Introduction-

Ethan Brown and Brent Taylor, two creative minds who sought to find a way to reduce meat
consumption across the world, launched Beyond Meat in 2009 (Linnane, 2019). The desire to
eat less meat stems from the fact that eating vegan meals is good for consumers' health and
the environment and creatures that share the same world. Their objective was to produce a
meat-like product that was vegan and free of toxic ingredients like antibiotics, hormones,
GMOs, trans fats, and cholesterol. While Beyond Meat aimed to inform consumers about the
advantages of eating vegan meat substitutes, they discovered that doing so would be more
complex than anticipated (BeyondMeat, 2021).
To capitalise on this significant market opportunity, Beyond Meat has created three primary
plant-based product platforms aligned with the world's three largest meat categories: beef,
pork, and poultry. The brand is committed to making items that, to the human sensory
system, are identical to those made using animal products. The Beyond Burger, the
company's standout product, is created to resemble a classic beef burger in terms of
appearance, cooking, and flavour. Additionally, Beyond Meat sells various plant-based meat
substitutes, such as Beyond Chicken Tenders, Beyond Beef, Beyond Italian Sausage
Crumbles, Beyond Beef Crumbles, Beyond Breakfast Sausage Patties, and Beyond Breakfast
Sausage Links (BeyondMeat, 2021).

Figure 1- Journey of Beyond Meat

The company received funding from well-known venture capital firms and global
corporations, including Tyson Foods, which bought a 5% stake in the company in 2016.
Twitter co-founders Evan Williams and Biz Stone, venture capital firm Kleiner Perkins
(Bronner, 2018), and Bill Gates claimed he "could not tell the difference" between Beyond
Meat and actual chicken (Gates, 2013) also contributed to the funding. The latest funding
round, in 2019, was for $55 million, raising its total amount to $122 million (BeyondMeat,
2022)
 Date Type No of Investors Money Raised Lead Investor

Apr 1, 2019 Series G 1 - -

Jan 1, 2019 Series F 1 - -
Jan 1, 2019 Secondary 1 - Future Positive
Market
Oct 5, 2018 Series H 8 $50M -
Jan 1, 2018 Series H 1 - -
Dec 8, 2017 Series G 5 $55M Cleveland
Avenue
Figure 2- Funding history of Beyond Meat (crunchbase.com, 2022)

Figure 3- Cumulative funding raised over time (crunchbase.com, 2022)

Mission and Vision-

Beyond Meat thinks there is a more effective way to feed the world. The mission is to
develop mass-market products that swap entirely out animal protein with plant protein. The
brand is committed to protecting animal welfare, reducing climate change, preserving natural
resources, and enhancing human health. One delectable meal at a time is how Beyond Meat is
beginning to change the world (BeyondMeat, 2012).
Business Strategy-
Customers have a broad range of options because numerous plant-based products are
available on the open market from numerous companies. Businesses must identify their
competitive advantage in the market and outperform rivals in satisfying client wants. So how
can Beyond Meat outperform the others, given the intense competition among businesses in a
given market?
According to Porter, businesses compete either based on price (cost), perceived value
(differentiation), or by concentrating on a specific clientele (market segmentation) (Porter,
1980). However, these strategies are a bit too general in this modernised era. Bowman's
Strategy Clock was created in 1996 by Cliff Bowman and David Faulkner as a fresh way of
looking at Porter's strategies. Because it describes the cost and perceived value combinations
employed and emphasises the probability of success for each plan, this corporate strategy
model, which expands Porter's three strategic positions to eight (Bowman & Faulkner, 1996),
is suitable for Beyond Meat’s analysis.

Figure 4- Bowman’s strategy clock for Beyond Meat (Bowman & Faulkner, 1996)

