In Seth Goldman’s vision of the supermarket meat case of the future, he doesn’t see a meat case at all. He sees a protein case. And only some of the proteins in it will come from animals. “I want to see chicken protein, plant protein, beef protein,” he says. “Just like what has happened in the dairy case.” Goldman, who founded Honest Tea, last year became executive chairman of the board of Beyond Meat, the California company whose high-tech approach to plant-based meat substitutes has attracted such investors as Biz Stone and Bill Gates.
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