As Brad Barbera from the Good Food Institute explains, the answer to what consumers want is simple ……… taste, affordability and ease of use. Ethics and the environment, unfortunately, come well down the list!
That’s why current products are gaining traction, the old days when cardboard veggie burgers were the only choice are a thing of the past. Just look at the success of the Impossible Burger and Beyond Burger and they’re only early stage products. Once companies address the three issues above then people will be able to make the other ethical and environmental choices without penalty.
Just wait until these companies and others scale their offerings, then we’ll see some real market disruption!