1 00:00:00,280 --> 00:00:04,000 Speaker 1: Hi everyone, I'm Katie Couric and welcome to Next Question. 2 00:00:05,360 --> 00:00:09,560 Speaker 1: Today we're exploring the rapidly expanding world of plant based 3 00:00:09,600 --> 00:00:13,960 Speaker 1: foods with Ethan Brown, the CEO of Beyond Meat. What 4 00:00:14,120 --> 00:00:16,520 Speaker 1: starts with what are the parents are gonna feel really 5 00:00:16,520 --> 00:00:18,840 Speaker 1: great about feeding their kids? You can't load it up 6 00:00:18,840 --> 00:00:20,720 Speaker 1: with things that aren't naturally You can't put gm os 7 00:00:20,760 --> 00:00:23,040 Speaker 1: in it. People don't want that. They want all natural foods. 8 00:00:23,040 --> 00:00:25,720 Speaker 1: They want to eat healthier, but they still want to 9 00:00:25,760 --> 00:00:28,720 Speaker 1: feel like it's familiar to them. Plant based food might 10 00:00:28,720 --> 00:00:31,720 Speaker 1: have started out as a niche lifestyle choice for vegans 11 00:00:31,720 --> 00:00:35,760 Speaker 1: and vegetarians back in the seventies with tofurkey and frozen 12 00:00:35,880 --> 00:00:41,320 Speaker 1: veggie burgers, but today you can find plant based milk, cheese, fish, meat, 13 00:00:41,400 --> 00:00:44,760 Speaker 1: and so much more in your local grocery store. The 14 00:00:44,840 --> 00:00:49,120 Speaker 1: plant based market is even conquering fast food, joining in 15 00:00:49,200 --> 00:00:52,000 Speaker 1: on the plant based meat craze with their newest addition 16 00:00:52,080 --> 00:00:55,800 Speaker 1: to the menu, the PLT. McDonald's will no longer just 17 00:00:55,880 --> 00:00:57,960 Speaker 1: be a place for a meat lover is as it's 18 00:00:58,000 --> 00:01:03,920 Speaker 1: introducing it's very own plant based burger. From McDonald's to 19 00:01:04,000 --> 00:01:08,440 Speaker 1: Burger King, from Kentucky Fried Chicken to Whitecastle, beyond meat 20 00:01:08,520 --> 00:01:12,080 Speaker 1: and competitors like Impossible Burger can be found in pretty 21 00:01:12,160 --> 00:01:16,200 Speaker 1: much every fast food chain across North America. And for 22 00:01:16,240 --> 00:01:19,759 Speaker 1: Ethan Brown, that's exactly where he wants to be. Our 23 00:01:19,840 --> 00:01:23,839 Speaker 1: job is not to moralized or or to to tell 24 00:01:23,840 --> 00:01:26,520 Speaker 1: people what to do, and that's why again people give 25 00:01:26,520 --> 00:01:28,759 Speaker 1: bel Muscow hard time. I actually really admire what he's 26 00:01:28,800 --> 00:01:31,120 Speaker 1: done because he's made it sexy to have a car 27 00:01:31,280 --> 00:01:33,399 Speaker 1: that's really good for the earth, right, And that's what 28 00:01:33,480 --> 00:01:34,600 Speaker 1: we have to do. I don't know if you can 29 00:01:34,600 --> 00:01:37,640 Speaker 1: make a sexy burger, but it can help you look sexy. 30 00:01:37,720 --> 00:01:39,000 Speaker 1: But we have to go out and do that, create 31 00:01:39,040 --> 00:01:43,559 Speaker 1: something that people just as satiates and they love. So 32 00:01:43,720 --> 00:01:47,760 Speaker 1: my next question, why is plant based meat having a moment? 33 00:01:48,320 --> 00:01:50,720 Speaker 1: I recently have the chance to talk to Ethan for 34 00:01:50,800 --> 00:01:55,160 Speaker 1: Next Question Live, our intimate business and innovation focus series 35 00:01:55,440 --> 00:01:58,080 Speaker 1: that's recorded in front of a live audience in our 36 00:01:58,080 --> 00:02:02,320 Speaker 1: New York offices. Thank you are coming and welcome to 37 00:02:02,440 --> 00:02:06,400 Speaker 1: Next Question Live. When I asked Ethan where this seed 38 00:02:06,800 --> 00:02:10,720 Speaker 1: pardon the pun of his plant based company ideas sprung from, 39 00:02:10,760 --> 00:02:14,840 Speaker 1: he said his childhood and his dad were major influences. 40 00:02:15,520 --> 00:02:17,480 Speaker 1: So my dad grew up in the country. Um, he 41 00:02:17,520 --> 00:02:20,840 Speaker 1: grew up in Connecticut in New York, but married my 42 00:02:20,880 --> 00:02:22,840 Speaker 1: mother who was from the city, and so sort of 43 00:02:22,880 --> 00:02:25,880 Speaker 1: a compromise was they were going to live in the city. 44 00:02:25,919 --> 00:02:27,680 Speaker 1: But but he really have you ever seen like a 45 00:02:27,680 --> 00:02:29,839 Speaker 1: deer in Central Park or something like that? That would 46 00:02:29,840 --> 00:02:32,280 Speaker 1: be my dad, Like you just sort of not comfortable, right, 47 00:02:32,320 --> 00:02:33,680 Speaker 1: So he always wanted to be out in the in 48 00:02:33,720 --> 00:02:37,040 Speaker 1: the country where he enjoyed nature, and so, um, you know, 49 00:02:37,080 --> 00:02:38,919 Speaker 1: ever since I was a baby, we would go out 50 00:02:38,960 --> 00:02:42,960 Speaker 1: to a farm and enjoy ourselves and associpe for recreation. 51 00:02:43,000 --> 00:02:45,440 Speaker 1: But he's pretty entrepreneur himself, so he started to create 52 00:02:45,560 --> 00:02:49,079 Speaker 1: a dairy operation at the farm we bought, um, as 53 00:02:49,080 --> 00:02:51,840 Speaker 1: I mentioned, and and uh, that took on a life 54 00:02:51,880 --> 00:02:53,720 Speaker 1: of its only that hunter ahead of Holstein cattle. And 55 00:02:53,760 --> 00:02:55,720 Speaker 1: you know, he's a professor and he's very sort of 56 00:02:55,720 --> 00:02:57,880 Speaker 1: cerebral as a person. Um. But this is a part 57 00:02:57,919 --> 00:02:59,240 Speaker 1: of him that I think he wanted to express and 58 00:02:59,240 --> 00:03:02,800 Speaker 1: bring ourselves together with. And so you know, as you 59 00:03:03,200 --> 00:03:06,280 Speaker 1: become exposed to the animals that are in the food system, 60 00:03:06,320 --> 00:03:08,360 Speaker 1: it becomes harder, at least it did for me as 61 00:03:08,360 --> 00:03:12,600 Speaker 1: a child, to differentiate between our dog, for example, in 62 00:03:12,639 --> 00:03:14,959 Speaker 1: a pig or a dog and sheep, right, because they're 63 00:03:15,000 --> 00:03:18,680 Speaker 1: so similar biologically. And I didn't understand that as a child. 