Beyond Meat is positioned between hybrid and differentiation (3'0 clock and 4'0 clock). It
involves reasonably priced products (slightly more expensive than the competition).
However, it also involves some product differentiation in terms of the availability of various
products with perceived health benefits and giving the consumers thought of concern for
environmental causes and guilt-free purchases; for which they are inclined to spend more
than traditional meat (Reinicke, 2019). Another differentiation of Beyond Meat is its R&D
and innovation strength (BeyondMeat, 2021).
The positioning of Beyond Meat in the meat aisle was one factor that most likely contributed
to the brand's increased awareness. According to Seth Goldman, executive chair of Beyond
Meat, being sold alongside animal meat is "absolutely critical" for their business (Wiener-
Bronner, 2019).
Any business that now sells products in the meat aisle or plans to do so is a possible
competitor and collaborator. Companies believe they are well-positioned against their
competitors in the growing plant-based meat market due to technological advantages or
strategic planning. Experience and human capital are also cited as sources of competitive
advantage (Hatch & Dyer, 2004).
On the surface, it appears that the businesses are engaged in a dual conflict since, on the one
hand, they are competing with one another for market entry and, on the other hand, they are
competing with already established meat manufacturers.
Corporate Strategy-
Ansoff asserted in the Corporate Approach that this Strategy served as a "single thread" for
five interrelated debates, including product-market scope, growth vector, competitive
advantage, internally produced synergy, and buy or make decisions (Ansoff, 1965).
Ansoff emphasised the necessity of these decisions supporting one another. Ansoff advised
organisations to determine their Strategy's primary goal using the well-known product-
mission matrix. However, this approach has worked well for identifying growth prospects
(Heracleous, 2003).

Ansoff Matrix-
Ansoff Matrix is a strategic tool used to decide on the strategic direction for the future growth
of a business. As per the matrix, there are four strategies for a business to grow:
 Market development (Existing products in new markets)
 Market penetration (Existing products in existing markets)
 Product development (New products in existing markets)
 Diversification (New products in new markets)
Ansoff Matrix analysis for N26 has been adopted as a nifty tool for understanding and
classifying strategic choices and evaluating risk (Ansoff, 1965).

Market development

In 2021, Beyond Meat experienced significant revenue growth in foreign markets. Total
international net revenues rose 77% yearly, while international retail sales jumped 123%.
Beyond Meat will continue to concentrate its international efforts in 2022 on the crucial
strategic areas of the EU, Canada, and China. Beyond Meat is hopeful about developing this
significant market in 2022 despite more than tripling the size of its business in the EU in
2021 (BeyondMeat, 2022).

Sales of plant-based foods in Europe have increased 49% over the last two years because
Beyond Meat is expanding its retail footprint. Sainsbury's will almost double the amount of
the Beyond Burger® it distributes countrywide in April. This comes after Beyond Sausage®
was introduced in Sainsbury shops in January. Recently, the Beyond Burger and Beyond
Sausage were introduced by Waitrose. Beyond Meat is opening 445 new retail shops across
the UK market thanks to these two retailers (BeyondMeat, 2021).
The company maintains its retail expansion focus in additional nations like France, Spain,
Belgium, Italy, and more at prestigious stores like Casino Group, Carrefour, Esselunga, and
Delhaize. Beyond Meat recently developed the European product innovation Beyond Mince
(BeyondMeat, 2021).

The development of an advanced manufacturing plant in Jiaxing, the company's first end-to-
end manufacturing facility outside of the United States, has helped Beyond Meat scale its
distribution and improve the efficiency of its operations since it entered China in 2020.
Beyond Meat has announced foodservice products with well-known partners, including
Starbucks and KFC China, and the business has released Beyond Burger®, Beyond Beef®,
and Beyond PorkTM in retail and e-commerce, the first innovation developed particularly for
the Chinese market. Beyond Meat will be able to sell localised goods for consumers in Asia
more quickly and effectively because of the new research centre and increased production
capabilities provided by the Jiaxing facility (BeyondMeat, 2021).

Market Penetration

Leading manufacturer of plant-based meats, Beyond Meat offers a variety of ground-breaking

plant-based meats. With this invention, consumers may enjoy the taste, texture, and other
sensory qualities of popular animal-based meat products while reaping our plant-based beef
alternatives' nutritional and environmental advantages

(BeyondMeat, 2021).

According to statistics from Fitch Solutions Macro Research, the meat sector, the largest in
the food industry, generated an estimated $270 billion in retail and foodservice sales in the
United States in 2017 and an estimated $1.4 trillion globally. To take advantage of this
significant market opportunity, Beyond Meat has created three critical plant-based product
platforms that correspond to the most popular meat categories worldwide: poultry, pork, and
beef (BeyondMeat, 2021).

As of December 2021, Beyond Meat's products were offered at roughly 130,000 retail and
food service locations in more than 90 countries worldwide. These locations included
restaurants, foodservice establishments, and schools in addition to traditional grocery stores,
mass merchandisers, club stores, convenience stores, and natural retailers (BeyondMeat,
2021).
From $406.8 million in 2020 to $297.9 million in 2019, net revenues climbed to $464.7
million in 2021, representing a 25% compound annual growth rate over two years as opposed
to a 115% compound growth rate over two years in 2020. As it worked toward its long-term
goal of business growth, making investments in innovation, people, infrastructure, product
scalability, and strategic alliances in the U.S., EU, and China., it suffered net losses of 182.1
million dollar, 52.8 million dollar, and 12.4 million dollar in 2021, 2020, and 2019,
respectively (BeyondMeat, 2022).

