Beginning at NYU in Jan 2013 within the context of a Patents Translation course delivered online, this blog seeks to uncover the patents that rock our daily lives....
Land Life is participating in the World Economic Forum challenge to plant one trillion trees. One trillion trees to combat climate change and the dramatic deforestation that has occurred in the past 25 years. Indeed, trees are one of the most effective ways of capturing carbon dioxide (CO2), the primary source of greenhouse gases, which is assumed to be responsible for climate change. Trees capture more CO2 than any other existing plant.
The video below shows how Land Life seedlings are planted in their (patented) Cocoons.
The Dutch company, Land Life, invented the Cocoon, a sustainable way of planting trees in degraded and harsh environments. Harsh environments where soils are arid, temperatures are extreme, and pests are abundant. Degraded lands where the earth no longer supports biodiversity and productivity, resulting in desertification due to a combination of natural causes, such as drought, and human activity, such as deforestation, unsustainable agricultural and husbandry practices, or urbanization.
According to Land Life, two billion hectares of land (the size of the surface of China and the United States combined) are deemed degraded. Thus, the company's mission is to sustainably reforest 100 million hectares of degraded land. Reforestation will not only restore ecosystems, but most importantly serve to sink carbon dioxide (Co2), a greenhouse gas that contributes to global warming. The company’s Cocoon is 95%effective at shielding young seedlings from extreme temperatures, and at keeping a moist environment for the seedling, even in a host desert environment, without the need for added water, for up to a year after planting.
The Cocoon, an evolving, donut-shaped protection for seedlings is a patented invention, recited in several utility patents. In particular, the US patent, US103083291B2, titled Method and apparatus for planting in arid environments, recites the donut-shaped invention, and method of using the invention for sustainably planting seedlings. The patent was awarded to Jurriaan Hendrik Ruys and Eduard Willem Zanen from the Netherlands, and to Steven Caffall Finch from the United Kingdom on September 15th, 2016.
The donut-shaped invention comprises one or several water reservoirs, depending on the aridity of the soil, each with a moisture-resistant cover, and a wick acting as a slow irrigation channel between the water reservoir and the soil beneath. At the center of the reservoir, a perforated shroud is inserted upright to shade and protect the seedling. The reservoir, its cover, and the perforated shroud are each made of biodegradable pulp, with waterproofing additives to retain moisture. The wick is made of a strip of capillary matting material such as nylon or polylactic acid (PLA) with a width that is selected according to the desired flow rate. The reservoir and cover are buried in an excavated hole, flush with the ground surface both to mechanically support the reservoir walls and to protect them from animal attack and harsh temperatures. Once the reservoir is positioned in the excavated hole, the seedling in a plug of growing medium is inserted into the perforated shroud at the center of the reservoir. Then, the reservoir is filled with water and covered.
Thus, the reservoir, together with its cover and the shroud extending above ground, create a protective microclimate for the seedling, while slowly decomposing and eventually leaving no trace, as the seedling matures, grows roots, and establishes itself. A process that also requires initial installation training, as well as preliminary satellite survey and soil analysis. Required preliminaries todetermine the choice of seedling and to devise a growing plan, considering that different soils react in different ways.
The patent Figure 15B below shows a cross-sectional view of the Cocoon apparatus. The reservoirs 40 are filled with water 54, and protected from evaporation with a lid 42. At the center of the reservoirs 40,the shroud 20, extends up above the ground surface 51, while the lower portion 22, of the shroud 20, is buried in the soil 53. At the bottom of the shroud 22, the seedling’s upper portion 4 protrudes from the upper portion 6 of the plug 2, comprising growing medium 5.The wicks 43 are shown at the soil level 53 surrounding the reservoirs 40. The bottom of the plug body 10 is shown in contact with the soil 53, where roots will eventually grow.
The image on the left shows the Land LifeCocoon with a seedling at the center of the donut -shaped reservoir, being filled with water. The image on the right shows the closed buried reservoir, now protected from evaporation and rodents, with a shrouded and growing seedling, at the center.
Below, the abstract of the invention.