64 00:03:18,840 --> 00:03:20,560 Speaker 1: But as I got older and started to read and 65 00:03:20,600 --> 00:03:23,560 Speaker 1: understand science better, I began to understand why I felt 66 00:03:23,600 --> 00:03:27,320 Speaker 1: that way. And so over time I developed a discomfort 67 00:03:27,400 --> 00:03:30,560 Speaker 1: with treating one animal one way and another another way. 68 00:03:30,600 --> 00:03:32,919 Speaker 1: I felt that wasn't consistent. But then I went into 69 00:03:33,000 --> 00:03:35,320 Speaker 1: my own career, which was an energy and and I 70 00:03:35,360 --> 00:03:38,320 Speaker 1: really was focused on climate coming out of school, and 71 00:03:38,320 --> 00:03:41,680 Speaker 1: and even then it was something that people were really 72 00:03:42,440 --> 00:03:44,760 Speaker 1: anxious about. And of course we haven't done much in 73 00:03:44,840 --> 00:03:46,640 Speaker 1: all these years, but we're now starting to You are 74 00:03:46,680 --> 00:03:50,880 Speaker 1: a vegetarian, Yes, I'm worth, I'm vegan. You're vegan? Okay, whoa? 75 00:03:51,200 --> 00:03:54,480 Speaker 1: So when did you become vegan? I was totally, like 76 00:03:54,480 --> 00:03:57,280 Speaker 1: like most young people, uh, you know, trying to find 77 00:03:57,280 --> 00:03:59,920 Speaker 1: my way. So I wasn't completely integrated or coherent. Right. 78 00:04:00,000 --> 00:04:04,280 Speaker 1: I would stop eating certain types of animals and I'd 79 00:04:04,280 --> 00:04:05,880 Speaker 1: have fish instead, you know, And I said, well'm not 80 00:04:05,920 --> 00:04:08,600 Speaker 1: gonna need land animals, but I have fish. Right. My daughter, 81 00:04:08,640 --> 00:04:11,720 Speaker 1: when she was a vegetarian, she didn't eat meat except 82 00:04:11,720 --> 00:04:15,200 Speaker 1: for bacon. Yeah, exactly. So there's bits and elements of 83 00:04:15,280 --> 00:04:18,280 Speaker 1: your trying to become this integrated person. And so I 84 00:04:18,320 --> 00:04:20,600 Speaker 1: would do things like that throughout my childhood, and then 85 00:04:21,080 --> 00:04:24,839 Speaker 1: as I became an adult, UM, I became a vegetarian. 86 00:04:25,200 --> 00:04:27,680 Speaker 1: But it's interesting even then, UM in this I think 87 00:04:27,720 --> 00:04:29,880 Speaker 1: you'll see this in our work, particularly with athletes. I 88 00:04:29,920 --> 00:04:31,720 Speaker 1: played basketball when I was in college, and I kept 89 00:04:31,720 --> 00:04:33,560 Speaker 1: getting injured for reasons had nothing to do with diet. 90 00:04:33,600 --> 00:04:35,840 Speaker 1: My knees just we're not where they needed to be, 91 00:04:36,520 --> 00:04:38,240 Speaker 1: and people around me and be like, oh, you gotta 92 00:04:38,279 --> 00:04:40,920 Speaker 1: eat meat. You know, you got and so I started 93 00:04:40,920 --> 00:04:42,640 Speaker 1: to eat meat again, you know, and then I stopped 94 00:04:42,680 --> 00:04:45,680 Speaker 1: after I got out of school. Um. And part of 95 00:04:45,680 --> 00:04:48,120 Speaker 1: what I've done with athletes is just trying to trying 96 00:04:48,160 --> 00:04:51,080 Speaker 1: to sort of dis uh, you know, disabuse that notion 97 00:04:51,120 --> 00:04:53,360 Speaker 1: that you need to have animal protein to flourish. In fact, 98 00:04:53,440 --> 00:04:56,440 Speaker 1: that's completely wrong. In fact, it has the opposite of 99 00:04:56,440 --> 00:05:00,200 Speaker 1: fact correct. It creates inflammation in your joints and other 100 00:05:00,240 --> 00:05:03,159 Speaker 1: parts of your body that inhibit your ability to recover quickly. 101 00:05:03,160 --> 00:05:06,200 Speaker 1: And so therefore from a simply getting as much as 102 00:05:06,200 --> 00:05:08,559 Speaker 1: you possibly can in it's better to have a plant 103 00:05:08,560 --> 00:05:10,760 Speaker 1: based source of protein, and we can unpack this. But 104 00:05:11,440 --> 00:05:13,520 Speaker 1: if you think about it, you know what we're trying 105 00:05:13,560 --> 00:05:15,760 Speaker 1: to do is get protein into our bodies, and you 106 00:05:15,760 --> 00:05:18,000 Speaker 1: have to think about the delivery mechanism for that. If 107 00:05:18,000 --> 00:05:20,320 Speaker 1: you think about the animals doing, the animal is consuming 108 00:05:20,400 --> 00:05:22,679 Speaker 1: a lot of vegetation and they're consuming a lot of water, 109 00:05:23,320 --> 00:05:25,760 Speaker 1: and then they're using the digestive tracks and their skeletal 110 00:05:25,800 --> 00:05:29,480 Speaker 1: muscular system to create muscle, which we then harvest is meat. 111 00:05:29,760 --> 00:05:31,800 Speaker 1: But the purpose of that muscle is not for us 112 00:05:31,839 --> 00:05:33,880 Speaker 1: to eat it. It's actually for the animal to perform work, 113 00:05:33,960 --> 00:05:35,839 Speaker 1: just like it is in your body and my body. 114 00:05:36,000 --> 00:05:37,479 Speaker 1: So there's lots of things in it that we don't 115 00:05:37,520 --> 00:05:40,640 Speaker 1: necessarily want, right and so if we're going to start 116 00:05:40,640 --> 00:05:43,359 Speaker 1: from a blank canvas, we have the opportunity now to 117 00:05:43,440 --> 00:05:45,280 Speaker 1: go ahead and build a piece of meat that's free 118 00:05:45,279 --> 00:05:47,279 Speaker 1: of many of those things that we don't want. And 119 00:05:47,320 --> 00:05:49,240 Speaker 1: if you can do that, then you create something that 120 00:05:49,279 --> 00:05:52,640 Speaker 1: really helps the human body flourish rather than has dilatorious 121 00:05:52,680 --> 00:05:56,400 Speaker 1: impact in certain wis when we come back the mad 122 00:05:56,560 --> 00:06:12,520 Speaker 1: scientists who help get Ethan Brown beyond eat. For Ethan 123 00:06:12,600 --> 00:06:14,800 Speaker 1: spending time on the farm as a kid, had a 124 00:06:14,920 --> 00:06:18,840 Speaker 1: huge impact on his personal relationship with animals and meat, 125 00:06:19,400 --> 00:06:21,880 Speaker 1: but it took him a while to get there professionally. 126 00:06:22,600 --> 00:06:25,760 Speaker 1: He went to Connecticut College, where he played basketball, and 127 00:06:25,800 --> 00:06:29,240 Speaker 1: then got his NBA at Columbia. He had always been 128 00:06:29,240 --> 00:06:33,400 Speaker 1: passionate about the environment, so after graduation he got into 129 00:06:33,480 --> 00:06:36,640 Speaker 1: clean energy tech. But it wasn't until he became a 130 00:06:36,720 --> 00:06:39,920 Speaker 1: father that he got the push he needed to get 131 00:06:39,920 --> 00:06:43,400 Speaker 1: into the meatless meat biz. But my kids really young. 