Ever since I was a kid, I've been fascinated by the idea of plant based meat substitutes. My interest is purely tech based. I'm not worried about the ethics of eating meat or about saving the environment. I just think that the idea of transmorgifying plants into meat is fascinating.
If Beyond Meat is right, it's an idea that may be closer to moving from SF to reality.
a box arrived at my door and made it easy.
Inside were four quarter-pound brown patties. I tossed one on the grill. It hit with a satisfying sizzle. Gobbets of lovely fat began to bubble out. A beefy smell filled the air. I browned a bun. Popped a pilsner. Mustard, ketchup, pickle, onions. I threw it all together with some chips on the side and took a bite. I chewed. I thought. I chewed some more. And then I began to get excited about the future.
It was called the Beast Burger, and it came from a Southern California company called Beyond Meat, located a few blocks from the ocean. At that point, the Beast was still a secret, known only by its code name: the Manhattan Beach Project. I’d had to beg Ethan Brown, the company’s 43-year-old CEO, to send me a sample.
And it was vegan. “More protein than beef,” Brown told me when I rang him up after tasting it. “More omegas than salmon. More calcium than milk. More antioxidants than blueberries. Plus muscle-recovery aids. It’s the ultimate performance burger.”