By Elisabeth Braw
The Guardian – Ethan Brown likes the taste and texture of meat. He just doesn’t like the morals of it. Until now, that left him with the choice of eating an animal and feeling guilty, or going vegetarian and missing out on the juicy taste of grilled chicken. Fungi-based substitutes such as Quorn don’t tend to cut it with those who miss real meat.
But Brown, a former clean-energy executive, belongs to a new generation of tech entrepreneurs who are taking a new approach to protein. “Look at the impact of meat on the climate”, he says. “Look at its impact on human health, the vast resources meat production consumes and how factory farming affects animal welfare. It’s all pointing in the direction of a major change.” Brown’s solution is making plants taste like poultry. His Los Angeles-based company, Beyond Meat, produces protein that looks, tastes and feels like chicken – but is made entirely from plants.