The guys from Obvious Corp (aka Twitter co-founders, Biz Stone and Evan Williams) are backing an interesting venture: fake meat.
It looks like meat, it smells like meat, heck it even qualifies as a solid source of protein, but it isn’t meat! And it also isn’t soylent green, so push that 1970′s movie out of your mind.
The Obvious Corporation is backing Beyond Meat. The vege start-up is “focused on perfectly replacing animal protein with plant protein where doing so creates nutritional value at lower cost.” Sounds interesting, hmm?
Stone, who has been a vegan for about 10 years according to Huff Post, explained to Fast Company’s Co.Exist why he was attracted to Beyond Meat. Investing time in a food business is a departure for Obvious Corporation, which has primarily been involved with web-centric businesses.
“These guys are coming at the meat analogue industry not as a novelty kind of thing or hippy dippy,” he said. “They were coming at it from this big science, super practical, scalable angle. They were saying, ‘We want to get into the multi-billion-dollar meat industry with a plant-based meat.’”
Yum or yuck? Are you interested in plant-based “meat?”
(Fake roasted chicken image from Shutterstock)