132 00:06:43,480 --> 00:06:45,920 Speaker 1: One of the moments I did have was my wife 133 00:06:46,000 --> 00:06:47,760 Speaker 1: und I necessarily weren't on the same page at first. 134 00:06:47,839 --> 00:06:49,159 Speaker 1: Where she grew up. She grew up in the country, 135 00:06:49,160 --> 00:06:51,400 Speaker 1: her father hunts and things like that, and so you know, 136 00:06:51,440 --> 00:06:53,880 Speaker 1: our kids when they were really little would have animal protein. 137 00:06:54,120 --> 00:06:56,120 Speaker 1: Uh And I can remember being on the Jersey Turnpike 138 00:06:56,240 --> 00:06:58,919 Speaker 1: driving up to probably see my family up here, and 139 00:06:59,279 --> 00:07:02,320 Speaker 1: uh um, stopping at a fast food restaurant and the 140 00:07:02,400 --> 00:07:04,800 Speaker 1: kids were ordering something and I just felt so uncomfortable 141 00:07:04,839 --> 00:07:06,840 Speaker 1: with right, and it was at discomfort and they were 142 00:07:06,920 --> 00:07:08,840 Speaker 1: really small. So I gotta go start this business. I've 143 00:07:08,880 --> 00:07:10,800 Speaker 1: been thinking about it for getting what a happy meal 144 00:07:10,880 --> 00:07:13,880 Speaker 1: or something. I won't say where it was, but it 145 00:07:14,080 --> 00:07:16,520 Speaker 1: really gave me. It wasn't that, but it gave me discomfort. 146 00:07:16,720 --> 00:07:19,600 Speaker 1: And it's that sense of inside that if I don't 147 00:07:19,640 --> 00:07:21,920 Speaker 1: express this, then I'm going to let my life go 148 00:07:21,960 --> 00:07:25,760 Speaker 1: by without doing it. Let's talk about this idea that 149 00:07:25,800 --> 00:07:29,840 Speaker 1: you brought to the University of Missouri. You went to 150 00:07:29,880 --> 00:07:32,960 Speaker 1: a lab there and you met two kind of mad scientists, right, 151 00:07:33,960 --> 00:07:36,720 Speaker 1: and they were working and they would provide the perfect 152 00:07:36,760 --> 00:07:41,320 Speaker 1: recipe for the beyond meat product, so um in Layman's terms, 153 00:07:41,360 --> 00:07:43,520 Speaker 1: what were they doing? It was so interesting. So I 154 00:07:43,520 --> 00:07:45,360 Speaker 1: looked for years for something that would do this. I 155 00:07:45,400 --> 00:07:47,160 Speaker 1: looked at lab row eat a lot, and sort of 156 00:07:47,160 --> 00:07:51,240 Speaker 1: mid two thousands, someone asked about that, and I felt coming. 157 00:07:51,280 --> 00:07:52,640 Speaker 1: I was in the fuel cell sector, which is a 158 00:07:52,640 --> 00:07:56,720 Speaker 1: great sector for for replacing the internal combustant engine UM. 159 00:07:56,760 --> 00:08:00,440 Speaker 1: But if you look at um lab ow meat, it's 160 00:08:00,480 --> 00:08:03,120 Speaker 1: very difficult to see when it's going to become commercially available. 161 00:08:03,200 --> 00:08:06,000 Speaker 1: But what these scientists were doing was essentially taking the 162 00:08:06,000 --> 00:08:07,920 Speaker 1: protein from plants, and let's say it organizers like this 163 00:08:08,000 --> 00:08:10,840 Speaker 1: in a plant, right, we need to basically break its 164 00:08:10,840 --> 00:08:13,480 Speaker 1: bonds and reset it so it takes on that texture 165 00:08:13,520 --> 00:08:15,440 Speaker 1: of muscle that you're so familiar with when you bite 166 00:08:15,480 --> 00:08:17,160 Speaker 1: into a piece of meat. So they were doing that 167 00:08:17,240 --> 00:08:18,560 Speaker 1: and they had found a way to do it better 168 00:08:18,560 --> 00:08:20,520 Speaker 1: than anybody else. And so I called them up and 169 00:08:20,520 --> 00:08:22,760 Speaker 1: just said, hey, can we can we work together? And 170 00:08:23,520 --> 00:08:26,040 Speaker 1: they really needed an entrepreneur because they were more propos 171 00:08:26,080 --> 00:08:29,200 Speaker 1: oial than entrepreneurial. And we started working together and it 172 00:08:29,240 --> 00:08:33,800 Speaker 1: worked out. So what exactly is in beyond me? Sure? Sure, 173 00:08:33,920 --> 00:08:36,320 Speaker 1: and it's we get a lot of questions about that, 174 00:08:36,360 --> 00:08:37,800 Speaker 1: and so it's a really good opportunity me to talk 175 00:08:37,840 --> 00:08:40,720 Speaker 1: about it. So it's the core parts of meat. It's protein, fat, 176 00:08:40,720 --> 00:08:43,760 Speaker 1: and water. And so the protein is harvested directly from 177 00:08:43,760 --> 00:08:45,959 Speaker 1: a plant. And when you when you think about this, 178 00:08:46,400 --> 00:08:49,440 Speaker 1: so you have let's say a p or we can 179 00:08:49,559 --> 00:08:51,959 Speaker 1: use any any lagoon really works right, and you're you're 180 00:08:52,040 --> 00:08:54,160 Speaker 1: extracting the protein from it. So we millet. We have 181 00:08:54,160 --> 00:08:56,840 Speaker 1: a producer millet for us, and then we separate by 182 00:08:56,920 --> 00:08:59,480 Speaker 1: changing the pH level and water the protein and the fiber. 183 00:08:59,800 --> 00:09:02,240 Speaker 1: We take that protein and reset those bonds so it 184 00:09:02,280 --> 00:09:04,280 Speaker 1: takes on the former muscle. That's kind of it, right, 185 00:09:04,480 --> 00:09:05,760 Speaker 1: And there are other things we have to add into it. 186 00:09:05,760 --> 00:09:07,959 Speaker 1: There's fats and and and minerals and vite him and 187 00:09:08,080 --> 00:09:10,600 Speaker 1: and things like that. But for me, it's really important. 188 00:09:10,679 --> 00:09:12,360 Speaker 1: You know, I always start with mom, and that's really 189 00:09:12,360 --> 00:09:15,280 Speaker 1: how I think about things. I started so early working 190 00:09:15,320 --> 00:09:17,240 Speaker 1: in the stores, so I would go to whole foods 191 00:09:17,240 --> 00:09:19,240 Speaker 1: and hand out our products and listen right, and and 192 00:09:19,280 --> 00:09:21,160 Speaker 1: so Mom would often tell me, Hey, this is what 193 00:09:21,200 --> 00:09:22,920 Speaker 1: I want. Dad would tell me this is what I want. 194 00:09:23,000 --> 00:09:25,120 Speaker 1: So what else do you put in there other than 195 00:09:25,320 --> 00:09:27,880 Speaker 1: the protein and the fat? And where do you get 196 00:09:27,920 --> 00:09:31,720 Speaker 1: the fat? And for you, it's such a interesting subject. 