Reported by the economist, a journalist walks into Honest Burgers, a small chain of restaurants in Britain. Mindful of the carbon emissions that come from raising cows, he orders a plant-based burger. It tastes convincingly beefy, at least when encased in a brioche bun and loaded with vegan Gouda and chipotle “mayo”. He asks where this wondrous environmentally friendly virtueburger was made? Sheepishly, staff inform him that the patty—supplied by Beyond Meat, a California-based company—has been flown in from America.
To be fair, Beyond Meat has plans to begin production of its foods in the Netherlands. The company’s expansion is just one sign of a step-change in the demand for foods aiming to replace meat on people’s plates. A niche business is becoming mainstream. Startups and established food conglomerates are hungry for a share of a rapidly growing market for plant-based meats—foods that mimic the taste, texture and nutritional qualities of meat, without a single animal in sight.
