And then I got hungry. My family’s been vegetarian for thirteen years and so disappointed with veggie burgers. I joke that if the meat industry has been trying to discourage people eating plant based burgers, veggie burgers would be the way to do it because you taste it once and you’re like, “I don’t need to be a vegetarian”. So I found this company that was getting started in California and I said, “I love what you’re doing, let’s try to bring this to scale". Beyond Meat has grown very quickly in the United States and we’re now announcing our launch through Europe, starting this summer as well.
Seth Goldman, co-founder and CEO of Honest Tea and Executive Chairman of Beyond Meat, holding a Beyond Burger at LifeGate's stand at Seeds&Chips 2018 in Milan © Camilla Soldati/LifeGate