Beyond Meat, a totally vegan fast food company that also has several Hollywood stars among its supporters as well as the founder of Microsoft Bill Gates has raised over 240 million euros with its public offer, bringing the value of the brand to one billion and half a euro and opening up to "Flexitariani".
The company has focused everything on changing consumers' eating habits to switch to a model with zero or very little meat and related vegetarian alternatives.
"We believe that the persistent perception of harmfulness to health, the environment and animal life represented by a diet based on meat will produce an ever greater demand for proteins from the plant world," reads in his prospect.
In other words, the brand believes that vegetable protein diets can improve the relationship between consumers, their health and the conservation of resources, helping to counteract climate change as well.
It is a truly ambitious battle, having to clash with an industry like the meat industry that is currently worth 1.4 trillion euros: it is no coincidence that the growing popularity of Beyond Meat and its products does not make it a profitable company yet. It has rapid growth, but cannot be considered profitable yet.
The need for a public offer arises precisely from the objective of expanding marketing channels, distribution and the network of human resources, as well as production capacities.
Proprietary technologies are also crucial in product development: Beyond Meat replicates the flavor, color, scent and density of meat as much as possible. He uses peas, beans and soy to create hamburgers and ground beef for his spaghetti "alla bolognese" and his tacos.
The race for 'vegan' meat
Beyond Burger isn't the only company racing in the direction of the green burger: Beyond Burger's main competitor Impossible has developed a collaboration with Burger King to bring a totally vegan version of its best-selling sandwich, the Whopper, to its restaurants. .
Even the giants Nestle and Unilever aim to expand their presence in this sector that promises to be very strong: the famous testimonials (on all characters, visionaries and artists of the caliber of Bill Gates, Leonardo Di Caprio, Madonna, Biz Stone co-founder of Twitter and even McDonald's Director Don Thompson) will be driving more and more.
Gianluca Riccio, born in 1975, is the creative director of an advertising agency, copywriter and journalist. He is affiliated with Italian Institute for the Future, World Future Society and H +, Network of Italian Transhumanists. Since 2006 he directs Futuroprossimo.it, the Italian resource of Futurology.
Futuroprossimo.it is an Italian resource of futurology opened since 2006: every day news about the near future. Scientific discoveries, medical research, prototypes, concepts and predictions about the future for free.
Gianluca Riccio, copywriter and journalist - Born in 1975, he is the creative director of an advertising agency, he is affiliated with the Italian Institute for the Future, World Future Society and H +, Network of Italian Transhumanists.