An apparatus for planting a seedling (3) in an arid area comprises a vertical, downwardly tapering shroud (20) and a seedling plug (1) comprising a body of growing medium covered by a moisture-resistant cap (14) which preferably is sealingly received in a lower region (22) of the shroud. The lower region of the shroud surrounding the upper portion of the seedling is buried beneath ground level (51) with at least one water reservoir (40, 200) and supplied with water via capillary wicks (43), the reservoir being buried beneath ground level and covered by a moisture resistant cover (60) which sealingly surrounds the shroud. The shroud extends above ground level to protect and shade the seedling and together with the cap (14) and cover (60) serves to retain moisture in the planting region for the first year of growth. [Abstract US10383291B2]
The COVID-19 pandemic and its lockdown ordinances ushered in the term “new normal”, partly in connection to everyone coping with the great online migration. Dramatic changes in the weather are now ushering in yet another expression of life-altering changes: “the new abnormal”.
The National Oceanic and Atmospheric Administration (NOAA) data on US Climate Normals releases updated data every decade, comparing the past 30 years, so that information is provided on weather and precipitation trends on any given day, anywhere in the US.When data was last released, in April 2021, US Climate Normalswere already showing a decade warmer than any of the previous ones, and more precipitations everywhere, except in California and the Southwest with dryer weather than ever before.
Most recently, consider the 490 wildfires that burned across Canada, 110 in the Province of Quebec, devastating a record 30,000 square miles (the size of South Carolina). An extreme weather event with wildfire smoke crossing the border to the Great Lakes, and further east, sending particle-filled air quality to New York City, resulting in never-seen-before orange skies on the East Coast of the United States. Satellite images even showed the Canadian wildfire smoke, crossing the Atlantic Ocean, and blanketing the Iberian peninsula in Europe. At the end of the day, the Canadian wildfires sent 160 million tons of carbon in the air.
Below, a YouTube video of Justin Trudeau, Canada's Prime Minister, briefing the press, early in the Canadian wildfire events, on June 7, 2023.
Indeed warmer weather brings longer and wider fires. On the West Coast, where wildfires happen often, fires burned more than 4 million acres (an area as large as Connecticut) in 2020, also bringing stay-at-home orders to cities like San Francisco, due to the dangerous smoke-filled air quality.On at least one day, smoke particles high in the atmosphere even scattered short blue light waves, only letting longer red-orange waves through to the surface, also resulting in eerie, apocalyptic orange skies, through to midday.
According to EarthJustice—calling urgently for transformative changes from greenhouse-gas-producing energy to clean-energy-production—climate change is playing out just as anticipated in 2006. The year when Al Gore sent out his powerful “Inconvenient Truth” message in an Oscar-winning documentary. Succinctly, in 2023, climate change is already :
Making extreme heat hotter, straining energy and healthcare systems.
Making wildfires burn longer and wilder.
Making hurricanes more intense, as they draw more energy from warmer oceans.
Prolonging and intensifying drought conditions, as water evaporates from water bodies and soil.
Driving increases in precipitation, causing widespread flooding.
Causing rises in sea levels, as oceans warm, and land ice melts, causing more flooding.
Causing stronger winter storms, with heavier snowfall.
Indeed, climate change is already the new abnormal. According to the NOOA, the United States had already been struck with 12, separate, billion-dollar, extreme weather-related disasters, as of June 2023.
The almost
200-year-old luxury fashion brand Hermès, known
for its exceptionally crafted leather goods and scarves, has designed, a Victoria(1) weekender bag, made of canvas, Sylvania Fine Mycelium™ alternative leather, and
calfskin (see image below). For a family-run company that originally became famous
for the fabrication of award-winning horse harnesses and saddles, keeping this tradition alive to date through
its logos and branding, the use of alternative leather comes as an almost inconceivable step.
Chief among
the reasons that may account for the use of alternative leather are kindness to
animals, and a care about environmental footprints, whether in term of
industrial toxin spills or energy use. In turn, increasing numbers of consumers
hold businesses accountable for responsible practices. However, one additional
factor might also provide alternative
leather with fulcrum power: advances in technology.
In this particular case, advances in the sustainable engineering of an alternative to leather, finally good enough to be endorsed by leaders in leather fashion. An alternative leather that possesses such requisite qualities as "softness, drape, thickness, shape, texture, flexibility, strength, and density" (Mycoworks). Qualities, satisfying enough for designers to want to design and experiment with the new alternative. In this case also, a leather that is neither animal, nor plastic, but organic. Indeed a lab-grown product made of mycelium, aka mushroom roots.
