Leonaro DiCaprio has become the latest in a list of high profile individuals to invest in the plant-based meat company, Beyond Meat. In mid-October it was announced that the celebrity had joined the California-based company as “an official investor and advocate,” thus, adding this to his many environmentally-focussed activities.
DiCaprio’s interest in the company stems from his commitment to fighting climate change through the reduced consumption of meat. He stated, “shifting from animal meat to the plant-based meats developed by Beyond Meat is one of the most powerful measures someone can take to reduce their impact on our climate.”
Beyond Meat products are made using entirely plant-based ingredients and include substitutes for beef burgers, ground beef and chicken strips. Over the past year, the Beyond Burger has been the company’s most successful product with its distribution increasing sevenfold, placing it in over 2000 stores in the USA. In a revolutionary move, a number of these stores have even agreed to sell the burger from within the meat case.
The commercial appeal of the Beyond Burger comes from a look, taste, and even bleed that mimics a traditional burger, making it more approachable for the meat-loving consumer. All the while, the burger boasts 20g of protein, no cholesterol, and no GMOs, soy or gluten.
DiCaprio is the most recent addition to Beyond Meat’s already all-star lineup of investors. Notable names include Bill gates, Twitter co-founders Biz Stone and Evan Williams, former McDonald’s CEO Don Thompson, Humane Society of the United States, and even meat industry leader Tyson Foods.
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