[Music] plant-based meat or fake meat as some might call it he is a wildly popular especially on Wall Street fake meat is turning into real profits stock market debut for beyond meat went beyond hottest IPO of 2019 so far this stock has a cult-like following is going to sweep over the world our mission is very simple it’s to completely replace animals as a food technology by 2035 it’s basically a prehistoric technology as prehistoric as it is to eat me plant-based protein isn’t exactly anything new and neither are plant-based burgers for that matter veggie burgers are here nutritious and completely meat free so why is it that companies like beyond me and impossible foods are surging in popularity now notice that the packaging for these products don’t include words like veggie or vegan anywhere on them and that’s on purpose we absolutely only categorically care about meat eaters it doesn’t accomplish anything to sell meat to a vegetarians but selling plant-based meat to a meat-eater isn’t exactly easy that’s why beyond meat is convincing supermarkets that its products ought to be placed directly in the meat aisle and impossible foods is partnered with popular food chains to offer a plant-based alternative to their staple menu items the strategy is clear sell plant-based meat where meat eaters are actually shopping so whenever you’re out shopping for yourself for the whole family meat products that have been approved by the US Department of Agriculture and so far the companies say this is working in the first half of 2018 for instance 93% of customers who got beyond meats plant-based products and programmers resoures also bought real animal meat and for consumers who bought the impossible whopper from Burger King 70% of them said they regularly eat meat little do they know their whopper patty was actually making plans it might seem like consumers tastebuds are changing but not quite that’s because today’s fake meat products are created to look and taste almost exactly like real meat but I wanted to see if we could use science to essentially sidestep the ethical debate sidestep all the environmental issues and allow consumers to continue to do what they love which is ate meat the visual cues are exactly the same it responds the same and you can use it for much more than a burger it’s worth noting though that traditional Meighan and vegetarian products are still generally the healthier option and consumers looking for an all-natural food choice might be turned off by these products long list of ingredients a concern that certainly isn’t new but there should be some kind of law to keep people from selling bad food especially meat now experts believe that the popularity of fake meat is likely here to stay analysts predict that alternatives to real meat will grow so much that by 2040 60% of the world’s meat likely won’t even come from slaughtered animals to make sense of that let’s look at the problems that plant-based meat could help to solve the amount of food that we’re currently growing will only feed half of the world’s projected nine point eight billion people in 2050 by then the demand for animal products is expected to increase by 70% this means that if the world is to have enough food we’ll need more land for crops and livestock but as climate change leads to more arid land and sources of water become increasingly scarce that might not be possible which is why the UN says farmers are gonna have to do more with less now take a look at beyond meats plant-based burger patty compared to a quarter pound of real beef beyond meats burger has 99 percent less impact on water scarcity and 93 percent less impact on land use 46 percent less energy and emits 90% less greenhouse gases and the company claims that those benefits come without sacrificing much in taste texture or even appearance of your food if you’re a farmer hypothetically of 100 acres you can now grow on seven acres which you used to grow on 100 so you’ve essentially games 93 acres now to grow other crops you can create wealth by doing that the only thing in the way now cost in the u.s. a quarter pound of plant-based meat is roughly two dollars more than real meat if we can get the taste right Knowle century that’s right if we can get nutrition right to where you get all the great stuff that’s in meat but none outside you get price right then it becomes why wouldn’t you do this.
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