197 00:09:31,760 --> 00:09:34,720 Speaker 1: And so we're continuing to So the protein, let's say, 198 00:09:34,720 --> 00:09:36,760 Speaker 1: comes from the I'll talk about our Dunking product, which 199 00:09:36,760 --> 00:09:38,120 Speaker 1: is great. If you're walking out the city, you can 200 00:09:38,120 --> 00:09:40,240 Speaker 1: see uh, you know, Duncan selling the product. I would 201 00:09:40,280 --> 00:09:41,840 Speaker 1: really encourage people to go out and get that here 202 00:09:41,840 --> 00:09:44,280 Speaker 1: in New York. It's so good. And so that has 203 00:09:44,679 --> 00:09:48,440 Speaker 1: I bet you would love it. I literally love it. 204 00:09:48,559 --> 00:09:50,400 Speaker 1: And but that one's a really neat one. It has 205 00:09:50,600 --> 00:09:52,520 Speaker 1: it has sunflower seed protein in it. Like who doesn't 206 00:09:52,520 --> 00:09:53,840 Speaker 1: want to get up in the morning and have sunflowers? 207 00:09:53,880 --> 00:09:55,319 Speaker 1: Like you can either have a piece of pork, you 208 00:09:55,360 --> 00:09:58,360 Speaker 1: know something. It's been made from sunflower seed protein, mung bean, 209 00:09:58,559 --> 00:10:01,360 Speaker 1: brown rice and peace, so that creates the protein. And 210 00:10:01,400 --> 00:10:03,480 Speaker 1: by adding all this protein together, we're actually putting more 211 00:10:03,480 --> 00:10:05,320 Speaker 1: protein in it than it is pork. And then you 212 00:10:05,320 --> 00:10:08,000 Speaker 1: have things to create the fatty mouth feels of cocon 213 00:10:08,080 --> 00:10:11,240 Speaker 1: and oil and and uh and canola and things like that. 214 00:10:11,559 --> 00:10:13,080 Speaker 1: And then you have to add the minerals right, and 215 00:10:13,080 --> 00:10:16,040 Speaker 1: the vitamins right. So they're giving people something that satiates 216 00:10:16,080 --> 00:10:18,600 Speaker 1: but also provides nutrition for their body in the same way. 217 00:10:18,760 --> 00:10:21,200 Speaker 1: But when it comes to color, for example, for our products, 218 00:10:21,360 --> 00:10:23,640 Speaker 1: we have to use things like beet juice and pomegranate, 219 00:10:23,679 --> 00:10:25,280 Speaker 1: and we try to find parts of algae that will 220 00:10:25,280 --> 00:10:28,400 Speaker 1: transition from red to black and gray. So you know, 221 00:10:28,440 --> 00:10:31,200 Speaker 1: you can rest assured that we'd have put really strict 222 00:10:31,200 --> 00:10:33,839 Speaker 1: guidelines on what goes into this product, how many calories 223 00:10:33,840 --> 00:10:36,720 Speaker 1: and it be on its It's really not about the 224 00:10:36,760 --> 00:10:39,439 Speaker 1: calories for us. It's the calories are roughly equivalent. If 225 00:10:39,480 --> 00:10:41,880 Speaker 1: you look a regular ham. Yeah, if you look at 226 00:10:41,960 --> 00:10:43,880 Speaker 1: and just goes on the sausage, I'll talk about that 227 00:10:43,880 --> 00:10:47,439 Speaker 1: for a second. That is less fat, it has less 228 00:10:47,480 --> 00:10:49,839 Speaker 1: saturated fat, and we've taken on the nose a lot 229 00:10:49,880 --> 00:10:53,079 Speaker 1: about sodium. That product is thirty seven percent less sodium 230 00:10:53,160 --> 00:10:55,400 Speaker 1: than a normal pork sausage. Now you go to our burger, 231 00:10:55,400 --> 00:10:57,360 Speaker 1: people like, ah, that burger has so much sodium in it. 232 00:10:57,520 --> 00:10:59,560 Speaker 1: But does anyone in the audience know how much sodium 233 00:10:59,559 --> 00:11:02,040 Speaker 1: is in our produ Like, given what you hear, let 234 00:11:02,040 --> 00:11:04,400 Speaker 1: me just take a guess somebody, I don't know. I 235 00:11:04,440 --> 00:11:06,960 Speaker 1: had to confess I didn't see that, okay. So people 236 00:11:07,000 --> 00:11:10,800 Speaker 1: in the media saying, oh, you know as it so yeah, okay, 237 00:11:10,800 --> 00:11:13,640 Speaker 1: So it is eighteen of daily value of your sodium, right, 238 00:11:13,679 --> 00:11:15,280 Speaker 1: So that's the same that's in a half a cup 239 00:11:15,320 --> 00:11:18,240 Speaker 1: of Mari narrow sauce for example, or tortilla wraps and 240 00:11:18,280 --> 00:11:20,959 Speaker 1: things like that. So you know, there's an article that 241 00:11:20,960 --> 00:11:22,319 Speaker 1: around the Wall Street Journal and said, oh, bee, I 242 00:11:22,360 --> 00:11:26,280 Speaker 1: mean there's more sodium than a normal burger. Okay, But 243 00:11:26,320 --> 00:11:27,720 Speaker 1: then you gotta unpack that a little bit. What were 244 00:11:27,720 --> 00:11:30,400 Speaker 1: they comparing. They were comparing a season burger, which is ours, 245 00:11:30,679 --> 00:11:33,080 Speaker 1: with an unseasoned burger. So go walk down the island 246 00:11:33,120 --> 00:11:35,560 Speaker 1: the supermarket pick up or preseason burger, and you're gonna 247 00:11:35,559 --> 00:11:37,719 Speaker 1: have more sodium or at least an equivalent amount, right, So, 248 00:11:37,880 --> 00:11:39,440 Speaker 1: lots of games that are being played in print of 249 00:11:39,440 --> 00:11:41,360 Speaker 1: position our product and were you getting a lot of 250 00:11:41,400 --> 00:11:46,600 Speaker 1: pushback from you know, not only some health health food people, 251 00:11:46,840 --> 00:11:50,280 Speaker 1: but you know, for example, John Mackie, the CEO of 252 00:11:50,320 --> 00:11:54,600 Speaker 1: Whole Foods, who was instrumental in your early success, has 253 00:11:54,640 --> 00:11:56,920 Speaker 1: said that quote, if you look at the ingredients, they 254 00:11:56,920 --> 00:12:02,640 Speaker 1: are super highly processed foods, which isn't very healthy. Now, 255 00:12:02,679 --> 00:12:05,240 Speaker 1: I know you want an opportunity to kind of respond 256 00:12:05,280 --> 00:12:07,320 Speaker 1: to some of that. And I imagine some of this 257 00:12:07,480 --> 00:12:11,080 Speaker 1: is being fueled by the cattle industry, the meat industry. Yeah, 258 00:12:11,080 --> 00:12:12,720 Speaker 1: I'm gonna have a ton to say about this. How 259 00:12:12,800 --> 00:12:17,520 Speaker 1: much time do you guys have? So John Mackie is 260 00:12:17,520 --> 00:12:19,080 Speaker 1: giving me the great gift of like being one of 261 00:12:19,080 --> 00:12:21,600 Speaker 1: my most important customers and then also saying this thing right, 262 00:12:21,640 --> 00:12:24,120 Speaker 1: So I gotta figure out how to walk that line. 263 00:12:24,480 --> 00:12:26,760 Speaker 1: That's a good guy for sure, And you know he 264 00:12:26,800 --> 00:12:28,640 Speaker 1: has his opinion and he's free, free to share it. 265 00:12:28,679 --> 00:12:32,880 Speaker 1: He's wrong for sure. Um, but you know it's it's 266 00:12:32,880 --> 00:12:35,480 Speaker 1: a new day and and uh not everyone grasps us 267 00:12:35,800 --> 00:12:39,120 Speaker 1: So what we what we are doing? And it's really 268 00:12:39,120 --> 00:12:41,839 Speaker 1: a tale of two processes. Which process do you want? Right? 