ian brown says he's not going to let that happen again. >> i have beef stock and ingredients sufficient enough to go twice beyond what we expect >> reporter: fake meat often has fewer calories than meat and lower sodium but zero cholesterol and lower fat. these products cost 50% more than meat. they need to convince the farmers to cut out the middle man, the cow, which he says is a less efficient producer of plant protein than his company is. >> it's a five-year program to one category or one product to be able to underprice animal protein in a significant way >> reporter: he said it could take up 10% of the global meat counter and be worth $150 million. but the industry has its work cut out for it >> reporter: would you ever have a meat alternative >> no. >> reporter: why not >> the real thing is the real thing. >>> joining us now from san francisco is brian sweeney he is the president of sweet earth natural foods which has a range of meatless products from burritos to pizza and they are going to introduce a plant-based burger in september. brian, great to have you here. welcome. >> th