It looks like a beef burger. Tastes like a beef burger. And for the first time ever, it’s being sold alongside sirloin, lamb and honest-to-goodness ground beef in the meat department at Whole Foods grocery stores.
The Beyond Meat Burger is a plant-based protein that is making its debut this week in the meat section at 51 Whole Foods Markets stretching from Pennsylvania to Ohio, south to Kentucky and east to Maryland and the District of Columbia–launching what maybe a new era in how people think about the protein they consume.
“It’s a foot in the door into the mainstream protein case where Americans buy their protein,” said Ethan Brown, the founder of Beyond Meat, a California-based company that makes plant-based vegan alternative to animal protein. “We’ve been living in the penalty box, and we’ve been knocking on the door of the meat case since the first day I started the company in 2009.”
To read the rest of the story, please go to: The Washington Post