The Sylvania Fine Mycelium™ alternative leather, used for the HermèsVictoria weekender bag, is lab-grown in the San Francisco Bay Area by MycoWorks. A company specializing in directed and controlled tissue development and post-growth processing, in particular fungal materials and objects, in partnership with designers and other interested parties. Once produced, the Fine Mycelium™ sheets are tanned and fashioned to specification in France by Hermès artisans, according to the company’s guidelines for quality control.
MycoWorks' alternative leather is patented. Interestingly, unlike plants which photosynthesize
nutrients directly from sun rays, mushrooms obtain their nutrients and water
from plants and trees, in fusion with them. Because of the mushroom’s inability
to photosynthesize chlorophyll from the sun, mushrooms are thus said to have more in common with
animals than with plants. Indeed, before mushrooms pop-up, out of the earth, or attach to barks, mushroom bodies are formed as filaments called hyphae. Hyphae which interconnect into webs called mycelium, beneath the earth, in fusion with tree
roots or plants, that are providing them with a source of nutrients and
water for growth, inside the soil.
Growing fungal tissue in a lab thus takes advantage of the way mushrooms fuse with their sources of nutrients in mycorrhizal relationship, in order to control the growth and properties of the mycelium that will be expressed. A process, where not only the nutrients are controlled, but also light, humidity, and temperature, as well as gases, to which the organisms are exposed. Thus, fungal tissue might be lab-grown in enormous quantities, given the right conditions. Fungal tissue is also responsive to varying stimuli. Thus, different properties might be expressed depending on the "gravitropic, thermotropic, thigmotropic, phototropic, and hydrotropic stimuli", all of which are part of the patented processes of fabrication, recited for example in the patent US10842089B2, titled Objects made from fungal materials.
Below, a list of some of the patented inventions connected to the Fine Mycelium™ platform, together with an image of the Hermès Victoria weekender bag, arising out of one of the MycoWorks’ partnerships.
US10842089B2 - Objects made from fungal materials.
US9410116B2 - Method for producing fungus structures.
MX2019014919A - Fungal composites comprising
mycelium and an embedded material.
CA3074740A1 - Deacetylation and crosslinking of chitin
and chitosan in fungal materials and their composites for
tunable properties
CN112912488A - Improved penetration and adhesion of finishing
agents for fungal materials through solubilization, emulsion, or dispersion in
water-soluble materials and the use of surfactants.
EP3869938A1
- Monokaryon mycelial material and related method of production.
WO2020018963A1- Mycelium with reduced coefficient of
friction and abrasion resistance through mechanical alteration of mycelial surface microstructure.
WO2021158678A1 - Novel microstructures of mycelium and
mycelium-based materials.
Note
(1) The product designation Victoria refers to Zimbabwe's famous waterfalls, the Victoria Falls. The HermèsVictoria collection was launched in 1997, on the occasion of Hermès' Year of Africa celebration (Hermès website).
Beginning October 31st, and for the next 12 days, the 26th Conference of the Parties (COP26) to the 1992 United Nations Framework Convention
on Climate Change (UNFCCC), the Conference of the Parties serving as Meeting for the Parties to the 1997 Kyoto Protocol(CMP16), and the Conference of the Parties serving as Meeting for the Parties to the more recent 2015 Paris
Agreement (CMA3), will be meeting to discuss urgent topics, to review existing commitments and targets, and to secure more international, national and local pledges on the matter of climate change, at a time variously
qualified as humanity’s “last best hope” (Jordans, 2021), “a critical moment for leadership” (Hitchings-Hale, 2021) and "one minute before midnight on the Doomsday Clock” (Johnson, 2021). A conference bringing together more than 30,000 delegates, with representatives from 200 countries, including 120 world leaders. Indeed, a summit on the topic of climate change with an agenda, including the following:
finalizing the Rulebook for the (controversial) flex-mex carbon exchange market
increasing investments in clean
energy sources
increasing joint action of the private
and public sectors for accelerating the implementation ofmitigation and/or resiliency plans
reforestation, planting trillions of trees
elimination of coal power plants
conversion to electric vehicles
(EV)
securing rich nation grants (vs.
loans) within the context of the 2015 Paris Agreement on an annual pledge of
100 billion USD for nations who are not responsible for the anthropogenic causes
of climate change [UNFCCC - Paris Agreement]
detailing the costs and implementation of a “just transition” within
the context of a global “Green New Deal” to a clean (non-fossil fuel) and sustainable
economy, considering that visionary Labor Union leaders have endorsed the
conversion, and the workforces of whole sectors of the fossil fuel industry (coal in particular) are
implicated (Chomsky & Pollan in Polychroniou, 2021, Chomsky & Pollan with Polychronou, 2021).
developing resiliency plans,
considering that the consequences of climate change are already causing drought, famine and floods, impacting
millions of people, creating a new category of refugees, designated climate refugees(UNHCR,)
compensating and remedying existing climate-related losses and damages, per the African Youth Climate Leader, from Burundi, Vanessa Nakate.
