“Vegan 1.0 Didn't get us where we needed to go. It didn't turn enough of the country on, it didn't turn enough young people on, didn't make it into… the mainstream in the way they wanted it to. …it was kind of pushed to the edge and marginalized and it was weird, the food was good, but not great and not accessible or kid-friendly.
… I didn't think that was the way to capture the 97% of the world or the country that doesn't identify as vegan who would otherwise, maybe try it once in a while, but not really make a change. Where Vegan 2.0 is specifically designed to expand the tent to the 97%..” – Adam Weiss
Adam Weiss is the CEO and director of Honeybee Burger, a plant-based fast-food restaurant with locations in Southern California, and more coming soon to other parts of the country, including New York City (hooray!).
Honeybee’s mission is to promote the benefits of plant-based food on the environment, the planet, and the animals with the most delicious food and the best plant-based proteins on the market. And, it’s working - they were just named the best vegan burger in Los Angeles by Veg News.
Before entering the plant-based space, Adam had a long career in finance, and I was very curious to know how he went from hedge fund guy to vegan restaurant guy.
“When people come in and they're going to get a cheeseburger, fries and a shake, which is our most common order, it’s not so much that they don't care about their health, but they know, “okay I'm about to indulge here.”
We just give them a tiny bit of good feeling, like, you know what, “you're indulging, you’re going to pack on some calories, but no animals will die, you're making an impact on the future, and ultimately it's probably better for the environment than if you didn't do it…” And that resonates with consumers today unlike any time in history.” – Adam Weiss
Links:
Honeybee Burger https://honeybeeburger.com/
Instagram https://www.instagram.com/honeybeeburger/