Vegetarian Star

Twitter co-founders Biz Stone and Evan Williams are backing a company that specializes in meat analogues. The Obvious Corporation, founded by Stone and Williams, provides resources to a few select companies who’s mission it is passionate about.

Being a vegan, it was not a hard decision for Stone to put his name behind Beyond Meat.

Beyond Meat is specializing in beef crumbles and faux chicken, the latter already available in Whole Foods stores in Northern California.

The Veggie Chickens strips have quite an impressive nutritional profile. At only 100 calories per serving, they provide 19  grams of protein sourced from soy, but Beyond Meat is looking to incorporate different proteins other than soy in the future.  The soon to be available faux beef crumbles, for example, will use pea protein.

Beyond Meat may be what converts more real meat eaters to vegetarian food, as Stone claims vegans and vegetarians who are repulsed by meat may find it hard to swallow.

“The first reaction I had was, I know this is a meat analogue but if someone were to serve this to me in a restaurant I would have said ‘I think this is a mistake,'” said Stone.

“There’s something about the mouth-feel, the fattiness. It feels fatty and muscly and like it’s not good for you when you’re chewing it. For a long-time vegan, it’s a little bit freaky.”

But for a regular steak and hamburger consumer, Beyond Meat may be just what every environment activist and animal lover orders–a faux meat product that is finally so close to the real thing, meat eaters have no problem making the permanent switch.

Photo: Mai Le/Creative Commons

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