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