Beyond Meat Globalization (1).pdf

Currently plant based alternative meat sales are

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Currently plant-based alternative meat sales are projected to outsell beef in some markets. This is all thanks to the work of Ethan Brown who believed back in 2009 that there had to be a more environmentally friendly way to get our protein. He fought for his vision and now alongside his team of researchers his company’s “bleeding burger” formulated from “extracting juice from raw beets and transforms it into concentrated powder colorant” (Well to do, 2018). This concept is the first step in creating a meaty like substance that reminds consumers of beef.
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GLOBALIZATION OF BEYOND MEAT 9 Beyond Meats’ director of chemistry uses an “E-nose, aroma inspector” (Well to do, 2018). This machine is the key to matching the tastes of the animal kingdom to that of the plant kingdom. It doesn’t come from the meat but rather the air the surrounds the meat that is familiar to meat eaters. In matching these smells and tastes the company has truly begun the process of perfectly replicating the “experience of a classic steakhouse” (Well to do, 2018) These successes have been the key factors in Beyond Meats global successes. The slogan, understood across the world “The Future of Protein” truly sets the stage for the advancement of this company as they continue to expand where their products are available. Whether it be retail or restaurant availability, Ethan Brown wants his product to appeal to those “flexitarians” and not just be limited to those observing a vegan/vegetarian diet.
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GLOBALIZATION OF BEYOND MEAT 10 Setbacks Finding a setback in global expansion for a company that so recently decided to go global was rather challenging. But there was one flaw in the expansion into Canada with the partnership with a pre-existing fast-food chain as well as their product coming across as too similar to animal meat. Additionally the price of two burger patties retail price carries a heavy toll on the average consumer's budget. Most of these negative comments about the launch into Canada came from the Vegan community. While most were satisfied with an option like this becoming available at a reasonable price for a ready made plant-based burger, some had a bone to pick with the companies decision to partner with a company that grills their burgers all on the same grill, plant-based and animal meat alike. Vegans in Canada had a problem with the idea that their burger would be grilled on the same grill as animal products. This cross contamination is absolutely unacceptable to some animal rights activists, while to others they are just satisfied that the second largest fast food chain is offering them an alternative option. Lastly the price of a package of Beyond Meat burgers might be a turn-off to some consumers. Priced at “$5.99 for two four-ounce patties, putting the product at $11.98 per pound, significantly more than even grass-fed beef, which at Whole Foods retails for $6.99” (Heath, 2018). You may recall that the Beyond Burgers advancement in the world of veggie burgers is being the first plant-based burger placed on the shelves alongside the animal products, well this could be a disadvantage because of price.
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  • Summer '12
  • Saegert
  • Hamburger, Veganism

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