269 00:12:41,920 --> 00:12:44,120 Speaker 1: So the process, in my mind is a series of 270 00:12:44,160 --> 00:12:46,600 Speaker 1: steps to get to an outcome. That's what a process is, right, 271 00:12:47,040 --> 00:12:50,320 Speaker 1: and so is our process better than industrial agriculture? Right? 272 00:12:50,360 --> 00:12:52,120 Speaker 1: And so let me just walk through it. So we 273 00:12:52,200 --> 00:12:54,679 Speaker 1: start with the plants, right. We separate the protein from 274 00:12:54,720 --> 00:12:57,240 Speaker 1: the plant, and then we run it through steps of heating, cooling, 275 00:12:57,240 --> 00:12:59,880 Speaker 1: and pressure which set it into that muscle structure. Right, 276 00:13:00,120 --> 00:13:02,960 Speaker 1: and we present that with fat and and uh and 277 00:13:02,960 --> 00:13:06,599 Speaker 1: and minerals and vitamins as a piece of meat for you. Right. Okay, 278 00:13:07,040 --> 00:13:08,800 Speaker 1: you can then look at animal I your culture, right, 279 00:13:08,800 --> 00:13:10,960 Speaker 1: And what's happening there is the animals consuming the product. 280 00:13:11,160 --> 00:13:16,880 Speaker 1: They're also being giving antibiotics, this is industrial agriculture animal product, antibiotics, hormones, 281 00:13:17,200 --> 00:13:20,200 Speaker 1: veterinary drugs right there, being raised in special conditions. Some 282 00:13:20,240 --> 00:13:22,839 Speaker 1: of them are being given so much feed so quickly 283 00:13:22,880 --> 00:13:25,720 Speaker 1: they can't walk uh, and then they're brought to slaughter. 284 00:13:26,120 --> 00:13:28,880 Speaker 1: When they're slaughtered. There's all sorts of contentments and residual 285 00:13:29,559 --> 00:13:31,400 Speaker 1: elements that are in the product that the USDA in 286 00:13:31,440 --> 00:13:33,240 Speaker 1: fact has a program to try to keep those out 287 00:13:33,240 --> 00:13:35,640 Speaker 1: of the food supply. So that's the process that you 288 00:13:35,640 --> 00:13:38,840 Speaker 1: really need to consider. Now, it might be that Michael 289 00:13:38,840 --> 00:13:41,360 Speaker 1: pollen And and Mackie live in a world where they 290 00:13:41,360 --> 00:13:43,719 Speaker 1: can go to Martha's vineyard or to Marin County and 291 00:13:43,760 --> 00:13:47,160 Speaker 1: they can get that grass fed hen that that most 292 00:13:47,200 --> 00:13:49,880 Speaker 1: of us can't have, right, And so that's the world 293 00:13:50,679 --> 00:13:52,880 Speaker 1: where I think people maybe get into trouble. They think, 294 00:13:53,200 --> 00:13:54,840 Speaker 1: you know, if we can all just have this type 295 00:13:54,840 --> 00:13:58,000 Speaker 1: of product, will be fine. But that's not how we eat, right, 296 00:13:58,040 --> 00:13:59,559 Speaker 1: And that's not just that's not a way that we 297 00:13:59,600 --> 00:14:02,360 Speaker 1: can feed the world's population. So we have to develop 298 00:14:02,400 --> 00:14:05,120 Speaker 1: a better process, and that's what we do. You know, Um, 299 00:14:05,520 --> 00:14:09,240 Speaker 1: I know that you're not trying to say to people, 300 00:14:09,360 --> 00:14:12,360 Speaker 1: don't eat meat at all necessarily. I mean, I think 301 00:14:12,400 --> 00:14:15,040 Speaker 1: you're saying you let me read a quote that you've 302 00:14:15,200 --> 00:14:17,959 Speaker 1: You've said, you don't build a business telling people not 303 00:14:18,080 --> 00:14:21,720 Speaker 1: to eat what they love. Um. So, so you're really 304 00:14:21,840 --> 00:14:26,720 Speaker 1: asking them to supplement sort of meat if they can, right, 305 00:14:27,000 --> 00:14:30,120 Speaker 1: I mean, tell me your philosophy, Like, who's your target market? 306 00:14:30,480 --> 00:14:33,040 Speaker 1: How are you trying to really sell the concept to 307 00:14:33,200 --> 00:14:36,920 Speaker 1: consumers who may you be curious but not that jiggy 308 00:14:37,000 --> 00:14:39,600 Speaker 1: with it. As my daughter would say in seventh grade 309 00:14:39,600 --> 00:14:46,640 Speaker 1: about twelve years ago, ahead Will Smith, Um, he's great. 310 00:14:47,000 --> 00:14:52,800 Speaker 1: Uh So, Um, you know it's our target customer is 311 00:14:53,080 --> 00:14:56,840 Speaker 1: the American consumer and the global consumer. It's somebody that 312 00:14:57,040 --> 00:15:01,800 Speaker 1: is interested in consuming meat. But it's beginning to realize 313 00:15:01,920 --> 00:15:04,120 Speaker 1: that there are issues around the levels of me and 314 00:15:04,160 --> 00:15:06,920 Speaker 1: something we're having and I just don't know. I love 315 00:15:07,000 --> 00:15:10,360 Speaker 1: me like I love to have burgers, and I loved 316 00:15:10,360 --> 00:15:13,200 Speaker 1: having fried chicken. It's one of my favorite things, right, 317 00:15:13,240 --> 00:15:16,040 Speaker 1: And so I get it. I'm not in any way 318 00:15:16,080 --> 00:15:18,960 Speaker 1: you love that now, well, I love our products that 319 00:15:20,080 --> 00:15:22,360 Speaker 1: I was going to say, you're vegan, you can't eat 320 00:15:22,400 --> 00:15:25,080 Speaker 1: that stuff? Pick me off the show. No, no, so 321 00:15:25,160 --> 00:15:27,520 Speaker 1: I But but growing up, that's really what I developed 322 00:15:27,560 --> 00:15:29,000 Speaker 1: a taste for and it was really good and I 323 00:15:29,040 --> 00:15:32,360 Speaker 1: understand it, right, and and so this is not about, 324 00:15:32,720 --> 00:15:36,560 Speaker 1: you know, vilifying that decision. It's it's simply about you 325 00:15:36,640 --> 00:15:39,680 Speaker 1: think about the landline. Did anyone get into like a knockdown, 326 00:15:39,760 --> 00:15:42,480 Speaker 1: drag out fight about like you know, the cell phone 327 00:15:42,520 --> 00:15:45,400 Speaker 1: or placed in the landline. It just happened, right. There 328 00:15:45,400 --> 00:15:47,840 Speaker 1: are people like my daddy using landline. I'm always going 329 