Masters of Scale Beyond Meat's Ethan Brown: How to teach your customer
Apr 5, 2021
Ethan Brown, Founder and CEO of Beyond Meat, shares his insights on overcoming consumer skepticism around plant-based products. He emphasizes the importance of listening to customer feedback before educating them about innovations. Chris Paul, the professional basketball player who switched to a plant-based diet, discusses how it enhanced his performance and energy levels. Together, they explore building trust with consumers to reshape perceptions and promote sustainability in food choices, highlighting the journey of Beyond Meat in creating appealing meat alternatives.
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Chris Paul's Plant-Based Journey
- Chris Paul, a professional basketball player, transitioned to a plant-based diet.
- He experienced reduced soreness and improved energy levels, convincing his skeptical team.
Ethan Brown's Early Inspiration
- Ethan Brown, founder of Beyond Meat, was intrigued by the ethical dilemma of treating barn animals differently from pets.
- This sparked his interest in plant-based meats and his mission to create a sustainable alternative.
Targeting Meat-Eaters
- Target meat-eaters, not just vegetarians/vegans, to achieve widespread impact with plant-based products.
- Focus on creating a product that tastes like meat to appeal to meat-lovers and overcome skepticism.