"turning the tide on coal, cash, cars and trees" (Johnson, 2021); panic, action, and no more empty promises, to mitigate and remedy the catastrophic scenarios of global warming that science has already specified, per the Swedish Global Youth Leader Greta Thunberg, on behalf of future generations, who might inherit irremediable situations.
Concretely, however, the new Glasgow COP
26 Summit takeaway will, at least, result in a sector-specific Declaration on Climate Change in the Tourism Industry. A Declaration bringing together members
of the UN World Tourism Organization (UNWTO), in an effort to scale up efforts
to control the tourism sector’s emissions, which are predicted to increase 25%
by 2030 (from 2016 levels). Specifically, the working session draft of the Glasgow Declaration calls for:
monitoring of the CO2 emissions from tourism operations
decarbonizing tourism with greener
transportation and infrastructures
removing carbon
promoting science-based targets in
view of meeting the Paris Agreement targets, which call for cutting emissions
back 50% by 2030 and achieving net zero(1) by 2050, to prevent global warming in
excess of 1.5 degrees Celsius, above pre-industrial levels (per the recommendations of the Intergovernmental Panel on Climate Change (IPCC ).
setting forth the One planet Sustainable Tourism Programme
to host the Tourism Section action plan. A program designed to implement transition to a circular economy, invoking recycling, reusing, repairing,
refurbishing, remanufacturing, and repurposing to reduce waste and pollution,
and as a pathway to sustainable development. The creation of a circular economy to bring added value, to promote creativity
and new business models, with efficient use of water and resources. A program
also arising within the context of the UN Sustainable Development Goals (SDG),
in particular Goals No. 13, 14 and 15 on climate action, and the protection of
marine and terrestrial ecosystems (UNDP - SDGs).
promoting Sustainable Consumption
and Production (SCP) in tourism policies
supporting global tourism initiatives
against plastic pollution
supporting green travel
promoting sustainable recovery
from COVID 19, according to 6 lines of action (UNWTO- Climate action).
The COP26 conference is taking place
at the Scottish Event Center(SEC) campus, in Glasgow, Scotland (UK), a location
that has become as much a transformative architectural landmark. as it is
currently a destination for crucially
important Climate Change action. For example, the monumental 3000-seat Clyde Auditorium, known
as the Armadillo because of its eight, overlapping, aluminum-clad roofs, was inaugurated in 1997,
specifically as a highly distinctive site, that still remained efficient and
easily maintained. On a shipyard location, the scale of the Armadillo is that
of a large ship or warehouse. Together with
the other monumental conference venue building, designated the OVO Hydro, with a capacity for
13,000 patrons, the site offers special synergy for the twelve conference days
ahead.
(1) Definition for Net-zero: Net-zero emissions
are achieved when anthropogenic
emissions of greenhouse
gases to the atmosphere are
balanced by anthropogenic
removals over a specified period. [IPCC Report Glossary]
References
Chomsky, N. & R. Pollan (with C.J. Polychroniou) (2021). Climate Crisis and the Global Green New Deal. London, UK & Brooklyn, NY: Verso Books.
De La Garza, A.,
Nugent, C., Baker, A., Duggan, J. and C. Wilson (Oct
28,2021). Here Are the Goals of the COP26 Climate Change Meetings—and Where the
World Stands in Accomplishing Them. Time
Magazine https://tinyurl.com/jekhcmyd
Hitchings-Hales, J. (Aug. 16, 2021).What Is COP26 — and Why Is the
Summit a Critical Moment For Leadership on the Climate Crisis? Global Citizenhttps://tinyurl.com/3xne33sk
Polychroniou, C. J. (Oct. 28, 2021). Chomsky and Pollin: COP26
Pledges Will Fail Unless Pushed by Mass Organizing. Truthout https://tinyurl.com/2dhptbyn
Rapold, N. (Nov. 12, 2020). ‘I am Greta’ review: Birth of a Climate Warrior. NYTimes. https://tinyurl.com/hbadkuf4
A few more patents for Perfect Day Inc. Patent Cooperation
Treaty (PCT), United Nations, World Intellectual Property Organization (WIPO)
patents for the company's recombinant dairy proteins. Each patent also member of a larger family of patents, filed selectively in China, Australia,
Mexico, Malaysia, Canada, Brasil, Japan, India, the US, and the European Union.