00:15:47,880 --> 00:15:51,040 Speaker 1: to use the landline, like you're not a man if 330 00:15:51,040 --> 00:15:54,400 Speaker 1: you don't use a landline like that. Never Yeah, but 331 00:15:54,440 --> 00:15:57,120 Speaker 1: there wasn't a whole industry at risk right, A T 332 00:15:57,240 --> 00:16:01,840 Speaker 1: and T provides myself service SERVI. So that's what some 333 00:16:01,880 --> 00:16:03,920 Speaker 1: of the smartest meat companies are doing. So it's really 334 00:16:03,960 --> 00:16:07,320 Speaker 1: not around us versus them, it's around is there, and 335 00:16:07,320 --> 00:16:09,640 Speaker 1: it's I think it's a quintessential American idea is there's 336 00:16:09,640 --> 00:16:12,360 Speaker 1: something that's good, which is meat. Let's make it better. Right, 337 00:16:12,440 --> 00:16:14,080 Speaker 1: Let's go ahead and create meat that doesn't have the 338 00:16:14,080 --> 00:16:15,840 Speaker 1: same impact on the environment, doesn't the same impact on 339 00:16:15,880 --> 00:16:18,280 Speaker 1: our bodies. So let's be honest. Those cattle farmers, you know, 340 00:16:18,360 --> 00:16:21,400 Speaker 1: they want people to eat regular beef that they're you 341 00:16:21,440 --> 00:16:24,240 Speaker 1: know that they're raising on their branches and they'll probably 342 00:16:24,280 --> 00:16:26,240 Speaker 1: for a very long time be able to keep doing that. 343 00:16:26,480 --> 00:16:28,920 Speaker 1: But well, that's not good news for you. Well, I 344 00:16:28,960 --> 00:16:31,560 Speaker 1: think there's so much demand and it depends on what 345 00:16:31,600 --> 00:16:33,920 Speaker 1: the consumer wants. So when we go you know, when 346 00:16:33,920 --> 00:16:35,560 Speaker 1: I was I was at a Barclay's conference and the 347 00:16:35,600 --> 00:16:38,280 Speaker 1: audience was probably you know, in their fifties or so, 348 00:16:38,360 --> 00:16:40,560 Speaker 1: and I asked them, ten years from now, you know, 349 00:16:40,600 --> 00:16:43,400 Speaker 1: what percent of the market will be plant based? The 350 00:16:43,480 --> 00:16:47,120 Speaker 1: numbers were extremely low. You go to places, to universities 351 00:16:47,400 --> 00:16:49,720 Speaker 1: and it's like standing them. Only the kids understand this 352 00:16:49,920 --> 00:16:51,480 Speaker 1: and One of the reason to understand it is because 353 00:16:51,640 --> 00:16:53,720 Speaker 1: information is being disseminated so quickly. They can see on 354 00:16:53,760 --> 00:16:56,480 Speaker 1: their handheld phones stat statistic things, see videos. And I 355 00:16:56,520 --> 00:16:58,800 Speaker 1: also think they care more. I hate to say it 356 00:16:58,960 --> 00:17:02,160 Speaker 1: because it's embarrassing for my generation, but they're really committed 357 00:17:02,200 --> 00:17:05,280 Speaker 1: to doing something about climate change. They are, and they're okay, 358 00:17:05,320 --> 00:17:08,320 Speaker 1: boomerang us to death. Have you have you seen? Have 359 00:17:08,359 --> 00:17:10,280 Speaker 1: you seen the stuff that's going on in Sweden with 360 00:17:10,280 --> 00:17:12,800 Speaker 1: this flight shaming? Like that gives me real hope. Like 361 00:17:12,880 --> 00:17:14,560 Speaker 1: so people, if you take a flight somewhere where you 362 00:17:14,600 --> 00:17:16,840 Speaker 1: could have taken a train, you're sort of seen as 363 00:17:17,040 --> 00:17:20,080 Speaker 1: neanderthal like kind of change. What are you doing? Yeah, 364 00:17:20,080 --> 00:17:22,160 Speaker 1: And so I think there's a consciousness that's this rising, 365 00:17:22,200 --> 00:17:27,119 Speaker 1: which just thrills me. It really is. It's an environmental 366 00:17:27,160 --> 00:17:30,920 Speaker 1: consciousness that Ethan built into his own product. If you 367 00:17:31,000 --> 00:17:33,879 Speaker 1: look at our impact, we use less water when we 368 00:17:33,920 --> 00:17:38,040 Speaker 1: create a burger, I mean less land, we use half 369 00:17:38,080 --> 00:17:41,120 Speaker 1: the energy, and we've fewer emissions. So from an environment 370 00:17:41,119 --> 00:17:45,840 Speaker 1: of respect, if we feel great about the products, he 371 00:17:45,920 --> 00:17:48,600 Speaker 1: may be flying high now, but when we come back, 372 00:17:49,000 --> 00:18:07,960 Speaker 1: Ethan talks about almost hitting rock bottom. When Ethan Brown 373 00:18:08,040 --> 00:18:11,240 Speaker 1: started bringing his plant based products to the masses. He 374 00:18:11,359 --> 00:18:15,639 Speaker 1: thought about another mass market food campaign from his childhood, 375 00:18:16,160 --> 00:18:22,240 Speaker 1: Good Milk, Got Milk, Got Milk. When I was growing up, 376 00:18:22,960 --> 00:18:24,760 Speaker 1: they Got Milk campaign was a big deal. You know, 377 00:18:24,800 --> 00:18:27,000 Speaker 1: started with like Bo Jackson and then Derek Jeter and 378 00:18:27,160 --> 00:18:30,040 Speaker 1: and you know, Taylor Swift and all these others. And 379 00:18:30,280 --> 00:18:32,080 Speaker 1: it shocked me that you could be in a school 380 00:18:32,200 --> 00:18:34,520 Speaker 1: and you could advertise for a particular protein in the 381 00:18:34,600 --> 00:18:36,480 Speaker 1: lunch room. And that was what the California that was 382 00:18:36,480 --> 00:18:38,080 Speaker 1: what the Milk Board wasn't able to do right with 383 00:18:38,119 --> 00:18:40,760 Speaker 1: these posters and things that we all grew up with. Uh, 384 00:18:40,960 --> 00:18:42,480 Speaker 1: When it came time for me to build a campaign, 385 00:18:42,480 --> 00:18:44,040 Speaker 1: and said, that's exactly what I want to do because 386 00:18:44,040 --> 00:18:46,280 Speaker 1: I want moms and dads understand that their kids will 387 00:18:46,280 --> 00:18:48,480 Speaker 1: flourish on this right. And so I hired the original 388 00:18:48,520 --> 00:18:50,560 Speaker 1: architect of the Got Milk campaign, a guy named Jeff 389 00:18:50,600 --> 00:18:53,280 Speaker 1: Manning is your first sponsor of California Milkboard. Great guy. 390 00:18:53,320 --> 00:18:56,199 Speaker 1: We still work together, keep in touch. Um he's in 391 00:18:56,200 --> 00:18:57,800 Speaker 1: the seventies now. And I said, can you help me 392 00:18:57,840 --> 00:18:59,800 Speaker 1: do this? So we created a program called the Future Protein. 