Ethan Brown: the man turning meat-lovers vegan

Ethan Brown is on a mission to redefine the word “meat”, making burgers, chicken strips and sausages from plant protein.

Ethan Brown is on a mission to redefine the word "meat", says Anne Cassidyon the BBC. The 40-something's Los Angeles-based business makes vegan burger patties, chicken strips and sausages from plant proteins. They are formulated to mimic the taste, texture and look of beef, chicken and pork. "There's no mystery to meat. It's amino acids, lipids, trace minerals and water," Brown says. "And if you can deliver those four things in the same blueprint or architecture as muscle, why can't that be called meat?"

Brown launched Beyond Meat in 2009 after researching how to use plant materials to replicate the composition of proteins and fats, working with scientists at the University of Missouri. He spent all his life savings, and "begged" friends and family for money. "It's amazing what you'll do to make it work," he says. After phoning grocery chain Whole Foods "almost to the point of indecent behaviour", he got it to stock his first product in 2013 Beyond Chicken Strips. But it is the Beyond Burgers that are proving popular. The patties "bleed" beetroot juice, and contain pea protein, coconut oil and potato starch. More than 25 million have been sold, and the launch of the range in Tesco had to be delayed last month due to demand."We're trying as hard as we can to catch up," says Brown. A new production facility has just opened in America, in addition to a new research laboratory in Los Angeles funded by $72m of outside investment.

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Chris Carter
Wealth Editor, MoneyWeek

Chris Carter spent three glorious years reading English literature on the beautiful Welsh coast at Aberystwyth University. Graduating in 2005, he left for the University of York to specialise in Renaissance literature for his MA, before returning to his native Twickenham, in southwest London. He joined a Richmond-based recruitment company, where he worked with several clients, including the Queen’s bank, Coutts, as well as the super luxury, Dorchester-owned Coworth Park country house hotel, near Ascot in Berkshire.

Then, in 2011, Chris joined MoneyWeek. Initially working as part of the website production team, Chris soon rose to the lofty heights of wealth editor, overseeing MoneyWeek’s Spending It lifestyle section. Chris travels the globe in pursuit of his work, soaking up the local culture and sampling the very finest in cuisine, hotels and resorts for the magazine’s discerning readership. He also enjoys writing his fortnightly page on collectables, delving into the fascinating world of auctions and art, classic cars, coins, watches, wine and whisky investing.

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