Ethan Brown Wants to Take Us Beyond Meat

Summary

In this inspiring conversation, Ethan Brown, the founder of Beyond Meat, shares his journey from clean tech to revolutionizing the food industry with plant-based meat alternatives. He emphasizes the importance of persistence, passion, and assembling the right team to overcome challenges and achieve success. Brown discusses the health and environmental benefits of plant-based diets, and his vision for Beyond Meat to become more affordable and accessible than traditional animal protein, ultimately contributing to a healthier and more sustainable future.

Takeaways

• 🌱 **Persistence is Key**: Ethan Brown emphasizes the importance of persistence, listening to the 'no's, and continuing to push forward despite challenges.
• 💖 **Lead with Passion**: He shares that leading with passion and building the right team are crucial for the success of Beyond Meat.
• 🔄 **Transition from Clean Tech to Food**: Ethan's initial work in clean tech led him to realize the environmental impact of livestock, prompting his transition to the food industry.
• 🥩 **Understanding Meat Composition**: He explains that meat is essentially a combination of amino acids, lipids, trace minerals, vitamins, and water, which can be replicated from plant sources.
• 🌱 **Plant-Based Protein Innovation**: Beyond Meat focuses on extracting core components of meat from plants and assembling them to mimic the structure of animal muscle.
• 🏆 **Overcoming Skepticism**: Ethan discusses the challenge of convincing investors and the public about the viability and benefits of plant-based meat.
• 🏋️‍♂️ **Health and Performance**: He addresses the myth that animal protein is necessary for athletic performance, advocating for the health benefits of plant-based protein.
• 💼 **Business Strategy**: Beyond Meat's strategy includes relentless innovation, aiming to outcompete animal protein in taste, health benefits, and cost.
• 💸 **Cost Competitiveness**: Ethan is committed to making plant-based meat cheaper than animal protein, leveraging the efficiency advantages of plant-based production.
• 🌐 **Global Impact**: Success for Ethan and Beyond Meat is measured by their ability to provide healthier, more sustainable food options globally, contributing to a better planet.

Q & A

What was Ethan Brown's initial career focus before founding Beyond Meat?

Ethan Brown initially focused on clean tech, working with alternative energy sources such as lithium-ion batteries, solar cells, wind, and fuel cells, particularly hydrogen-powered proton exchange membrane fuel cells.

How did Ethan Brown's background in clean tech lead him to the food industry?

Ethan Brown's transition from clean tech to the food industry was driven by his realization of the environmental impact of livestock on climate change. He saw the inefficiencies in land, energy, water, and emissions used in traditional animal agriculture and decided to apply his problem-solving skills to create a more sustainable protein source.

What is the fundamental composition of meat according to Ethan Brown?

Ethan Brown explains that meat is essentially composed of amino acids, lipids, trace minerals, vitamins, and water, which can be simplified to protein, fat, and water. These components can be found in plants and assembled to mimic the structure of animal muscle.

What was the key to getting investors on board with Beyond Meat's concept?

Ethan Brown emphasizes the importance of persistence, passion, leading with heart, and building the right team. He also mentions that while technology was important, it was the relentless innovation and improvement of the product that helped convince investors.

How does Beyond Meat's approach to product development differ from traditional meat production?

Beyond Meat focuses on extracting proteins, fats, and water directly from plants and assembling them to mimic the architecture of animal muscle, rather than trying to make a plant behave like meat.

What was Ethan Brown's strategy for dealing with initial rejections and skepticism?

Ethan Brown used the rejections and skepticism as motivation, focusing on improving the product and building a strong team. He also cut his safety net, pushing himself to commit fully to the venture without relying on fallback options.

What is the significance of Beyond Meat's partnerships with major fast-food chains like McDonald's and KFC?

Partnering with major fast-food chains is significant because it allows Beyond Meat to reach a broader audience, offering a plant-based alternative in familiar settings and proving the viability of their products on a large scale.

How does Ethan Brown view the role of health in converting meat eaters to plant-based diets?

Ethan Brown believes that health is the primary driver for converting meat eaters, as people are more likely to change their diets when advised by medical professionals due to health concerns.

What is Beyond Meat's goal regarding the cost of their products compared to traditional animal protein?

Beyond Meat has set a goal to underprice animal protein in at least one category within five years, aiming to offer a more affordable and sustainable alternative.

How does Ethan Brown define success for Beyond Meat?

For Ethan Brown, success is measured by the widespread adoption of Beyond Meat's products in popular eating locations, enabling people to enjoy tasty meals that are healthier and better for the planet.