Beyond Meat's Ethan Brown: How to teach your customer
Masters of Scale
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Revolutionizing Mealtime: Beyond Meat's Journey
This chapter examines the journey of a plant-based meat company as it develops a chicken taco without real chicken, facing initial skepticism from meat-eaters. As the company innovates and refines its products, it achieves a breakthrough with the Beyond Burger, successfully appealing to traditional meat consumers through strategic marketing. The discussion emphasizes the importance of consumer trust, feedback, and transparency in reshaping perceptions of plant-based diets while navigating market dynamics.
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