Product Development
Beyond Meat is focusing on expanding the distribution, as well as breadth, of its products.
Expanding the availability of the latest chicken product, Beyond Chicken® Tenders, is
fascinating. Winner of the National Restaurant Association's 2021 "FABI Award," this
product garners praise from consumers and the media alike (BeyondMeat, 2021).

In 2022, Beyond Meat expects to launch more new and renovated products. It is off to a
strong start with the recently launched Beyond Meat® Jerky via our joint venture with
PepsiCo. Beyond Meat Jerky is the first shelf-stable product in its line-up and opens
significant additional distribution opportunities nationwide for our brand, including gas
stations and convenience stores. They entered the market and quickly claimed the top
position in plant-based jerky (PepsiCo, 2022).

The success of its products has confirmed the belief that there is significant demand for
additional plant-based meat products. Beyond Meat intend to strengthen its product offerings
by improving the formulations for its existing line of products and by creating new products
that expand the portfolio. Beyond Meat is continually refining our products to improve their
taste, texture, aroma, and appearance (BeyondMeat, 2021).

Its new product launches in 2021 included new versions of the Beyond Burger and Beyond
Beef in U.S. foodservice and retail channels, the launch of Beyond Chicken Tenders in U.S.
foodservice and retail channels, and the tests of Beyond the Original Orange Chicken and
Beyond Pepperoni in the U.S. foodservice channel (BeyondMeat, 2020). New product
launches in international channels in 2021 included Beyond Meatballs in the EU; Beyond
Breakfast Sausage Links and Italian Sausage Crumbles (foodservice) in Canada, the test of
Beyond Meat Nuggets (foodservice) in Canada, and the test of the McPlant burger in the
U.K. and Ireland (foodservice) (BeyondMeat, 2020).
McDonald's and Beyond Meat announced their partnership in November 2020 with plans to
open new McPlant locations in Denmark and Sweden in February 2021. The partnership
between the firm and PepsiCo to create plant-based protein-based snacks and beverages was
announced in February 2021. It began a collaboration with Yum Brand and McDonald's with
the goal of introducing new menu options, such as the McPlant Burger, plant-based protein
toppings for pizza, chicken substitutes, and perhaps taco filling for Yum Brand brands KFC,
Taco Bell, and Pizza Hut (Russ, 2021).

Diversification

With the lease of an R&D centre in Shanghai, China, Beyond Meat significantly advanced its
worldwide expansion strategy. This was the company's first dedicated location outside of the
United States, and the action is a part of a larger strategy for global expansion. The Shanghai
R&D centre of Beyond Meat will act as an innovation hub for its scientists and researchers to
create products catering to clients and consumers in the Asia-Pacific area when it opens in the
first half of 2022. The facility will also have a test kitchen and sensory testing capabilities in
addition to a pilot lab, all of which are anticipated to speed up the development and iteration
of products (BeyondMeat, 2021).

The announcement follows the plant-based food company's selection of Tyson Foods and
Mars veterans for essential leadership positions.

Beyond Meat reported third-quarter net revenue of $106.4 million, up 12.7% from the same
period last year. Sales to overseas customers climbed more than any other business segment,
growing 142.5% over the same period last year due to distribution growth and faster orders
(Johnston, 2021).

Bloomberg Intelligence estimates that the market for plant-based substitutes worldwide might
grow from $29.4 billion in 2020 to $162 billion in the following ten years (Johnston, 2021).

By utilising this new resource, Beyond Meat will be able to better cater to Chinese
consumers' tastes and directly enhance the delectable cuisine of the country, all the while
supporting the global initiative to deliver plant-based meats that are comparable to, healthier
than, and eventually priced at parity with their animal protein counterparts (BeyondMeat,
2021).

In November 2020, Beyond Meat announced its alliance with McDonald's to expand the
McPlant in Denmark and Sweden in February 2021 (BeyondMeat, 2021).
In 2022, the market for plant-based meat is anticipated to be worth USD 7.9 billion. With a
CAGR of 14.7%, it is anticipated to reach USD 15.7 billion by 2027. The market is
expanding because of the rising demand for meat alternatives made from plants. The demand
for plant-based meat products is also being driven by rising consumer knowledge of the
advantages of a vegan diet, which is another crucial aspect. Beyond meat's diversification has
a bright future (Report Linker, 2022).

