There’s a famous Gandhi aphorism about how movements progress: “First they ignore you, then they laugh at you, then they fight you, then you win.” That was actually written by the Workshop on Nonviolence Institute as a summary of Gandhi’s philosophy, but regardless, it’s remarkable how often it accurately describes the evolution of causes, from legal cannabis to gay marriage. I’ve been thinking about that quote since I wrote my first piece about plant-based meat (or alt meat, as I like to call it) for Outside in 2014. Back then, we were firmly in the “laugh at you” stage. Beyond Meat, the first of the Silicon Valley startups to use advanced technology to produce extremely meat-like burgers, had been ignored for its first few years, but in 2014, it released its Beast Burger, which was treated by the press and public as a slightly off-putting curiosity. What was this stuff? Would anyone actually eat it? Ewwww. That product wasn’t very good—I compared it to Salisbury steak—and when Ethan Brown, Beyond Meat ’s founder, announced his intention to end livestock production, you could almost hear the National Cattlemen’s Beef Association laughing in the background. But I didn’t laugh. I knew […]

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