joining me now, ethan brown. i got my first taste of a beyond meat burger today. >> how did you like it? emily: i liked it. i actually thought it was really good, and i love meat. i might choose it at a barbecue if it was on offer. >> and you are the consumer we were looking for. emily: what is in it? >> this is made predominantly om pea protein from yellow peas. the key to this is to think about meat not in terms of its in, but in terms of what its composition is. is basically amino acids, lipids, protein and water. we have taken those items from non-animal sources and combined them to provide meet from plant. emily: where does the flavor come from? >> the flavors you find in meat are really the reaction of about 600 different molecules. we have studied them and tried to find similar molecules in the plant kingdom to give a similar aroma and taste. emily: what is your mission? >> i think it is around building a more sustainable piece of haiti. what you think of in terms of efficiency, any operations class worth

here is our interview with ethan brown.et is a vegan start up, aiming to disrupt the global meat industry. peatis is made from protein.- pea the key is to think about meat not in terms of origin. composition is amino acids, lipids, carbohydrates, lipids and water. those items from nonanimal sources and combined them in the assembly to provide meat from plants. emily: where does the flavor come from? >> it is the reaction of 600 different molecules. the same wayose in so they give you the aroma and the flavor. emily: what is your mission? to get people to eat more plants? around building more sustainable meats. class worth its salt will eliminate the bottleneck. we begin consuming meat that has to come from an animal and that to createficient way meats. meat from plants. by doing so, you can provide something healthy and sustainable. is the product what it is, is it something you are going to constantly be tweaking or changing? >> we have a relentless focus on the burger we are seeking to replicate. every year, we make it be