This week, the three major U.S. stock indexes were wailing everywhere, and Uber, which just listed, was also dying, but Nasdaq , a magical small stock listed in May, was called Beyond Meat, but its performance shocked everyone.
was also listed at a loss. It did not repeat the fate of Silicon Valley unicorn falling below the issue price. Instead, the stock price of IPO closed up 163% on the day of IPO, reaching US$65.75, setting the best IPO first-day performance this year.
As of press time, Beyond Meat's current share price has exceeded US$85, up 240% from the issue price of US$25, and has a market value of US$5.19 billion with a company size of about 300 people.
What kind of company is it? Under the sluggish market conditions, it is still sought after by Bill Gates, Leonardo and others?
The most moral burger in history
This may be thanks to the United States where junk food is everywhere for a group of mysterious consumers. They are too young to drink coke and too old to eat meal replacement pills. Beyond Meat has also formed a new chain of contempt for the burger industry, the most grassroots cultural burger industry: plant meat despises grass-fed beef despises corn and soybean-fed beef.
Bill Gates wrote a blog in 2013 describing "Food in the Future". He was asked to taste chicken tacos, confident that he could not be fooled, but ultimately could not distinguish between plant meat and chicken. Perhaps it was this experience that made Gates an investor in Beyond Meat. Its other supporters include Don Thompson, former CEO of McDonald's , movie star Leonardo DiCaprio, and so on.
Beyond Meat's signature product is a plant-based meat burger, which uses pea protein to synthesize the taste of beef. Surprisingly, the plant-based burger does taste close to real beef, but its calories and fat are almost the same as real beef. Although there is no cholesterol, the salt content soars 4 times.
This still can't stop Beyond Meat's share price from doubling. Its IPO stock issuance is priced at US$25 and is trading directly at US$46 on the opening. The stock price closed up 163% on the day of the IPO, setting a record for the best IPO performance this year. However, Beyond Meat's current share price has exceeded US$85, and many institutions have begun to short it.
was the first to invent vegetarian chickens, but in the eyes of Chinese people who "eat chickens and eat pigs and black hairs," Beyond Meat may be a model of "American-style death". Why not eat meat directly? Is it to save the earth?
is indeed the case. Ethan Brown, founder of Beyond Meat, has gone from selling his home property to starting a business to the peak of his IPO life. In his prospectus, he criticized "animals act as bioreactors, consuming vegetation and water, and using their digestive and muscle systems to process these ingested ingredients into something traditionally called meat." He hopes to replace meat with plants, reduce carbon emissions to cope with the greenhouse effect, and save animals from the pain of being slaughtered.
Beyond Meat burger may be the most moral burger in history, outlining the future of non-eating animals: perhaps future generations will sigh when looking back on history that humans in that era actually ate animals.
However, does plants have no plant rights? Shi Jun, a PhD in Botany, once wrote an article "To Protective Vegetarians": When plants are hurt, they will also send signals, "So those vegetarians who protect animals, your happiness is based on the pain of plants?"
, whatever taste you want, you can make it out in the laboratory
bite into melted cheese and tender and juicy roast beef patties. Cheese burgers with fries are almost nostalgia for Americans. California burger leader In Out The fleet of car ordering passages can always circumnavigate around the parking lot, and the big belly diners stand in several rows in front of the ordering table.
For American consumers who are thunderous (crossed off) cheese and beef in their blood, the most rational concern is whether they won’t be fat when eating plant-based burgers. The most concerned issue of the stomach is: Can you eat hamburgers every day in the future without any guilt!
Brown stated in the prospectus that the traditional definition of meat is poultry, pigs and cows. But these core elements of meat are not exclusive to animals. The plant world is also rich in these elements.
"We define meat through ingredients and structure - amino acids, lipids, trace minerals, vitamins and water.At Beyond Meat, we extract these components directly from the plants and organize them with water according to the basic structure of animal meat. We bypassed animals and broke through the biggest bottleneck in agriculture. '
So Beyond Meat plant meat recipes are: water, pea protein concentrate, coconut oil, sunflower oil, natural spices. It even uses red beetroot juice to recreate the blood in beef.
vegetarian burgers have a long history in the United States, but are described by consumers as "cardboard-like texture". Only vegetarians have no choice but to buy.
's desire for animal fat is written in the human base In Li. There is a Ruby Cream Square Cake that is widely known for its mouth. The soft and mellow cream is the favorite of countless people. People always say a word when they say it: It is made of animal cream, not plant cream.
But it is like a famous saying among classmates in the Department of Chemistry: I can make any flavor of drink you want to drink for you in the laboratory.
