California food company Don Lee Farms debuted its Organic Plant-Based Raw Burgers last week at Costco. The non-GMO burger patty is made from a blend of beans, seeds, and beet juice. Don Lee Farms enters a space currently dominated by two innovative “bleeding” patties, the Impossible Burger and the Beyond Burger—both of which have found widespread success in retail and restaurant outlets. “Our customers are looking for an alternative to a raw beef burger, and we responded with a healthier approach—making a burger with organic plants,” Don Lee Farms president Donald Goodman said. “We challenge everyone to look at the ingredients found in other plant-based raw burgers currently being sold … you would be surprised.” Launched in 1982, the company creates vegetarian and vegan food products—sold under a private label or branded—for retailers such as Costco, Walmart, Whole Foods Market, and Smart & Final—all of which will carry the burger in coming months.