Beyond Burger: we introduced you to Germany
The future will shift from animal- to plant-based meat.
And we need to drive this development forward in order to meet customers’ growing demands. Ethan Brown founded Beyond Meat in 2009, subsequently launching The Beyond Burger pea protein-based burger patty. The business quickly became one of the most sought-after start-up companies in the food industry. In November 2018, we introduced “The Beyond Burger” to METRO Cash & Carry Germany, which became the first wholesale supplier to sell the American trend product on the German market.
"We urgently need alternatives for animal proteins from factory farming in order to reduce the high resource requirements."
Driving innovation
For METRO Germany, the introduction of The Beyond Burger is the next step in expanding its own range and aligning it with the varied needs of restaurateurs. The Beyond Burger was listed on the METRO Trading Office in Rotterdam in cooperation with NX-FOOD. Fabio Ziemßen, Director of Food Innovation at the METRO Innovation Hub, knows the importance of innovative food products for the entire industry: "We urgently need alternatives for animal proteins from factory farming in order to reduce the high resource requirements. In this context, the Beyond Meat product reflects the spirit of the times and helps us to optimize the existing food system. "Together with NX-Food, METRO Germany is driving this development forward and planning more and more sustainable products such as The Beyond Burger as part of its product range expel.
Protein-rich recipe for success
The start-up company Beyond Meat, founded in 2009 by Ethan Brown, is one of the most sought-after start-ups in the food industry in the USA. The list of prominent supporters is long - including entrepreneur Bill Gates, actor Leonardo DiCaprio and the two Twitter founders Evan Williams and Biz Stone, all of whom have invested in the company in recent years. All of them could convince the founder Ethan Brown of his revolutionary products. The recipe for success: the replacement of animal by plant-based protein, which tastes good and better for the environment at the same time. At Beyond Meat, numerous scientists and engineers work to create the best possible meat product from plants. The result inspires both customers and industry experts alike. METRO customers can test for themselves how the protein of the future will taste since the end of November 2018.
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