Meet Chipotle’s first-ever entirely new menu item: Sofritas, the vegan tofu burrito
Here’s what the founder of the famous Babycakes vegan/gluten free bakery has to say about entrepreneurship.
"If you are an entrepreneur at heart you are surely getting a ton of ideas, the key is to not be afraid of those ideas…"
"All we can expect is the unexpected. Everything is going to go to hell and we’re gonna be fine. As long as the donuts still taste right."
You Can’t Tell That This New, Cheap Egg Substitute Is Made From Plants
To keep a growing world population filled with nutrients, startups like Beyond Eggs are finding new ways of making protein that don’t involve the resource intensity of raising animals. Here comes the Protein Economy.
“…don’t imagine that just because we’re in trouble today means we’ll be in double-trouble tomorrow. Science will come to the rescue—and not in the shape of yet more antibiotics, and ever more industrial food-production processes. What these innovators are talking about are completely new ways of making food, and particularly protein: growing it in a laboratory or engineering it from plants, because it’s too harmful (and expensive) to produce the “natural way.”“
Sound disgusting? Maybe. But perhaps you haven’t seen the insides of a battery chicken shed recently, or imagined how much more antibiotics we’ll have to use as the world nears 9 billion. “Our food system is abysmally broken,” says Josh Tetrick, CEO of San Francisco-based Hampton Creek Foods, maker of the Beyond Eggs egg-substitute. “It’s not about the morality of eating animals or not. It’s about the conditions that a lot of these animals are raised in. These hens are kept inside a cage for two years, pumped full of feed and antibiotics, and it’s just cruel. We don’t all have to stop eating eggs. But we should ask if we want to participate in that.”
Tetrick’s team has deconstructed the egg, analyzed its 22 special functions, and replicated it with plant-stuffs like sunflower lecithin, canola, peas, and natural gums from tree sap. By all accounts, the substitute tastes just like the real thing—even if it doesn’t look like it. It’s sold as a gray-green powder that you need to hydrate before use.
Tetrick, who eats only plant-based food himself, insists he’s not on an anti-meat crusade. He applauds that companies like Chipotle are turning to sustainable sources of meat.
The main idea is to replace the eggs currently used to make things like mayonnaise, ranch dressing, and factory-made muffins or cookies (i.e. not your Sunday fry-up). That’s about a third of the 79 billion eggs laid in the U.S. every year.
At the moment, Hampton has two major Fortune 500 customers—one of which plans to market that its products are egg-free, and another that wants to keep the fact quiet for now. “We’re just removing the eggs that we have an issue with. We don’t care if they want to just save money. That’s fine,” he says. Beyond Eggs is 18% cheaper than battery-produced eggs.
Tetrick sees a smaller retail business selling to vegans, and the cholesterol-conscious. Beyond Eggs will be available online in the next two weeks, and probably from major retailers after that.
Beyond that, he wants to feed people who are likely to go hungry without interventions in the protein supply system. “I think the reason people like Bill Gates are interested in this is that the world population is expanding to 9 billion, and people are going to need good cheap sources of protein. Some of the economics of meat production, particularly around feed, aren’t good.”
Here’s more on this topic:
Beyond Meat is… Twitter!
Beyond Meat, a startup that makes vegan meat analogues, is making products that purportedly taste and feel like real meat (we haven’t yet confirmed this ourselves), have a better nutrition profile (no cholesterol, no saturated fat, but lots of protein), and will eventually be at a lower price point than the industrially-farmed stuff. The company has some surprising backers, especially the Obvious Corporation—a company founded by Twitter co-founders Evan Williams and Biz Stone and former Twitter VP of Product Jason Goldman—and venture capitalist powerhouse Kleiner Perkins Caufield Byers. Why is Beyond Meat garnering so much interest?