![]() ![]() In an earnings report this past February, the company attributed the decline in part to food price inflation, which is forcing some consumers to seek out less-expensive alternatives. The ad comes as Beyond Meat, Impossible, and other plant-based meat makers deal with a slump in sales. Besides featuring sweeping shots of farm fields and highlighting the farmer behind the fava beans, the ad also reminds shoppers that Beyond's plant-based steak recently won certification as a "heart-healthy food" from the American Heart Association. While Impossible Foods has been direct in countering claims that its products aren't healthy, the new ad represents Beyond's biggest attempt yet to do the same. Some prominent names in the food industry, such as Whole Foods co-founder and former CEO John Mackey, have also said they are worried about the health of plant-based meats. In its own ads and messaging, the Center said that plant-based meat was "ultra-processed" and that the products posed health risks. The Center has ties to the meat industry, according to Fast Company. The spot comes years after the Center for Consumer Freedom, a group founded by corporate lobbyist Rick Berman, started targeting Beyond and other plant-based meat makers, Fast Company reported. "Beyond Meat is taking back the narrative to showcase why the clean and simple steps in its process should be celebrated," they added. It "focuses on demystifying how Beyond Meat creates its plant-based proteins and celebrates the goodness in every step of the brand's ingredients, process, mission and products," a company spokesperson told Insider. ![]() The ad, which debuted last Friday and is titled: "There's Goodness Here," introduces viewers to a North Dakota farmer named Steven, who grows fava beans - one of the ingredients in Beyond's products, according to Fast Company. But it also counters one of the most common criticisms of plant-based meats from the animal meat industry – that these products are highly processed and unhealthy to eat. 3 4 5 6 The company went public in 2019, becoming the first plant-based meat analogue company to go public. The company's initial products were launched in the United States in 2012. It often indicates a user profile.īeyond Meat's latest ad emphasizes the "goodness" in its products, showing a farm field and fava beans. is a Los Angelesbased producer of plant-based meat substitutes founded in 2009 by Ethan Brown. Account icon An icon in the shape of a person's head and shoulders. ![]()
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