Beyond Meat's Ethan Brown: How to teach your customer
Masters of Scale
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Navigating Consumer Skepticism in Plant-Based Innovation
This chapter addresses the hurdles that entrepreneurs face in persuading consumers to embrace innovative food products, particularly in the realm of plant-based meats. It details a personal journey from the energy sector to launching a meat alternative company, highlighting the complexity of consumer preferences and climate impacts. Through reflective anecdotes and scientific collaborations, the speaker illustrates the pursuit of creating a product that satisfies traditional meat eaters while contributing to sustainability efforts.
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