The Spectacular Rise and Fall of Fake Meat in America

For the past 50 years, Americans have basically responded to the case against eating animals by eating more animals. The share of Americans who call themselves vegan or vegetarian hasn’t increased in the past 20 years. But a few years ago, I was certain that we were near peak meat, thanks to the rise of plant-based “meat” products—like Impossible Burgers and Beyond Meat sausages. In 2019and 2020,I looked like a genius, as meat-substitute products surged. But then came the crash. Beyond Meat’s publicly traded stock is down more than 80 percent from its all-time high. Impossible Burger has announced layoffs of more than 20 percent of its staff. So what happened? Today’s guest is Deena Shanker, who wrote a blockbuster story for Bloomberg on this very topic. We talk about the spectacular rise and fall of fake meat—and what it tells us about food, taste, politics, and technology.

Host: Derek Thompson

Guest: Deena Shanker

Producer: Devon Manze

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