Growing up in a conservative vegetarian family in India, my mom always used to cook alternative food items, claiming it tastes similar to the ones I should avoid (for religious or other reasons).
Beyond Meat – the meat substitute manufacturer based on pea protein – has created a billion dollar business out of that seemingly insignificant idea!
In some south asian countries such as India – with a population of $1.3 billion – where most of the population practices vegetarian diets, Beyond Meat can provide great alternative to food giants such as McDonald’s or Subway to personalize their offerings tailored to the target audience.
In the US, they already have collaboration with major retail chains and restaurant such as Whole Foods Market, TGI Fridays, and Carl’s Jr.
With the rise of awareness about inhumane treatment of animals in farms and concerns about sustainability of manufacturing meat products to feed the burgeoning population, Kleiner Perkins – largest venture shareholder in Beyond Meat – bet seems to have paid off really well!!
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