Vegetarian Star

Shape Magazine has an interview with the founder of one of the newest faux meat companies, Beyond Meat.

Ethan Brown may be one of the best people to answer your questions about the impact of a meatless diet on health, energy and performance.

He became a vegetarian in high school while still an athlete and has been searching for healthier plant-based alternatives ever since.

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“Once, we had the horse-drawn carriage, and then we had the horseless carriage, and then we had the automobile. I’m firmly convinced we’re going to go from beef and chicken products that are animal in origin to those that are made with plants — and at some point in the future you’ll walk down the aisle of the supermarket and ask for beef and chicken, and like the automobile has no relationship to the horse, what you get will have nothing to do with animals.”

—Ethan Brown, founder of Beyond Meat, a new meat analogue available at natural foods stores like Whole Foods. Some people, like Twitter co-founder Biz Stone, say the product is so close to meat it’s almost scary. Stone said of his experience: “My first reaction was, if I was given this in a restaurant, I’d get the waiter to come over and ask if he’d accidentally given us real chicken.”

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New York Times food writer Mark Bittman visited a veggie chicken factory to get an insider’s view of how faux meat is crafted.

Unlike most chicken factories, Ethan Brown’s Savage River Farms research facility is lacking animals pumped full of hormones and housed in crowded conditions. Instead, the Maryland factory contains an extruder that delivers a chicken-tasting product containing soy and pea protein.

Bittman tests the product both plain and in wraps and concludes he can’t tell the difference. And he’s being paid to do so.

“When you take Brown’s product, cut it up and combine it with, say, chopped tomato and lettuce and mayonnaise with some seasoning in it, and wrap it in a burrito, you won’t know the difference between that and chicken. I didn’t, at least, and this is the kind of thing I do for a living.”

Watch the five minute segment here.

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