Beyond The breakthrough of Meat's decade of research and development is that it is artificial plant meat with the closest taste to real beef, and even artificial meat burgers that taste better than beef. YouTube bloggers have tried to make plant meat according to the recipe in their own kitchen, but they cannot restore the taste of Beyond Meat.
Unfortunately, although it is called plant meat, Beyond Meat cannot increase the intake of vegetables by the eaters. In order to achieve a similar taste, it uses nutrients similar to beef, which is still a fast food with high fat and high calorie.
Plant meat became popular in the United States.
American consumers have mysterious eating habits. In the American university cafeteria, students of Silicon Stars could struggle for ten minutes in front of full-fat, half-fat, and skimmed milk just to eat less calories. However, in the next second, they turned to get the "calorie bomb" fries and pizza without blinking.
After these students entered society, some people have carried a medicine box with them in recent years, ranging from Monday to Sunday. They are not hypertensive and diabetic patients who need to take medicine every day, but have replaced many foods with nutritional pills and are addicted to the large health food areas of American supermarkets.
After the United States has completed the industrialization of the food industry, it has raised livestock with a large amount of corn and soybeans. The food safety concept of American consumers is to eliminate gluten, soybeans, and fat. This is also the main selling point of American trendy food.
But the popularity of plant meat is also a mystery, it is not a healthy food. Beyond Meat products not only have a close taste to real beef, but also have very similar nutritional ingredients, and even have 20% fat. Plant meat, although there is no cholesterol, adds more salt for flavor and preservation. Beyond Meat has more than five times the sodium content of unseasoned beef patties. Although a moderate amount of salt is a must for the body, excessive sodium can cause high blood pressure, which increases the risk of heart disease and stroke.
In addition, burger meat patties will still undergo oil grilling, plus cheese, and drizzle with three high-calorie sauces to exude the classic American burger aroma.
Beyond Meat does not deny this, and its positioning of the product is more of a protective environment. Brown said this is a vegetarian product for meat consumers. "For consumers, this means we can provide delicious meat from plants- Provides health benefits and environmental advantages (90% reduction in greenhouse gas emissions, 99% reduction in water, 93% reduction in land, 46% reduction in energy) and indirectly address animal welfare issues. ”
Perhaps this is the cutting-edge dietary trend. When consumers buy plant meat, they save animals from killing and contribute to mitigating climate change.
Perhaps only these elite consumers are willing to pay Beyond Meat $12 per pound artificial meat .
How long can environmental awareness be paid for
Artificial meat is becoming a new trend in the United States. Bill Gates and Twitter co-founders are on the list of investors in Beyond Meat. Canadian restaurant chain brand Tim Hortons also announced the introduction of plant meat.
Beyond Meat competitor Impossible Foods announced the latest round of private financing of $300 million.The company will conduct trial operations at Burger King in April and will launch plant-based meat burgers across the United States. Impossible Foods isolates iron-rich "heme" from soy plants to achieve a strong meaty flavor.
Beyond Meat was not profitable, with a net loss of about $30 million last year and revenue of $87.93 million. Many analysts are already bearish on Beyond Meat. In the fierce competition for artificial meat, environmental awareness does not know how long it can be paid for high-priced artificial meat.
Brown is still telling his environmental stories to the public repeatedly, he spent his childhood on the family farm in Maryland , and the love of life is the double bacon cheeseburger. But when he grew up he began to think that milk is part of the cow and bacon is pork. He loved and cherished the livestock he was raised as food, which turned him into a vegetarian.
Brown later joined the clean energy industry. When he sat in a large venue, he felt that no one was paying attention to the key to solving environmental problems. He believes that animal husbandry is the culprit of the greenhouse effect. Humans raise a large number of livestock out of carnivore demand, and they will breathe and ferment the intestines to excrete greenhouse gases.
In 2009, Brown sold his home products and started a business. He relied on yellow peas from Canada and Europe and invested ten years to develop three core products: plant-based beef, pork, and poultry products.
He plans the company's vision to improve human health, affect climate change, respond to global resource restrictions, and improve animal welfare.
Friends who are not happy without meat emphasize: "Humans spend thousands of years climbing to the top of the food chain, not to eat vegetarian food."
In the classic cartoon " Lion King ", Simba 's father explained to him the natural cycle and the growth of all things: after we die, we will turn into grass on the ground and be eaten by sheep.
Humans standing at the top of the food chain tame animal groups as food, which determines the life and death of other species. Now humans are able to synthesize matter at the molecular level, just like the Creator. Plant meat is more like an interesting attempt in a consumerist era, but it is not known whether it can really improve human health, protect the atmospheric environment, and improve animal (plant) welfare.
is a little open, just as the botanist Shi Jun wrote: "Animals and plants themselves are different forms of life, and it doesn't matter how high or low, including us humans. Everyone is trying to pass on genetic information, that's all."
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