How Beyond Meat made it to the meat
"It feels like this breakthrough moment," said Beethed's leader Seth Goldman to CNN Business.
"It's not like suddenly we came out nowhere," he said. The company was founded ten years ago. But "in the mind of the consumer, it has definitely been a shift change in terms of awareness and acceptance."
Many supermarkets did not immediately agree to sell Beyond products ̵[ads1]1; which include alternatives to beef patties and sausage made from pea protein – next to real meat and sausage.
But over the years, the company has worked to make the product look and taste more like meat. And he said grocery stores were getting on board. If they did not sell the product in the meat course, Beyond refused to help promote product availability at that location.
"It's very important to us that we enforce it," Goldman said.
Goldman claimed that Beyond is not too concerned with competitors with deep pockets in the sector.
The entrance to the big players "helps legitimize the space," Goldman said. "This is a growing, growing category, I think it's going to be room" for competitors.
He said that Beyond would be able to compete because "we are exclusive, laser focused on making meat from plants. And these other big companies are not."