The Norman Transcript

Nation/World

December 9, 2013

Food-tech startups aim to replace eggs

(Continued)

SAN FRANCISCO —

Beyond Meat, located in Southern California, sells “chicken-free strips,” which have the taste and stringy texture of poultry but are made from plant protein. It is sold at Whole Foods and natural food stores. It’s also working on a product that mimics beef.

Inside its test kitchen in El Segundo, Caitlin Grady, the company’s culinary ambassador, stir-fried the strips with broccoli, onion, peppers and sesame oil. “I cooked it just like a regular stir-fry, but I don’t have to worry about the meat being raw,” Grady said.

The company is also funded by Obvious Corp., a startup incubator founded by Twitter’s founders, and Kleiner Perkins Caulfield & Byers, one of Silicon Valley’s premier venture capital firms.

“It can fit in a vegan’s diet. It can fit in a carnivore’s diet,” said Beyond Meat CEO Ethan Brown. “We’re trying to appeal to the full range of consumers that are making some shift toward healthier protein.”

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