315-year-old Ivy League institution Yale partnered with plant-based company Beyond Meat to become the first university to offer the company’s Beyond Burger on campus. The all-vegan burger will be served on a locally crafted bun with lettuce, tomato, and a “secret” sauce at all 13 dining halls on campus. “It’s energizing to be among a generation so accustomed to questioning fixed assumptions, including, in our case, that meat must come from animals,” Beyond Meat CEO Ethan Brown said. “It’s particularly fun to do the launch in New Haven, the home of the self-proclaimed first restaurant in America to serve the original hamburger.” Yale Hospitality’s senior director Adam Millman said the addition of the plant-based burger is in tune with student demands. “With eating trends taking a turn toward plant-based alternatives, we found it prudent to meet our students’ desires with the addition of the Beyond Burger to our on-campus menus,” Millman said. “Providing this option reflects an understanding of the up-and-coming generation’s evolving dietary preferences in which animal-based protein, while important, plays a less prominent role.” The Beyond Burger is expanding rapidly across various sectors of the food industry including vegan chain Veggie Grill, the meat section at Whole Foods Markets nationwide, and most recently, Hong Kong’s vegan retail chain Green Common.
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