Ethan Brown

Everything Ethan Brown said on any show that made the record, most notable first. Each card names its show and opens the statement there.

HOW I BUILT THIS Prediction Not checkable as stated

Ethan Brown predicts eating animal meat will become a niche novelty

“There's part of us that's always gonna do this, right? Hunt people who hunt, you know, like, I go back to our farm and stuff, like, it's just part of who we are. But I think in the main, You know, it will be viewed as something that we used to do, and I think …”

Ethan Brown Feb 16, 2017 ▶ 23:10 Live Episode! Beyond Meat: Ethan Brown

HOW I BUILT THIS Assertion Contradicted

Ethan Brown claims livestock causes 51% of global greenhouse gas emissions

“Look at climate change. You know, it's about 51% of greenhouse gas emissions from lifestyle.”

Ethan Brown Feb 16, 2017 ▶ 6:08 Live Episode! Beyond Meat: Ethan Brown

HOW I BUILT THIS Opinion

Ethan Brown calls the traditional requirement of a competitive moat "stupid"

“One of the things that they said was, you know, you have to have a competitive moat around what you're doing. There has to be some barrier to entry for others in order for you to have a successful business. And I thought that was, like, stupid, right?”

Ethan Brown Feb 16, 2017 ▶ 16:09 Live Episode! Beyond Meat: Ethan Brown

HOW I BUILT THIS Insight

Ethan Brown says brands should not tell consumers to stop eating meat

“I don't think it's a good idea to build a brand telling people not to eat what they love. But I think what is a good idea is allowing people to eat more of what they love. And if you love meat, I can give you plant-based meat.”

Ethan Brown Feb 16, 2017 ▶ 18:45 Live Episode! Beyond Meat: Ethan Brown

HOW I BUILT THIS Insight

Ethan Brown: Meat's five core components are not exclusive to animals

“What I was looking for, what I was looking for, what I became convinced of is that you don't need an animal to produce a piece of meat. Like, that was the core belief that I began to have, was that, like, I could see that you could get, the meat is really five…”

Ethan Brown Feb 16, 2017 ▶ 10:17 Live Episode! Beyond Meat: Ethan Brown

HOW I BUILT THIS Opinion

Ethan Brown says Beyond Meat would not exist without Whole Foods

“I could say very truthfully about Whole Foods that I wouldn't be here without them. Like, they helping hand every chance they get.”

Ethan Brown Feb 16, 2017 ▶ 14:45 Live Episode! Beyond Meat: Ethan Brown

HOW I BUILT THIS Disclosure

Ethan Brown reveals Beyond Meat's 2017 moonshot to develop plant-based bacon

“We do have a moonshot in our company that's around bacon, you know, and I think bacon for me is very symbolic too, like, people love bacon, so let's, let's show them that we can produce a piece of bacon, like a real piece of bacon from plants.”

Ethan Brown Feb 16, 2017 ▶ 20:13 Live Episode! Beyond Meat: Ethan Brown

HOW I BUILT THIS Assertion Partly supported

Ethan Brown states 66 billion animals are slaughtered globally each year

“So we slaughter about sixty-six billion animals a year.”

Ethan Brown Feb 16, 2017 ▶ 6:20 Live Episode! Beyond Meat: Ethan Brown

HOW I BUILT THIS Assertion Supported

As of 2017, Beyond Meat was in 11,000 grocery frozen sections

“So our product lines are in 11,000 stores today. Most of those stores carry them in the frozen section.”

Ethan Brown Feb 16, 2017 ▶ 19:44 Live Episode! Beyond Meat: Ethan Brown

HOW I BUILT THIS Disclosure

Ethan Brown initially envisioned building a plant-based McDonald's in his twenties

“In my sort of late twenties, I was thinking about this, and I wanted to create a plant-based McDonald's.”

Ethan Brown Feb 16, 2017 ▶ 6:58 Live Episode! Beyond Meat: Ethan Brown

The other half of the tape: Ethan Brown's own voice is left out of every number here. Other people bring the name up 6 times in 4 episodes across the shows. 1 statement on the record names them. every mention, with the transcript →

Who brings them up most Guy Raz 6

Statements about Ethan Brown, by other people (1)

HOW I BUILT THIS Assertion Supported

Beyond Meat negotiated retail placement in meat cases alongside animal meat

“And unlike other veggie burgers, Ethan has negotiated with supermarkets to display the Beyond Burger In the meat case, right next to the chicken and the steak.”

Guy Raz Feb 16, 2017 ▶ 24:24 Live Episode! Beyond Meat: Ethan Brown

Every mention by year

One line per show, most statements first. The link opens Ethan's full record on that show: the calibration, argument clarity, speaking style and every statement made there.

Show	Role there	Eps	Statements	Record
HOW I BUILT THISLEDGER	Founder & CEO, Beyond Meat	1	10	33% 1/3	full record on How I Built This →