Burger King does the Impossible again, The Bean Butchers go public

Welcome to Livin' on the Veg, a bi-weekly newsletter that highlights updates from the world of plant-based food (Relax — it’ll be fun!) If you like what you’re reading, make sure to subscribe using the button above. Would love to hear your feedback in the comments below.

JBS enters the arena: The world’s largest meat company has finally launched its line of pea protein burgers and chorizo, joining a "crowded race to win over consumers with a new source of protein," Chloe Sorvino writes for Forbes. This was supposed to happen in early spring, but pandemic. All of Big Meat is pretty much all in on the alt universe, and makes no bones about it — it's an opportunity, and they are following their customers. But I was particularly taken by how self-aware this pivot is. Sorvino reports: “We’re not saying that meat is bad,” says Darcey Macken, CEO of Planterra Foods, the new Colorado-based subsidiary of JBS USA where Ozo and other plant-based foods are being developed. “People getting their heads wrapped around plants can be for all different motivations, whether it’s about earth and sustainability or just not eating animals.” 

OK — the only vegan thing about Burger King's new Impossible Croissan’wich is the alt meat, so there should be no repeat of the overdone MayoGate drama that accompanied the launch of (and, based on this very recent article, still haunts) the Impossible Whopper. But rejoice, veg-and flexi-tarians, since this popular breakfast item will be available for at least a limited time at limited locations for non carnivores who still enjoy cheese, eggs and butter-infused bread. Will this be another pea-based BK turnaround tale? Breakfast sales are down, dinged by the stay-at-home orders. "A new menu item made with a meat alternative could spur breakfast sales for Burger King," Amanda Lucas writes for CNBC, noting that the Impossible Whopper "lifted traffic and sales for the chain."

Beyond Meat is making a summer splash with a 10-patty pack which works out to $1.60 a burger — such a deal! It's a significant discount from the normal two-pack ($6 MSRP) and about as good as the BOGO sale my local Stop & Shop inexplicably had a couple of weeks ago of — alas — refrigerated product that had to be eaten too quickly to hoard. The "Cookout Classic" is frozen, and goes next week at Walmart, Target, and “select retailers" across the country. How wonderful is this? Christopher Zara of Fast Company, who clearly needed some good news, puts it into proper context: "The coronavirus pandemic may have ruined everything worth doing this summer," he says, "but if you still have vegan cookout on your list, Beyond Meat has just the thing for you."

And then there were two: Canada's The Very Good Food Company has gone public, raising a beefy $4.025 million on the Canadian Stock Exchange in an IPO that, based on Friday's close, values the vegan enterprise at $27 million (about $20 million US). The three-year-old company is in excellent company; it's only the second pure play plant-based firm regular people can own — the other is, of course, Beyond Meat, with a market cap of nearly $10 billion. Not bad for a couple of bean butchers who cut their teeth at farm markets and couldn't close a deal on Canada's version of Shark Tank.  

I hope whatever you eat you're taking care of yourself, your families, and each other. Food is a wonderful way to be happy, and to socialize. So break bread with loved ones and be extra kind and generous to the folks delivering your takeout.