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Plant-based meat company Beyond Meat has already made waves in the alternative protein market with products like their Beast burger, Beyond Beef crumbles and meatballs, and their Beyond Chicken strips. But they’re working on the launch of  a new burger that is about to change the game entirely. So what sets their newest burger apart from their other products is? According to Beyond Meat executive chairman, Seth Goldman, “the first plant-based burger that will be placed on the meat counter.”

While Beyond Meat has no shortage of visibility in the food world, with availability in over 10,000 stores, including large chains like Target and Whole Foods, placing a vegan meat in the meat section speaks to how the way we view alternative protein is changing. Around one-third of Americans are leaving meat off their plates more frequently and picking up plant-based alternatives.

The fact is, people are looking for plant-based protein and with 23 grams of protein per serving, Beyond Meat’s Beast Burger is nothing to sniff at. Considering Goldman stated, “If the Beast Burger was a plant-based burger 1.0, then the new burger is more like 5.0,” we can only imagine what this new burger is like.

Not only is this new burger significant in its ability to compete with meat options, but it also represents an amazing positive trend for the planet. Producing enough protein to feed a growing world population is one of the most pressing challenges of our time, and more and more we’re being faced with the harsh reality that animal agriculture is not equipped to do this.

“The demand for protein is high in the developed world (an average of 103g/person/day is consumed today),” said Nil Zacharias, Co-Founder of One Green Planet, “and with rising incomes it is also growing rapidly in the developing world. Currently, this rising demand is being met by increasing the production of meat and other animal products, which is expected to double by the year 2050.”

This destructive industry currently occupies over half of the world’s arable land resources, uses the majority of our freshwater stores, and drives greenhouse gas emissions. Additionally, this system causes rampant air and water pollution, land degradation, deforestation and is pushing countless species to the brink of extinction. And yet, one in eight people still suffer from food scarcity. While these problems may seem daunting, the solution can be as simple as what we put on our plates.

“I can’t think of a bigger paradigm shift than creating great products that play a role in convincing people around the world to choose plant-based sources of protein without feeling like they are missing out on the foods they love,” said Zacharias. And it sounds as if Beyond Meat’s new burger is poised to do just that.

As the leading force for conscious consumption, One Green Planet believes that by changing the way we eat, we can make the planet a better place. By choosing to eat more plant-based meals, we could cut our carbon footprint in half, save around 200,000 gallons of water each, and redirect enough grain from the livestock system to feed roughly 2 billion people.

You don’t have to wait to get your hands on Beyond Meat’s new burger to make a difference with your food choices – join One Green planet’s #EatForThePlanet movement today!

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Lead image source: Beyond Meat