Beyond Meat is changing the way people eat. Can it live up to its founder's wildest dreams?
Brown had a better idea. Why mash together plant foods when they can be transformed into an approximation of the real thing, attracting diners who love their Big Macs but find it hard to digest the accompanying guilt?
In his 30s, Brown invested in a vegan restaurant that served textured soy protein from Taiwan as a faux meat in, say, a Philly cheesesteak. He noticed that non-vegetarians ate it up and decided to start a business in Maryland importing it himself. Whole Foods agreed to distribute it in the Mid-Atlantic region.But he knew the product wasn’t good enough to make anyone forget they weren’t eating meat.
Brown secured the technology license and in 2010 worked up an email pitch called “Prius for the Plate” that he sent to Silicon Valley venture capital firms. He got a handful of replies — “my inbox was not exploding” — including from, whose investments read like a history of modern tech: America Online, Amazon, Google, Twitter, Uber.
Brown says the importance of the venture capital firm’s decision is hard to overstate. “I was in the wilderness,” he says, having run through his 401ks and even his kids’ savings accounts. He went so far as to sell one of his houses. Brown admits his intense focus on his business contributed to a near rupture of his relationship with his wife. However, the couple patched things up and were seen smooching whenIn 2012, Brown moved his company to El Segundo and bought a home in Playa del Rey — deciding he wanted to be closer to Kleiner Perkins but could not tolerate Silicon Valley’s supercilious “making the world a better place” culture.
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