Beyond Meat, but not beyond masculinity

[M]eat-eating has long been associated with masculinity. And so the Los Angeles-based company, in its mission to make meatless choices mainstream, has leaned into the manliness of a hearty, red-liquid-dripping burger (even if that liquid isn’t blood). Its marketing strategies avoid potentially off-putting words like “vegan” or “veggie burger“….

If Beyond Meat and Impossible Foods succeed in instilling this new idea of meat, the cultural link between meat and masculinity may well remain intact. “We can’t just eat our way out of toxic masculinity,” says Max Elder, the research director at the Institute for the Future, a nonprofit research center in Silicon Valley.

“Are these plant-based meat alternatives sufficiently different that they will challenge existing ideologies?” he asks. “I’m sort of skeptical that we can both preserve everything that these companies want from meat, and get rid of everything these companies don’t want from meat at the same time.” 

— Sarah Todd, writing for Quartz


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