Beyond Meat- The Alternative of Meat

Beyond Meat is Los Angeles-based company which makes plant-based meat founded in 2009 by Ethan SBrown. The main aim for the founding of the company was to tackle climate change and bring a meat substitute. Ethan Brown first contacted Fu-hung Hsieh and Harold Huff of the University of Missouri, who had been working on their meatless protein for years, then got the breakthrough the company acquired the licensing of the Hsieh and Huff's technology, Beyond Meat launched its first product in 2012 which was beyond chicken strips, They were made with "soy powder, gluten-free flour, carrot fibre, and other ingredients," which were combined and fed into a food extrusion machine, which cooks the mixture while forcing it through a specially designed mechanism that uses steam, pressure, and cold water to give the product a chicken-like texture. The second product of the company was beyond burger, which was a plant-based beef-based burger patty which was made using plant ingredients which were Pea protein isolates, rice protein, mung bean protein, canola oil, coconut oil, potato starch, apple extract, sunflower lecithin, and pomegranate powder are used to make the burgers. Red beet juice is used to make "bleeding" beef products. The items are confirmed to be free of genetically modified substances.

Beyond meat products are sold in various forms, including burgers, sausage, and crumbles, and are available in many retail stores and restaurants worldwide. The company has garnered significant attention for its plant-based meat alternatives and has partnerships with several major food companies.

One of the main benefits of Beyond Meat products is that they are considered more environmentally friendly than animal meat. The production of animal meat requires large amounts of land, water, and other resources and generates significant greenhouse gas emissions. In contrast, plant-based meat production requires fewer resources and generates fewer emissions. Plant-based meat may be healthier for some people, as it is typically lower in saturated fat and cholesterol than animal meat.

Beyond meat has faced criticism from some quarters for its use of processed ingredients, and its products are not necessarily more sustainable than some forms of animal agriculture. However, the company has responded to these criticisms by continuing to develop new products and by working to improve the sustainability of its manufacturing processes. Overall, Beyond Meat is a company focused on providing plant-based alternatives to animal meat for consumers looking for more sustainable and healthy options. Its products have gained widespread popularity and have helped to drive the growth of the plant-based meat market.

As of the latest, beyond meat is currently facing many problems as its share has seen a drastic drop in prices, and the increase in cost has hit hard the company. The company’s founder Brown outlined three improvements the organisation is undertaking to achieve this goal: cutting operating expenses significantly, reducing product quantities generated to be more consistent with demand, and focusing sales and marketing on some specified consumers.

According to Brown, Beyond meat has reduced operating costs by 23% from the first quarter in order to better position the business for the future. The firm expects to save $39 million because of the job losses disclosed in August and October, which account for a sizeable portion of that. He further assured the stakeholder that the adjustment does not indicate a reduction in the company's commitment to innovation. He praised recent product introductions, such as Beyond Steak, which was available in stores last month, and Beyond Chicken Nuggets and Beyond Popcorn Chicken, which were only recently made available to merchants. Large QSRs are adding Beyond Meat products to the menu, and a more meat-like fourth-generation recipe of Beyond Burger will be launched soon; with all this, we hope beyond meat could come up with more products of plant-based meat as the substitution for real meat so that it could help in making the environment better.




About The Writer

Shivam Pathak

“Here to learn and explore new things”

THE ART OF SOCIAL MEDIA MARKETING ft. ZOMATO

Zomato in 2022 has come a long way since its inception 14 years ago, and this food aggregator company has become a household name in India. Zomato is winning the hearts of more than 50 million users each day, and these numbers are growing rapidly with the exponential increase in its user base. Presently, Zomato ranks among the top echelons of food technology and delivery companies. Besides being known for its good customer service, on-time delivery, and exciting offers, this company has mastered its digital marketing strategies that are winning the hearts of many!

The new age of advertising in this digital era has focused more on two-way engagement, unlike the traditional form of advertising in the past. The two-way engagement is facilitated by social media channels that are very popular across all age groups. Advertising on these social media channels is popularly known as Social Media Marketing- an easy way to connect, interact and engage your target audience, which can be done with just a few clicks and automation. While social media has given a plethora of opportunities for many businesses, Zomato has leveraged the power of social media in luring customers and influencing customer behavior. It is rightly said that social media is a sturdy tool if used properly- Let's check how Zomato is keeping up with this trend of marketing using social media platforms.

Zomato has millions of followers on its social media handles, such as Instagram, Facebook, Twitter, and LinkedIn. While most people spend their time on these social media platforms, Zomato engages its audience with its quirky and trending posts. The posts are designed to immediately capture the audience's attention and compel them to share, like, comment, or view them repeatedly. The company knows its target audience so well that it has successfully built connectivity with its engaging posts. The email or push notifications on the users' mobile phones drive Zomato to win the users' hearts through personalized advertising. These engaging marketing strategies are helping the company to leave a long-lasting impression on the customers' minds. This company very well knows how to keep its audience engaged by posting on trending subjects.

The unconventional food content and the infographics on its social media platforms keep Zomato's primary target market engaged, as these audiences are smartphone users between 18-35. All this marketing success is possible because of the marketing research that enabled the company to identify its target audience and then find a means to keep them engaged. However, Zomato's online platform is not always bright and rosy with happy users. The company has faced a lot of criticism in the recent past. Zomato users voice their dissatisfaction regarding the orders on these social media handles that bring a bad image to the company. It is interesting to note that Zomato deals with these comments and criticism optimistically by keeping in view the interest of all its users.

The core competency of Zomato is its excellent social media marketing strategies which makes them stand out from its rival companies. Zomato knows how to keep its audiences engaged with its witty and quirky comments. E-marketing is surely the future of advertising, and Zomato is successfully deploying these marketing strategies to conquer the food-tech industry.

While Zomato India crossed 2.5 million orders on New Year's Eve 2022 for the first time ever in its history, it will be interesting to see if Zomato can surpass its own history in 2023.

 

ABOUT THE WRITER

An ambitious and result-oriented person, keen on self-learning finance and financial management.