Analysis of Suitability-
In section one, Beyond Meat's Business & Corporate strategy was described using Bowman's
strategy clock and Ansoff's matrix. The matrix made it clear that R&D and innovation in
product development are crucial. As outlined by Johnson et al. in the textbook Exploring
Strategy, this section will be used to analyse the provided Strategy in terms of its suitability.
We will examine how the techniques match the internal and external environments,
capabilities, and expectations of plant-based meat to determine their suitability. We will use
theoretical concepts (such as core capabilities and environmental forces) and analytical
techniques to emphasise the pertinent environmental elements, capabilities, and stakeholder
expectations (such as PESTEL, Porter, SWOT, and stakeholder mapping).

PESTEL
Political-
Political factors can impact Beyond Meat by making the market environment more or less
friendly for business. The federal and state governments in the United States have started to
exert pressure on meat and food-based conglomerates to curtail the expansion of livestock
farming and increase in production of animal-based meat products due to the environmental
challenges posed by livestock farming and the costs that it has imposed on all facets of
society. Since the animal meat business has been expanding indiscriminately without
considering its effects on the use of land and water resources, global warming, greenhouse
gas emission, and climate change, there has been increased political pressure (Wood, 2019).
A 45% surge since 2018 has resulted in nearly one-third of American families purchasing
plant-based meats (Plant-based Foods Association, 2021). This transparency comes at a
critical juncture as we consider the beneficial role that plant-based meats can play in lowering
greenhouse gas emissions (BeyondMeat, 2021). The stringent laws and taxes on meat
products will shift consumers and create brand awareness resulting in revenue growth.
Open economies' productivity and economic growth are often higher than closed economies
(Gopinath & Parker, 2019). Nevertheless, despite these advantages, some nations employ
policies that slow globalisation. These policies favour geopolitical goals over economic ones.
Brexit, US import tariffs on EU products, and the US-China trade war are recent. In addition
to the pandemic and natural disaster-related supply chain interruptions, there are additional
geopolitical risks (Wolf & Kalish, 2021). Therefore, considering their various taxation
policies and government, Beyond Meats' expansion into China is a significant risk that the
company has taken.

Economic-
In recent years, the vegan industry has proliferated. Meat substitute products have moved
from the margins of the consumer food business, where they were previously considered
more of a fad than a standard dietary option. Analysts predict that within the next ten years,
the percentage of vegan, plant-based meat substitutes in total food sector sales will increase
from 1% to over 10% (Gaan, 2020). This gives businesses in the vegan meat sector the ideal
opportunity to take advantage of economies of scale, enabling them to price their products
more competitively and expand their product options in the future. This growth is also an
opportunity for Beyond Meat in the vegan food industry to expand its markets well beyond
the current scope.
Technology has been the cornerstone of vegan product creation and innovation. Compared to
traditional animal-based meats, we have observed how recent product research initiatives
have significantly reduced production, packaging, and marketing costs for vegan meat
products. We may anticipate a sharp decline in the cost of meat substitute goods, bringing
them on the level with or even less expensive than their conventional meat counterparts, as
more and more funding is earmarked for research and development in this sector. Vegan meat
substitutes utilise less land, water, and greenhouse gas emissions to manufacture and process
one unit than equivalent traditional animal-based meat products because they are made solely
from natural sources. Meat products have the additional drawback of requiring vast amounts
of space and water, both for the animals and for the farms that must be kept in operation to
develop the cattle feed and pastures (Axworthy, 2022). Beyond Meat has already tapped into
chicken, pork, and beef meat commonly consumed worldwide to take advantage of this dip in
the meat market (BeyondMeat, 2021).

