In a new interview with Co.Exist, Twitter mogul Biz Stone expounds the reasons why the Obvious Corporation—his incubator venture—is backing the new faux-meat startup Beyond Meat, which began to unveil its products at select Whole Foods stores this week. Beyond Meat aims to expand the consumer base for faux meat from vegetarians and vegans to a more all-encompassing audience by claiming to offer sleeker marketing and a more authentic flavor and texture than its counterparts. Stone, who has been vegan for more than a decade, argues that Beyond Meat approaches the meat-substitute industry “not as a novelty kind of thing or hippy dippy … [but] coming at it from this big science, super practical, scalable angle.”
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