Since prehistoric times, meat has been associated with masculinity. And this association has been gratefully used and emphasized by advertisers, making the connection firmly anchored in our collective memory. Consumers have been trained for years to think that eating meat provides strength, self-confidence and virility. This has created a major barrier to the adoption of meat substitutes.
“This is probably one of the most difficult disruptions we are going to see in the food industry because the consumption of animal protein is so closely linked to our own evolution as a species,” says Ethan Brown, CEO of Beyond Meat.
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