00:00People have an expectation about what a burger should taste like and they expect it to go
00:25well with ketchup and to go well you know to taste grilled and so it was important that our product
00:30provide a lot of the same sensory cues you know we'll literally will test our burger and see how
00:36how it bounces against pressure just like a hamburger we will look at the juiciness we
00:42want it to be the same way even the noise we'll put our product on a grill and put a animal-based
00:49burger on a grill and understand which one sounds different at which different times instead of just
00:54trying to mush together a bunch of ingredients like other companies were doing it we actually
00:59said let's start from scratch let's understand the architecture of meat and what we saw was
01:05that it's 70% water and then it's a bunch of amino acids that form the proteins and lipids
01:11that form the fats and when we look at it that way we realize well that really is a scientific
01:16challenge so let's find the same amino acids from plants that are in animal-based meat and let's
01:23assemble them the same way and then you come out with a very different product
01:27Veggie burgers have been around for a long time in the United States so it
01:57really took something very different to break through and the results have been so strong that
02:02we were able to get our products carried in the meat section of the grocery store and then again
02:07that leads to a different customer when we looked at the grocery the largest grocery chain in the
02:11United States over 90% of the people who bought our product also had meat in their shopping cart
02:17and that was a real breakthrough because it meant we weren't just selling to the vegan or vegetarian
02:21but also selling to the meat consumer if you tell people something tastes healthy then they
02:46think it doesn't taste good so we would love to be able to work with a partner like a Subway like
02:52a Dunkin Donuts that's able to show the product looking delicious and of course when a customer
02:59can buy it in a store and it tastes as good then that's the best marketing there is and what's
03:04wonderful about that is when they put the product in the market they don't just say try our new
03:08veggie burger it's tried the new beyond burger or the beyond breakfast sausage patty all of these
03:14chains are looking to offer something fresh to their customers they want to bring innovation and
03:18so they've seen a lot of excitement around plant-based protein and so for them it made
03:23sense to to give this one a try
03:45we have no interest in becoming the best-selling veggie burger we think about ourselves as a global
03:52protein company and we know our business is scalable because we have so much of a lighter
03:57environmental footprint if anything that the industry that's not scalable as animal protein
04:02is it's not there aren't enough Earth's in existence to feed 10 billion people with animal
04:09based protein so we're confident this approach is one that is is the most sustainable and most
04:16viable for the future
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