Social-
Over the past few decades, industrialised countries like Europe and North America have
witnessed a steady rise in the acceptance of vegan and vegetarian lifestyles, with adoption
rates in these countries remaining high. One of the most important cultural developments of
the 20th century was the rise of veganism, which gave rise to numerous marketing and social
media breakthroughs that have influenced popular culture over the last several decades. With
an increase of more than 60% of people engaged in vegan culture, the past ten years have
seen an intentional move to vegan diets. With changing eating patterns and consumer
preferences, this societal issue has profound cultural, economic, and political ramifications in
addition to numerous environmental ones. This has the potential to create a new market for
the consumption of plant-based products while simultaneously shrinking the market for
conventional animal-based meat products (Miassian, 2022).
The adverts for Beyond Meat all reference this objective. Here is a post from the Facebook
page of Beyond Meat:
 Figure- Beyond Meat Facebook advertisement
The Even-Better Beyond Burger's plant-based diet is not even hinted at in the advertisement.
Instead of focusing on a niche market, advertisements like this aim to convert the masses.
The popularity of plant-based foods increased throughout the year thanks to Beyond Meat's
launch of an advertisement campaign with well-known celebrities, including Shaquille
O'Neal, Kyrie Irving, Snoop Dog, and Chris Paul, who discussed their motivations for eating
more of it (BeyondMeat, 2022).
There is a definite and discernible trend toward vegetarian diets and plant-based alternative
meat products because of the cultural shift in consumer attitude towards animal-based meat
products due to environmental impact. Analysts contend that plant-based meat substitutes
save a considerable amount of the earth's natural resources by reducing the greenhouse gas
emissions they produce and the amount of land and water they consume (Harabbin, 2019).
Beyond Meat’s vision of being the guardian of the environment will create impactful brand
loyalty and change the eating habits of the young generation as they are not taking it as a fad
but a significant, long-lasting trend (Schroeder, 2019).

Technology-
After numerous established and new meat substitute businesses stated their intentions
to increase their research and development expenditures, the cost of R&D for the vegan
meat sector reached record highs. According to reports, American businesses have put
over $9 million into studying and creating vegan products. This comes after sales
increased by almost 12% last year, a sign of rising demand for the company's goods.
This investment in research and development is also considered a way to combat the
escalating competition in plant-based products. Beyond meat’s foundation lies in
innovation.
The global pandemic has become a boon for the vegan plant-based meat sector, which can
now utilise social media and technology to promote its goods across state boundaries. Since
the pandemic's beginning, home delivery and contactless delivery of vegan meat products
have become increasingly popular (Chiorando, 2020). Last year, technology played a role in
sustaining the demand for meat alternatives. The development of new advertising avenues
through social media behemoths like Facebook and Instagram, which aid in popularising the
vegan and vegetarian cultures, has also boosted the sales of meat alternatives. Popular trends
on social media are one of the key factors behind the rising acceptance of alternative meat
products like vegan meats and other plant-based diets (Jones, 2020). Celebrity and influencer
Kim Kardashian joined Beyond Meat as its "chief taste consultant," giving the plant-based
burger manufacturer a potent ally as it looks to improve its performance. This action will
increase social media traffic and keep clients engaged in the brand (Shanker & Sanli, 2022).

Figure- Google search for veganism (Jones, 2020)

Environmental-
Plant-based vegan meats are more environmentally friendly than traditional animal-based
meat sources, thanks to improvements in manufacturing technology and research &
development into substitute plant-based meat products. Because plant-based meat substitutes
replicate the nutritional composition of their animal meat-based counterparts using only
natural ingredients, such as soy and other plant protein sources, they use considerably fewer
natural resources overall. This includes the land needed for livestock feed farming, the land
needed to ranch and raise livestock, as well as the water resources needed for livestock
farming activities (Sentient Media, 2020). Environmental and animal welfare organisations
estimate that today's cattle farming and animal-based meat production activities account for
18% of all global greenhouse gas emissions. Livestock production significantly contributes to
climate change due to its high emission levels (Vergunst & Savulescu, 2017).
Animal welfare has long been alleged to be disregarded in industrial livestock production
operations by several environmental and animal rights organisations. This has partly led to an
increase in the usage of medications to hasten weight gain and treat infections in these
confined spaces (Harari, 2015). The fact that Beyond Meat's mission is aligned with the
environment will strategically give them the upper hand in growing concerns related to the
environment and the ill effects caused by eating habits. This will generate revenue and create
brand loyalty between the customers and the brand.

Legal-
Businesses that create and sell plant-based vegan meat alternatives to traditional meat made
from animal waste recently encountered legal issues related to the classification of their
vegan meat products. The FDA cannot classify vegan meats as alternative meat products
since they are created entirely of plant-based ingredients and do not contain any animal
products, according to the conventional meat industry, a strong lobbying force in the United
States. On the other side, companies that produce vegan meat think that the label "meat
alternatives" is suitable because all vegan meat products mimic their animal meat-based
counterparts' composition and nutritional advantages. This continuous legal dispute will
continue for a very long time and will significantly impact where and how the vegan meat
sector may promote its goods (Terry, 2020).
Products made from plants that resemble meat may soon be banned from South African
stores. Beginning on Monday (August 22), the state's Food Safety Agency (FSA) will
confiscate goods associated with processed meat, including meatballs, sausages, biltong, and
other plant-based goods. The FSA represents the Department of Agriculture, Land Reform,
and Rural Development, and the latter prohibited plant-based brands from using terminology
associated with meat earlier this year (Wilson, 2022).

