Beyond Meat：改变消费者对肉类的偏好 Beyond Meat: Changing Consumers' Meat Preferences (Simplified Chinese version)

Beyond Meat 是一家植物性肉类替代品制造商，于 2009 年在加利福尼亚州洛杉矶成立。该公司的愿景是让消费者在他们喜欢的菜肴中享受到类似肉的味道和质地，同时避免了加工肉类中使用的多种化学物质，并减少每年宰杀动物的数量。该公司的目标是在2020年前将全球肉类消费减少25％，并致力于教育消费者，让他们了解吃素产品不仅对消费者自身有益，而且对他们所居住的环境和周围的动物也有益。Beyond Meat最大的市场是年轻一代，他们更注重健康和环保，最终成为使用植物蛋白质食品的推动力量。公司能否超越这一群体来增加其产品的销量? 美国人的口味是否会迅速改变，以确保不断增长的利润能吸引更多的投资者？

Beyond Meat is the Los-Angeles-based producer of plant-based meat substitutes. Founded by Ethan Brown and Beyond Meat, a producer of plant-based meat substitutes, was founded in 2009 in Los Angeles, California. The company’s vision is for consumers to enjoy a meat-like taste and texture in their favourite dishes while avoiding the many chemicals used in processed meat and reducing the number of animals slaughtered every year. Wanting to reduce global meat consumption by 25 per cent by 2020, the company works to educate consumers about the superior benefits that eating vegan meat will provide not only to the consumers themselves but to the environment they live in and the animals they live around. The largest market for Beyond Meats is the younger generation, which is more health and environmentally conscious and, ultimately, the driving force behind using plant protein for food. Can the company reach beyond this demographic to increase sales of its products? Will the food tastes of Americans change quickly enough to ensure that growing profits will attract more investors? These are the issues facing Beyond Meats in 2014.