegetation and water and using their digestive and muscular system to organize these inputs into what has traditionally been called meat”. Beyond Meat, he says, does the same, without the animal.

So far, Beyond Meat is consuming cash. In 2018, it brought in a net revenue of $88m, and lost $30m. A year earlier, revenues were nearly $33m, and the company made a loss of $30m.

But that could change fast if alternative meat products can take just a small bite out of the $1.4tn global meat market, or mirror the success of non-dairy milk products – which in the US is now 13% of the size of the traditional dairy milk business.

As consumers increasingly turn to plant-based meat alternatives, the only limit for growth maybe the availability of plant-based protein to make products from.

Just five years since the launch of its debut product, Beyond Meat products are now available at 30,000 outlets in the US and overseas, from Whole Foods and TGIF in the US to Tesco and All Bar One in the UK.

According to Dan Altschuler Malek, a venture capital partner at New Crop Capital, an early investor in Beyond Meat, the meat, dairy, egg and seafood sectors are a trillion-dollar market ripe for large-scale disruption.

“We believe the global food system is broken and one of the contributors is animal agriculture which has caused significant damage to the environment,” said Malek. “At some point, the planet will hold 9 billion-plus people, and the reality is there are not enough resources to sustain current levels of protein consumption.”

Beyond Meat, Malek says, is the third generation of plant-based products. The first was for vegans who, for philosophical reasons, sacrificed pleasure for beliefs in refusing animal proteins. The second generation developed products with taste and flavor. In the third generation, companies like Beyond Meat looked to develop products that are good enough on their own to consume without any sense of loss or substitution.

“That’s a seamless transition for the consumer and that’s what the third generation of producers are doing. Manufacturing technology has played a large part. Now we have a convergence that fulfill the promise of great taste and texture for consumers.”

Ultimately, Malek believes, we may begin to detach from the need for plant-based protein to resemble meat products. But now it’s still early days and consumers still want something that they already know.

“You can’t make them jump across two axes, simultaneously, switching ingredients and switching flavor. Eventually we’ll get to a place where products don’t need to resemble chicken or beef or lamb. They will simply be delicious and plant-based.”

And moneyspinning.