Here's the thing. You might see a lot of these plant-based meat options in grocery stores and think "it's certainly not a flop! look at the grocery store sales!

Here's the thing. You might see a lot of these plant-based meat options in grocery stores and think "it's certainly not a flop! look at the grocery store sales!" But now take a look at the major industry players. JBS, Tyson, Danone, etc. The ones with more capital than you can imagine and every reason to consider plant-based product lines. Track their PR timeline over the past 5 years and it's easy to see that they tried to push this stuff into the market and it was not accepted in a way that generated profits. Yes, I know big-meat is subsidized and not pricing in externalities. But that is the world we live in. These are just honest observations of a bizarre market. If you are passionate about sustainable food systems, it's important to take a hard look at the truths surrounding meat production. Sexy tech and moral high-grounds only get you so far.