. >> ethan brown is the c.e.o.beyond malt. >> we looked at the technology of enjoying meat made from plant matter. we taking and creating a fibre structure reminiscent of meat. >> reporter: what makes your product unique? >> it's the beauty of the fibre structure distinguished from meat. we are 70 to 80% there. we will not stop until you look at chicken breast and our product and you say "i can't tell the dips" >>> for decades tofu and mock meat products targeted consumers. cravings. >> one of the challenges that alternative meat companies need to address is how to deliver the protein, and trying to meet some of the cultural values and traditions connected to it. >> we are at a beyond meat-tasting kitchen. here is where we do development, recipe development. now we are going to make fa heatas. here we go. >> that's good. >> before i became involved as the entrepreneur, professors were working on this. two truly brilliant guys doing trial and error with the assembly of proteins through heating, cooling and pressure.

. >> ethan brown is the c.e.o.nd malt. >> we looked at the technology of enjoying meat made from plant matter. we taking and creating a fibre structure reminiscent of meat. >> reporter: what makes your product unique? >> it's the beauty of the fibre structure distinguished from meat. we are 70 to 80% there. we will not stop until you look at chicken breast and our product and you say "i can't tell the dips" >>> for decades tofu and mock meat products targeted consumers. cravings. >> one of the challenges that alternative meat companies need to address is how to deliver the protein, and trying to meet some of the cultural values and traditions connected to it. >> we are at a beyond meat-tasting kitchen. here is where we do development, recipe development. now we are going to make fa heatas. here we go. >> that's good. >> before i became involved as the entrepreneur, professors were working on this. two truly brilliant guys doing trial and error with the assembly of proteins through heating, cooling and pressure. 10