WO2020061503A1 - Methods
and compositions for producing homokaryotic filamentous fungal cells.
WO2021050759A2 - Compositions
comprising subsets of milk lipids, and methods for producing the same.
WO2018039632 - Food products comprising
milk proteins and non-animal proteins, and methods of producing the same.
Upcycling is defined as “the activity of making new furniture,
objects, etc. out of old or used things or waste material.” (CambridgeDictionary WOTY 2019). The Upcycle Movement will add, to stress the difference with recycling, "in such a way as to create a product of higher quality or value than the original". An upcycled higher value or quality, such as sustainability, for which Forbes investment watch has noted that "87% of US millennial Internet users are willing to pay more". For example, Addidas upcycles ocean plastic waste, spinning it into the yarn that the company uses to knit sports shoe uppers.
Cambridge Dictionary lexicographers recorded a 181% increase in the
frequency of searches for the term upcycling, since it was added, in 2011, to the online
Cambridge Dictionary. They also found that searches
had doubled in the past year. A spike in usage attributed, on the one hand to the political connotations of the term upcycling, in regards climate change; and on the other hand, to the form of action that upcycling subsumes, which is perceived as highly desirable, and "feel good".
In fact, all of the terms on the Cambridge Dictionary shortlist of candidate WOTTIES** reflect the 2019 renewed interest in the politics of climate change, and youth-led commitment to action, as the following runner-up terms
indicate.
carbon sinknoun
an area of forest that is large enough to absorb large amounts of carbon
dioxide from the earth’s atmosphere and therefore to reduce the effect of
global warming
compostable adjective
something that is compostable can be used as compost when it decays
preservation noun
the act of keeping something the same or of preventing it from being
damaged
plastic footprint
a measurement of the amount of plastic that someone uses and then
discards, considered in terms of the resulting damage caused to the
environment.
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For a primer on the WOTY upcycling, as one of several solutions to some of the root causes of climate change, consider the below video The Story of Solutions (2013), written by Annie Leonard and Jonah Sachs, directed by Louis Fox and produced by Free Range Studios. The Story of Solutions(2013) is one of the viral educational videos of The Story of Stuff Project, supported by the Tides Foundation.
*WOTY - An acronym that stands for "Word Of The Year". It rhymes with "potty". ** WOTTIES - Plural form of the acronym WOTY.
Beyond Meat® is the new faux
meat kid on the NASDAQ stock exchange, trading with the ticker symbol BYND (NASDAQ). The
company launched its IPO on May 2, 2019 with an initial share price of $25. Today, BYND shares are trading at more than $200, up 700%! The US faux meat sector of the economy is up 11%. Faux meat is hot, hot, hot! (Reinicke, 2019)
If you are wondering about cooking your own faux meat, Beyond Meat® burger patties are available in the meat
sections of supermarkets and grocery stores across the country (Bernot, 2019). Beyond Meat®
has also partnered with Dunkin’® Donuts for rolling out faux breakfast sausage sandwiches, and is preparing to roll out faux bacon (Weiner-Bronne, 2019; O'Kane, 2019). Thus, you might already find
faux sausages called Beyond
Sausages®, in two flavors: Brat Original and Hot Italian, at your local
supermarkets, and faux bacon some
time in the very near future. In the interim, you will also find Beyond Beef®
Crumbles in the frozen section of supermarkets to make tacos and/or to add to
your favorite spaghetti sauce, as well as Beyond Beef® faux ground beef (e.g.; for making meatballs). Bonus mouthwatering recipes
are included at the Beyond Meat® website.