393 00:19:00,040 --> 00:19:02,320 Speaker 1: Then we hired someone named Beth Moskowitz, who has been 394 00:19:02,320 --> 00:19:04,560 Speaker 1: a rock star. She basically bought all of these NBA 395 00:19:04,600 --> 00:19:07,560 Speaker 1: players into our brand and they live the brand. So 396 00:19:07,680 --> 00:19:09,480 Speaker 1: Chris Paul this summer made a remark to me said, 397 00:19:09,520 --> 00:19:11,480 Speaker 1: you know what, for the first time in years, I've 398 00:19:11,480 --> 00:19:14,320 Speaker 1: forgot to ice after practice because my inflammation is so low. 399 00:19:14,640 --> 00:19:17,240 Speaker 1: And he's running around like a kid. Now, an inflammation 400 00:19:17,320 --> 00:19:21,199 Speaker 1: is such an exciting, relatively new area to really study 401 00:19:21,240 --> 00:19:24,040 Speaker 1: in terms of how it might be responsible for a 402 00:19:24,080 --> 00:19:28,080 Speaker 1: whole host of diseases. It's amazing. Um, if you if 403 00:19:28,119 --> 00:19:31,239 Speaker 1: you look at I mean our understands things people, I 404 00:19:31,280 --> 00:19:34,160 Speaker 1: think maybe miss is that our understanding of our own 405 00:19:34,200 --> 00:19:37,640 Speaker 1: world and the human body is so young, right, We're 406 00:19:37,640 --> 00:19:40,040 Speaker 1: still were three or four years into this where science 407 00:19:40,080 --> 00:19:42,480 Speaker 1: actually had any tools to be able to truly understand. 408 00:19:42,520 --> 00:19:45,600 Speaker 1: This is reading something in Scientific American over the weekend, 409 00:19:46,240 --> 00:19:49,440 Speaker 1: where you know the reading. It's a great magazine, but 410 00:19:49,720 --> 00:19:52,240 Speaker 1: I love that magazine. So a bird brain, this is 411 00:19:52,280 --> 00:19:55,120 Speaker 1: about avian brains. The expression like we got a bird brain, 412 00:19:55,200 --> 00:19:57,560 Speaker 1: like because brains are so small they're finding out is 413 00:19:57,600 --> 00:19:59,840 Speaker 1: that we were wrong about the bird's brain. Up until 414 00:19:59,840 --> 00:20:01,919 Speaker 1: it thousand and four. We thought they've basically had no 415 00:20:02,000 --> 00:20:06,240 Speaker 1: sort of prefrontal cortex type thinking capability. It turns out 416 00:20:06,240 --> 00:20:08,359 Speaker 1: that they do. It's just a different part of the brain, 417 00:20:08,720 --> 00:20:11,320 Speaker 1: so they're able to recognize in the mirror themselves and 418 00:20:11,359 --> 00:20:13,280 Speaker 1: things like that that many other mammals can't even do. 419 00:20:13,720 --> 00:20:15,959 Speaker 1: So I just think it's so interesting that we're not 420 00:20:16,000 --> 00:20:18,560 Speaker 1: only being to understand our own bodies better than microbiome, 421 00:20:18,920 --> 00:20:21,280 Speaker 1: but the bodies of the rest of life we share 422 00:20:21,440 --> 00:20:23,480 Speaker 1: this earth with, and as we get more understanding, we 423 00:20:23,520 --> 00:20:28,120 Speaker 1: realize they're more like us than not. Make no mistake, 424 00:20:28,320 --> 00:20:31,720 Speaker 1: Beef is still the most popular burger on the American menu, 425 00:20:31,880 --> 00:20:35,720 Speaker 1: but more people are trying meat alternatives. According to one 426 00:20:35,800 --> 00:20:40,280 Speaker 1: report commissioned by plant based organizations, in the past two years, 427 00:20:40,560 --> 00:20:44,400 Speaker 1: there's been a surgeon sales of plant based foods, which 428 00:20:44,440 --> 00:20:47,800 Speaker 1: of course is good for Beyond Meat. In May two 429 00:20:47,840 --> 00:20:51,840 Speaker 1: th nineteen, Beyond Meat became the first plant based company 430 00:20:51,880 --> 00:20:54,199 Speaker 1: to go public. It also happened to be one of 431 00:20:54,240 --> 00:20:57,239 Speaker 1: the most successful I p O s in history, But 432 00:20:57,359 --> 00:21:00,399 Speaker 1: Ethan says he wants to push the company further into 433 00:21:00,440 --> 00:21:04,040 Speaker 1: more restaurants in more markets around the world, which is 434 00:21:04,080 --> 00:21:06,480 Speaker 1: a far cry from where he was in two thousand 435 00:21:06,560 --> 00:21:10,359 Speaker 1: nine when he started the company. So people thought you 436 00:21:10,400 --> 00:21:13,040 Speaker 1: were crazy, you know when you came up with this idea, 437 00:21:13,440 --> 00:21:15,360 Speaker 1: and I know you blew through your four oh one 438 00:21:15,440 --> 00:21:18,960 Speaker 1: K your kids savings accounts. It puts a serious strain 439 00:21:19,119 --> 00:21:24,040 Speaker 1: on your marriage. Uh, Entrepreneurship is hard. Was there a 440 00:21:24,080 --> 00:21:27,240 Speaker 1: point when you thought, you know, this isn't worth it, 441 00:21:27,400 --> 00:21:34,560 Speaker 1: I'm going to give up. Uh, you know, it sounds 442 00:21:34,640 --> 00:21:38,159 Speaker 1: really like a false modesty or something. I don't I 443 00:21:38,160 --> 00:21:39,960 Speaker 1: think I was smart enough to even have that thought. 444 00:21:40,400 --> 00:21:42,560 Speaker 1: It was like, really, I'm just not going to fail, 445 00:21:42,760 --> 00:21:45,480 Speaker 1: Like I just didn't. I didn't even just sing so 446 00:21:45,680 --> 00:21:48,600 Speaker 1: my opic. Yeah, I just never occurred to me that 447 00:21:48,680 --> 00:21:51,159 Speaker 1: I would fail. So there was a we started. We 448 00:21:51,200 --> 00:21:53,919 Speaker 1: started this in a building that was on a hill, uh, 449 00:21:54,080 --> 00:21:55,679 Speaker 1: or the town I started in, And I used to 450 00:21:55,800 --> 00:21:57,719 Speaker 1: drive by it and say, I'm either gonna make it 451 00:21:57,840 --> 00:22:00,560 Speaker 1: or break it in that building. And today that building 452 00:22:00,560 --> 00:22:02,960 Speaker 1: has been torn down, but we're still here. So I 453 00:22:02,960 --> 00:22:05,040 Speaker 1: feel good about that. And what's the best advice? I 454 00:22:05,080 --> 00:22:08,199 Speaker 1: wrote a book where I kind of asked people. It 455 00:22:08,320 --> 00:22:11,400 Speaker 1: really was a lazy way of me doing commencement addresses 456 00:22:11,520 --> 00:22:14,640 Speaker 1: to be able to quote people on their life advice. 