California-based plant-based protein startup Before the Butcher will debut the B4Burger at the National Restaurant Association Show on May 20. “The B4Burger will shatter your perception of plant-based burgers,” Danny O’Malley, Executive Plant Spinner at Before the Butcher, said. “This product is on another level when it comes to texture, taste, and value. Foodservice operators across the country will now be able to afford the product they really want and need on their menus.” The B4Burger is a plant-based burger made to mimic animal-based ground beef in taste and texture. Before the Butcher aims to sell its quality plant-based products—which will include plant-based beef, chicken, and pork products—for affordable prices to benefit human health, animal welfare, and sustainability. The B4Burger will join the growing plant-based meat sector, which includes food company Don Lee Farms, which sold 1 million units of its new vegan Organic Plant-Based Burger in less than 60 days at Costco.