I’m pretty astounded by the speed with which fake meats are taking off but how much is being driven by existing vegetarians and vegans vs new converts inspired by the products to switch?
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It's driven by the buyers at national grocery chains & how good the sales reps are. I know the chef for one of the leading meat alternatives. His stories about meetings with buyers frequently feature the phrase "This is great! I can't tell it's not meat."
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So the producers are getting grocery stores to give it a try, groceries are selling to people who eat meat, but would choose a lower carbon footprint thing, if it were available. It's assumed that vegetarians will just go along for the ride.
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Which they will, after a bit of grandstanding about how the people eating "fake meat" aren't as morally pure as vegetarians who chose not to eat meat when it still required major sacrifice.
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