The ingredients and processes for producing Beyond Meat® faux beef, faux sausages and faux bacon
are disclosed most recently in the US patent application US20180310599A1, titled Meat-like
food products. The Beyond Meat® 2018 patent application is uncommon in that
the 52-page document contains 80 paragraphs (7 pages in two columns) of definitions
for the special meanings of the terms used to disclose the Beyond Meat® invention.Thus, you will find useful definitions, in the description section of this patent application, for terms that may appear
obscure, such as 80/20 and 90/10 beef or crosslinking; for unusual uses of terms
such as dough, flour and gel in reference
to meat; or for dispelling the potential legal ambiguity of such terms as about, or the indefiniteness of evaluation parameters such as doneness, chewiness, cohesiveness, juiciness, gumminess, springiness, taste, texture, sizzle sound,
and mouthfeel.
The Beyond Meat® invention arises with a
threefold concern for the health, environmental and ethical issues connected to
the consumption of animal meat, animal husbandry and cruelty. Accordingly, the
invention strives to remedy with a product that is healthier than animal meat,
as nutritious, and without the high greenhouse gas footprint, and insane cruelty
associated with animal meat production.
Compared to the prior art of
plant-based meat alternatives, the Beyond Meat® invention particularly
addresses the quality of the sensory experience of eating and cooking meat
(e.g.; sounds and aromas during the transition from raw to cooked faux meat,
the mouthfeel, taste, chewiness, juiciness and texture when ingested); the
nutritional and health values of plant-based meat (e.g.; without cholesterol or high saturated fat content, or the risks of allergy to gluten and soy); and the versatility
of use (e.g.; as faux patties for burgers, faux ground meat for meatloaf and sauces, crumbles for tacos, or stuffed
in a sausage skin for hotdogs).
Indeed,
the invention seeks to exceed customer satisfaction for animal meat, in an
effort to finally win animal meat consumers over to the vegetarian and/or vegan
camp. At the end of the day, this invention is a challenge to Go Beyond™ meat, to join a movement with
different beliefs and the higher purposes of mitigating climate change and
promoting health. The company states on its website:
“Go Beyond™ isn’t a polite invitation.
It’s a bold challenge to break barriers, defy convention, shatter expectations.”
The Youtube video below spotlights the Go
Beyond™ message and movement.
The Beyond Meat® patent application recites
in great detail all the various meat-like food products: the possible
ingredients and their percentages per weight that enter into various compositions
of Beyond Meat® faux meat (e.g.; meat-like proteins, lipids, carbohydrates,
edible fibre, and moisture) and their binding agents.
The patent application also recites the
various agent release systems, including emulsions, functioning to promote such aspects of the meat-like food products as
juiciness, binding of cooked or uncooked faux
meat, taste, sizzle sounds with the release of fats, and doneness triggered by
heat from the outside to the center, interacting with the red color of the faux meat.
In particular, for some embodiments of the
invention, the red color of the faux
meat is also described as potentially using various natural extracts and their
combinations, such as for example:
“beet extract and annatto, beet extract
and turmeric, beet extract and saffron, beet extract and purple carrot, beet
extract and grape seed extract, beet extract and tomato extract, beet extract
and lycopene, beet extract and beta carotene, beet extract and anthocyanin,
beet extract and anthocyanin and annatto, beet extract and annatto and
lycopene, beet extract and ascorbic acid , anthocyanin and annatto, beet extract
and annatto and ascorbic acid, beet extract and annatto and beta carotene,
beet extract and turmeric and ascorbic acid, and anthocyanin and lycopene and
annatto.” [0142]
The abstract of the Beyond Meat® faux meat
invention is included below, together with the patent Figure 1 image of a burger. An image of the marketed uncooked Beyond Meat® patty burgers is also included above.
Provided are food products that have
structures, textures, and other properties comparable to those of animal meat, and
that may therefore serve as substitutes for animal meat. Also provided are
processes for production of such ground meat - like food products. [Abstract US20180310599A1]
-----
In the twilight zone, it remains to be
seen whether the backlash for the Beyond Meat® invention might not come from those
vegetarians who are choking at how much Beyond Meat® looks, tastes and
smells like real animal meat, when such vegetarians have not joined forces with
nutritionists who point out that highly-processed
plant-based foodsuch as faux meat is different from plant-based
whole foods (Harris, 2019; Sweeney, 2019). However, such true vegetarians are probably still far
outnumbered by vegetarians still-craving-for-meat, and meat lovers who have no
plans yet for a plant-based diet, both of which might indeed be won, in ever greater numbers, as Beyond Meat® consumers.
Business Insider Reinicke, C. (July 23 2019) - Beyond Meat® extends
its post-IPO surge to 734%, breaking the $200-a-share threshold for the first
time (BYND)
