 Look at a May 40 here at the entrance to the Sydney Harbour This is Watson's Bay I'm looking out towards Manly Just dancing here with the waves and There's nothing like the Fair Dinkum, right? Fair Dinkum means a genuine article. So I think that Dinkum might be a Chinese word But Australians and New Zealanders have like 30 different terms for fair These are societies all based around fairness. God, I love it here And we got two more days left in Sydney Right on the edge of the world. I feel like I'm living a carpenter's song Probably illegal to be here So you know what's not fair Dinkum? It's fake me. So I grew up a 7th-day Adventist and vegetarianism is part of the religion so two-thirds of Vegetarians two-thirds of Adventists are vegetarian and To help many people with the transition the Adventist Sanitarium health food company Started by one of the Kellogg brothers. All right, manufactures all these fake meats, and I've never liked the fake meats because I Never developed a taste for real meat so that whoa Whoa, whoa So then why would I like fake meat if I'd never developed a taste for real meat? so I do to my Lifelong vegetarian habit, right? I never seriously contemplated never experimented with eating meat Which is absolutely crazy because obviously we evolved to eat meat. It's like we did not evolve to be gullible We evolved to eat meat Look at our teeth Look at our digestion. It's very well suited for eating meat, but I Kept up many of the habits that I was raised with Including the vegetarian one and it does not serve me. It's absolutely crippled my health Like many people raised on a vegetarian diet have all sorts of health problems I'd have lower IQs Fatigued Right. So yeah, I have no doubt that being vegan or vegetarian helped some people but it's also devastating for other people and It does not help your social life, right? It's a it's a pain for people to have to you know, entertain vegetarians Right. So if you raise your kid vegetarian, you're limiting their social life. A good article here From Bloomberg Business Week fake meat was supposed to save the world But it turned out to be just another food fan Changers, etc. He told Bloomberg television in 2019 You can affect even individual day performance from student athlete for example through the consumption of our products over animal protein He said beyonds own athlete ambassadors including NBA stars Kyrie Irving and Chris Paul also investors in the startup We're adopting our products in their training regimes and they're seeing great results great results The beyond burger originally was sold in supermarkets while impossible went with celebrity chefs such as David Girls Junior Duncan and White Castle. We're all selling some beyond or impossible product so remember this was it's gonna be the revolution that like changed the world and Didn't exactly end up this way so sales of fake meats of kind of Pete People want the real thing Ever feel like the next hot thing and Turns out that You're just another fad. So in 1999 like Rolling Stone I did something like you know the hot The hot 30 or the hot 40 and I was on it Tyson had shown an interest in buying beyond according to former Beyond board member Greg Bowling When that didn't pan out the meat company announced plans for its own plant-based billion dollar brand Tyson declined to comment Nestle introduced an awesome burger and Conagra Brands CEO said it would create the next generation of beefless burger At first fake burgers and sausages seemed like a potential solution to Americans obsession with red and processed meats Which have been linked to cancer and other chronic diseases But over the years skepticism about their healthfulness grew within months of beyonds IPO One-time fan and Whole Foods Maven Mark Bitman criticized the fake meat products for their hyper processing Chipotle's CEO said they didn't fit with the fast casual chains food with integrity mantra Even John Maggie co-founder of Whole Foods market the grocer that had been instrumental in introducing the category went on the record calling plant-based meat super highly processed foods The Center for Consumer Freedom a front group that represents tobacco alcohol and meat companies Ran a Super Bowl ad in February 2020 attacking fake meats ingredients with a mock spelling The repeated long-held health advice if you can't spell it or pronounce it maybe you shouldn't be eating it Still that criticism haven't yet made its way to people such as Michelle Darby A mother stuck at home with four kids in Marlton, New Jersey during the early days of the pandemic She found the game changers on Netflix. It gave a very compelling argument. She says and I'm on the borderline of high cholesterol So it was Nathan coftness Oxford PhD now. I believe a professor at Cambridge Who wrote a paper doing a meta analysis of various papers In regard to the deleterious effects of vegetarianism Others in lockdown started buying faux meats The real thing was scarce and people had extra cash to try out this fuzzy new product Americans bought 5.3 million units of fresh meat alternatives in the eight weeks and at April 25th 2020 Three times the amount from a year earlier according to Nielsen Suddenly beyonds prediction in one of its investor pitch decks that fake meat was on track to become the new fake milk Was looking increasingly plausible Just as the old milk companies complained to be 13 percent the size of the 16.1 billion dollar dairy milk category With new products such as oatmeal All meat would similarly undercut the even bigger 270 billion dollar us meat industry That's the floor Ethan said at a 2019 Barclays conference I love being this close to the ocean. It's just energizing all right, I've Been walking about 10 miles a day the last few days and pretty tired And I need the energetic charge that comes from being right next to the ocean That fake meat not so energizing But my beef organ capsules, right that's pretty energizing As Darby stocked up She noticed that she and her family were gobbling up the chickenless nuggets at a much faster pace And that the imitation hot dogs left her feeling comfortable At a checkup with her doctor. She mentioned the diet changes they've made The fake chicken nuggets the impossible sausage sandwich at starbucks And their disappointment with the lack of results The doctor had a simple explanation You are eating processed foods Darby went home and looked at the packaging taking particular notice of the salt content It should have been obvious to me the whole time she says She stopped buying plant-based meats except for an occasional purchase of impossible ground beef Meanwhile, she's doing what a lot of consumers are going back to meat If they or family want hamburgers will occasionally buy ground meat or will make ground chicken Yep, the fat dinkum stuff is usually better for you