457 00:22:14,720 --> 00:22:17,280 Speaker 1: But what do you think the best advice you've ever 458 00:22:17,320 --> 00:22:21,000 Speaker 1: gotten is I've been really blessed to have some important 459 00:22:21,000 --> 00:22:23,479 Speaker 1: mentors throughout my life. And the one that I've shared, 460 00:22:23,640 --> 00:22:26,520 Speaker 1: I think is we're sharing is it? Um? My dad? 461 00:22:26,560 --> 00:22:28,040 Speaker 1: When I was coming up, so I was also a 462 00:22:28,040 --> 00:22:31,000 Speaker 1: student of my dad's at his program at Maryland and 463 00:22:31,200 --> 00:22:35,160 Speaker 1: uh um, I was kind of complaining about actually said 464 00:22:35,160 --> 00:22:36,280 Speaker 1: I want to be up in New York, be my 465 00:22:36,280 --> 00:22:38,480 Speaker 1: friends and stuff like that, and talking about my career 466 00:22:38,480 --> 00:22:40,280 Speaker 1: and he said, well, I didn't know what I wanted 467 00:22:40,320 --> 00:22:42,800 Speaker 1: to do. And he said, well, what's the biggest problem 468 00:22:42,800 --> 00:22:44,720 Speaker 1: in the world. And I thought a lot about that, 469 00:22:44,920 --> 00:22:47,800 Speaker 1: and it was climate. I said, because of everything, you know, 470 00:22:47,880 --> 00:22:49,879 Speaker 1: if we don't selve for climate, everything else gets to 471 00:22:49,920 --> 00:22:52,320 Speaker 1: be at risk. And you said, that's really where you 472 00:22:52,320 --> 00:22:54,240 Speaker 1: should focus your career. And so it was an idea 473 00:22:54,480 --> 00:22:58,520 Speaker 1: of combining a calling in a career versus trying to 474 00:22:58,560 --> 00:23:01,640 Speaker 1: approach those two things separately kind of cause right, Yeah, 475 00:23:01,760 --> 00:23:05,280 Speaker 1: that that lets your life speak in not only outside 476 00:23:05,280 --> 00:23:07,280 Speaker 1: of work, but at work. And I think that really 477 00:23:07,280 --> 00:23:10,520 Speaker 1: helped me a lot. Well, that's great advice and hopefully 478 00:23:10,600 --> 00:23:13,840 Speaker 1: we'll all be better off because of your dad's good 479 00:23:13,880 --> 00:23:18,560 Speaker 1: advice and we've got actually I've never tasted one of these, ethan, 480 00:23:19,080 --> 00:23:23,400 Speaker 1: so this is going to be thank you, So tell 481 00:23:23,440 --> 00:23:27,560 Speaker 1: me a little bit what I'm tasting here. Sure, So 482 00:23:27,600 --> 00:23:29,760 Speaker 1: this is our newest burger. It's been in the market 483 00:23:29,920 --> 00:23:32,280 Speaker 1: for for a little bit, um, and every year we 484 00:23:32,280 --> 00:23:34,000 Speaker 1: come out with a new new version of it. And 485 00:23:34,040 --> 00:23:36,480 Speaker 1: so this one should have a slightly meteor texture and 486 00:23:36,480 --> 00:23:38,439 Speaker 1: taste to it. And so where where can you get this? 487 00:23:38,800 --> 00:23:41,080 Speaker 1: Any real any supermarket like hopefully it's here in the 488 00:23:41,119 --> 00:23:45,119 Speaker 1: city or or uh any any supermarket Relais the a 489 00:23:45,280 --> 00:23:48,280 Speaker 1: s Mr portion of the podcast. And by the way, 490 00:23:48,320 --> 00:23:49,560 Speaker 1: you can get this in the meat case. That was 491 00:23:49,600 --> 00:23:51,439 Speaker 1: a really important thing for us to be able to 492 00:23:51,480 --> 00:23:53,520 Speaker 1: sell it in the meat case where meat is actually sold. 493 00:23:54,960 --> 00:24:01,600 Speaker 1: I like the bond too. It's kind of brioche, you know. Yeah, Okay, 494 00:24:01,760 --> 00:24:04,840 Speaker 1: I'm I'm being serious. It's tasty. We've worked really hard 495 00:24:04,880 --> 00:24:07,240 Speaker 1: on it. So how much with this bad boy being 496 00:24:07,320 --> 00:24:11,320 Speaker 1: calories I'm always especially it's January trying to be good. Now, 497 00:24:12,000 --> 00:24:14,080 Speaker 1: this one looks pretty tough with the cheese and the male. 498 00:24:15,440 --> 00:24:19,920 Speaker 1: You're killing me. It's pretty tough, um, But yeah, it's 499 00:24:20,000 --> 00:24:21,960 Speaker 1: it's uh I mean, the key here is you're getting 500 00:24:22,720 --> 00:24:26,240 Speaker 1: cleaner fats, you're getting much less fat, you're getting less sorry, 501 00:24:26,280 --> 00:24:29,000 Speaker 1: less saturated fat um. And of course you're getting no cholesterol, 502 00:24:29,119 --> 00:24:31,960 Speaker 1: no hem, iron, no um, you know, T M A O. 503 00:24:32,040 --> 00:24:34,040 Speaker 1: All these other things that you just don't want, they're 504 00:24:34,080 --> 00:24:36,919 Speaker 1: not in there. Well, good luck with everything. Thank you 505 00:24:37,000 --> 00:24:39,679 Speaker 1: so much for coming in, Thank you for the breakfast sandwiches, 506 00:24:39,800 --> 00:24:45,000 Speaker 1: and and that does it for this week's episode. If 507 00:24:45,040 --> 00:24:48,359 Speaker 1: the plant based phenomenon interests you, keep an ear on 508 00:24:48,400 --> 00:24:51,400 Speaker 1: the Next Question feed because later in the season we're 509 00:24:51,400 --> 00:24:55,000 Speaker 1: going to take a closer look at the environmental impact 510 00:24:55,320 --> 00:24:58,840 Speaker 1: of meat. Make sure you subscribe to Next Question on 511 00:24:58,920 --> 00:25:02,639 Speaker 1: Apple podcasts, the I Heart Radio app, or wherever you 512 00:25:02,720 --> 00:25:05,840 Speaker 1: listen to your favorite shows. And if you're looking for 513 00:25:05,920 --> 00:25:09,600 Speaker 1: some guidance on your daily news intake, you can subscribe 514 00:25:09,640 --> 00:25:12,879 Speaker 1: to my morning newsletter. It's called Wake Up Call. Just 515 00:25:12,920 --> 00:25:15,639 Speaker 1: go to Katie correct dot com. And of course you 516 00:25:15,680 --> 00:25:18,920 Speaker 1: can follow me on all your favorite social media channels. 517 00:25:19,600 --> 00:25:22,360 Speaker 1: Thank you so much for listening and learning with me 518 00:25:22,960 --> 00:25:26,639 Speaker 1: until next time at my Next Question, I'm Katie Couric. 519 00:25:33,000 --> 00:25:35,280 Speaker 1: Next Question with Katie Couric is a production of I 520 00:25:35,440 --> 00:25:38,840 Speaker 1: Heart Radio and Katie Currik Media. The executive producers are 521 00:25:38,920 --> 00:25:42,680 Speaker 1: Katie Currik, Courtney Litz, and Tyler Klang. The supervising producer 522 00:25:42,760 --> 00:25:47,320 Speaker 1: is Lauren Hansen. Our show producer is Bethan Macaluso. The 523 00:25:47,359 --> 00:25:51,520 Speaker 1: associate producers are Emily Pinto and Derek Clements. 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