SWOT Analysis
Strength-
Beyond Meat has effectively replicated traditional meat products' taste, texture, and
nutritional value using intensive R&D without any additives (Heller & Keoleian, 2018). This
is vital for the business since conventional meat eaters are Beyond Meat's most crucial target
market since they are more likely to move from traditional animal-based meat to a plant-
based source.
The capacity to move volumes of their product both to boost margins and efficiency and to be
able to put their product in front of the customers is the key to survival in a fiercely
competitive environment, especially in the vegan meat industry, which is growing at a fast
pace. Beyond Meat has enhanced efficiency and volume with several high-profile
commercials and corporate relationships with some of the biggest names in fast food and
other food-based retail chains (Reinicke, 2019). Beyond the benefit of economies of scale,
such widespread exposure on a national level will also provide the business access to
invaluable sources of customer feedback after they have tried the vegan meat items. This will
assist the business in enhancing its current line of vegan meat products and determining what
fresh flavours and product lines it should pursue.
Weakness-
The lack of flavours and product variety in the beyond meat industry has criticised the
products. Lamb-based meats and vegan meat options made from seafood are entirely
excluded from their current product line (BeyondMeat, 2021), which may severely restrict
their ability to expand their market share. Companies like Beyond Meat risk losing new
clients who may not be able to consume one or more of the existing meat replacement
products due to cultural, societal, or religious reasons when they only offer a small selection
of variants.
The stock of Beyond Meat has plunged by 37%, signalling the end of the company's high
valuations after it missed sales objectives for several consecutive quarters. Since its initial
public offering, Beyond Meat has had great success and long-term high values (Duprey,
2019). However, in recent years, the market for meat substitutes and plant-based meat
products has seen a tremendous increase in competitiveness. Analysts have concluded that
the company's market is about to reset, and the stock price decline is just the beginning.

Opportunities-
According to the most recent projections for 2019, sales of retail plant-based products topped
$5 billion and increased by over 11% over the previous year, which is about five times the
amount of total food sales in the United States. Analysts have also predicted that by 2020,
sales of plant-based Meat will probably reach $1 billion. The market for plant-based retail
items is thought to be dominated by chilled plant-based Meat, which has increased by 63% in
the last year. The market for vegetarian and vegan meat substitutes is predicted to reach $27
billion by 2025 (PBFA, 2020). Beyond Meat, which possesses the technological know-how
and the product innovation culture, has a fantastic potential to stay ahead of the curve and
maximise opportunities in a fast-expanding market.
Millennials have been steadily moving toward a plant-based diet in recent years, which has
helped vegan culture become more widely accepted (Schroeder, 2019). Influencers in the
workplace have led the way in promoting vegan and plant-based diets, including sports,
celebrities, and business giants (Schroeder, 2019). The astonishing surge in the number of
vegans in affluent nations—up to a 600% increase over the past ten years (Miassian, 2022)—
can be ascribed to numerous success stories that have gained widespread attention in both
social media and traditional media. Famously, several athletes have embraced a vegan
lifestyle. They have demonstrated to the public that vegan plant-based diets are equally
nutrient-dense and far more environmentally friendly than traditional animal proteins.

Threat-
In recent decades, much research has been done on how raising cattle affects the
environment. Over 18% of the world's greenhouse gas emissions are attributed to livestock
and food cultivation. According to analysts, the fight against climate change and global
warming will depend on a shift away from animal meat and livestock production. With over
30% of the world's land surface utilised for livestock farming and fodder production, meat
also consumes excessive water and land resources (Wood, 2019). Due to this, there are
significant problems with land scarcity in many places of the world. Additionally, the ethical
side of livestock farming and regulated breeding has gained prominence in recent years.
Numerous environmental and animal rights organisations have contended that industrial
livestock production practices disregard animal welfare for years. This has, in part, resulted in
a rise in the use of medicines to speed up weight gain and manage infection in these cramped
conditions (Harari, 2015). Customers who eat these meat products have had numerous health
issues due to antibiotics.