WHERE’S THE BEEF?

MARTA COLOMBO meets Beyond Meat executive chairman SETH GOLDMAN – and discovers that the times have changed when it comes to the long-ridiculed meatless movement

UNTIL RECENTLY, THE idea of a meatless world seemed absurd to many people. By the turn of the millennium, vegetarianism had numerous followers, but wasn’t at the centre of mainstream debates, while veganism was a largely unexplored phenomenon. If anything, not eating meat

(and criticising the carnivores) was still considered, in many cultures, a form of rebellion for ultra-liberals and progressives. However, less than 20 years into this century, working towards a green utopia seems more realistic than ever. We’re constantly exposed to reports on the harmful effects of excessive meat consumption and it’s becoming more common to be surrounded by people who have decided to give up meat. The “green movement” essentially went from being an elitist trend of the coffee shops and salad bars in Venice Beach and the West Village to gaining momentum all over the world. The shift in public opinion has also inevitably affected the food industry, with a surge in the production of plant-based meat alternatives.

According to the Food and Agriculture Organisation of the United Nations, as living standards continue to improve in developing regions, global demand for livestock products is expected to double by 2050; the sector already contributes 14.5 per cent of all greenhouse gas emissions. Beef production, in particular, has a greater impact on the environment than poultry and other animal products.