Beyond Meat Company.
Beyond Meat was established in 2009 by Ethan Brown in Los Angeles. Its processes plant-based substitutes for beef, pork and chicken products. Its main plant substitute is protein peas, and the company processes products that include burgers, crumbles, chicken, sausages, jerky and meatballs (Beyond Meat, 2022).
How closely does the company follow the trajectory of translation described in the Wright & Nyberg paper? Give examples of framing, localizing and normalizing, noting any differences you observe compared to the findings of Wright & Nyberg. Conclude with an analysis
Framing Climate Change as a Business Concern
Wright and Nyberg’s (2017) paper highlights framing as the first stage where top organizational management acts as interpreters who define climate change as a vital discussion in organizations compatible with individual and corporate interests. Beyond Meat was established to reduce climate change from the start. Ethan Brown, beyond meat CEO, realized that climate change is a significant issue and decided to establish an eco-friendly business that would replace meat products with plant-based ones in the private sector. In an episode of salesforce, Brown suggested that in addressing a global problem, the type of technology and available infrastructure are vital issues (How Beyond Meat Founder and CEO Ethan Brown is Making Sustainability Delicious | Ep. 22). His main objective was to make non-meat products cheaper than traditional Meat. The company management aims to push the narrative of eating what you love to people through marketing strategies such as the use of sports companies, e.g., Chris Paul. It is because moralizing ways for people to accept plant-based products through scientists may be ineffective for the company. In this stage, the organization’s top management develops opinions common in green business literature. For example, brown argued that plant-based products will serve the same purpose as meat products and still be environmentally friendly. Corporate leaders have a social responsibility to address climate issues and environmental issues(McKenna, 2020).
Localizing
In this stage, managers respond to criticism by restating climate change interpretations and making framing relevant. They highlight practices that form a compromise between environmental discourse and the competitive markets. In localizing, managers’ main aim is to align the initial framing of climate change with specific corporate practices. Critics have emerged in Beyond Meat that the company lacks honesty on the number of emissions (Creswell, 2021).
In the wake of establishing the plant-based company in 2009, the company has received criticism where scientists stated that the company markets fake meat substitutes using the climate ideology. Environmental researchers have drawn scepticism Beyond Meat, saying that manufacturing processed plant-based products emits more carbon than original unprocessed plant diets. Marco Springmann, a senior environmental researcher at the Oxford University, termed the statement by Beyond meat that implied that the company’s means of production is the best climate-friendly in the non-meat industry as false promises (Newburger, & Lucas, 2019).
Beyond Meat also received criticism from other top food companies in the US. The CEOs of both whole foods and Chipotle criticized their products, saying they are too highly processed. Food writer Mark Bittman called out the high-technology vegan Meat for hyper-processing. In addition, many articles have questioned the health impacts of plant-based processed products (Piper, 2019).
In the localizing stage, there are three concepts: incorporation, commensuration and proselytization. They make climate change issues tangible for operational managers in daily business activities.
Incorporation. As a stage in localization, incorporation links climate changes corporate acknowledgement to tangible practices. One, through assisting customers in handling pressing environmental issues. Beyond Meat uses a strategy of defining the bests protein sources to consumers to ensure they understand the need to have the company in place and why they should continue purchasing the products. Two, Beyond Meat, incorporates eco-friendly practices by reducing greenhouse emissions. Although critics have questioned the emissions of processed products in the company, it’s undoubtedly clear that beef, chicken and beef consumption is likely to release more emissions compared to processed plant-based products. Another aspect in incorporating is matters of innovation, research and development. Beyond Meat is at a technological pace in the industry to continue processing substitutes of meat products that taste like Meat.
Commensuration. Wright and Nyberg’s paper focus on assessing practices to become meaningful in corporate measures. In Beyond Meat, commensuration forms increased employee satisfaction, high-profit margins and reduced energy consumption (Beyond Meat, 2020).Proselytization. This process involved communication incorporation to different stakeholders. The proselytization method involved communicating with external stakeholders, e.g., customers. Beyond Meat uses this strategy to attract more customers. They target not only vegans but also meat lovers.
Normalizing Corporate Practices
Normalizing arose from the broken compromise between environmental discourse and markets. Hence, corporate executives wanted to rearrange climate actions for shareholder maximization. Theses stage, according to Wright and Nyberg’s PARER, has two principles: Beyond meat company purification and dilution.
Purification reemphasizes local dominance discourse and the application in Beyond Meat climate change action; it takes the company back to its basic approaches and why it started climate advocacy. Dilution, however, broadens the focus to make room for more climate concerns. Dilution widens the efforts of Beyond meat company beyond just climate change actions and the need to engage in profitable activities.
Normalizing assists top management in responding to market criticism and evaluations that climate change is getting a distraction from its core objective of maximizing shareholder value. Normalizing has also exposed organizations combating climate change to media and Ngo’s criticisms.
How well the company is prepared for future risks and opportunities posed by climate change
Regulation of greenhouse emissions. Producing a beef burger releases more GHGs gas than processing a plant-based burger. Rearing beef cattle to obtain beef for burgers poses the risk of methane production through cattle wastes. Planting peas to get protein pea for burgers does not release GHGs instead, it consumes carbon air. Thus, to prepare for future risks of climate change, the company uses plants to substitute beef, pork and chicken from their products.
Reducing wastes. The company is replacing plastic packaging with compostable trays. It will reduce waste as there is a decrease in non-biodegradable plastics. Plastics are dangerous as they pollute waterways. These fumes are air pollutants and when destroy the aestheticist in the environment.
Reducing water consumption. Reduced water usage in the company’s facilities protects the company from future risks of climate change. Using water sustainably is so vital for the company. The world will experience a reduction in water levels in the coming years due to increased deforestation. Thus, the company can construct water storage systems like dams and boreholes rather than wasting water. Storage systems ensure enough water is stored to address water shortages in the future.
Using renewable energy. The company has installed solar tubes and panels in the Manhattan Beach Project Innovation Center, thus reducing electricity dependencies. Renewable energy is vital as it is sustainable and naturally availed. This company will address future renewable energy issues (A Burger With Benefits: Beyond Meat, 2018).
Is your selected business well suited to dealing with issues that play out over the medium to long term? Beyond Meat Company is well suited to deal with problems that may occur over time. The company has acquired a sustainable competitive advantage in the market. Beyond Meat is ranked as the best company that sells meat substitutes. The company has increased its stock price over time, although the rates were affected by the Covid 19 pandemic (BYND, 2022). The company has gained the market’s confidence in its products.
The company has acquired a sustainable competitive advantage in the market through the following methods. One, through creating a good brand image. Beyond Meat has a reputation for climate change and environmental conservation. It gives it more preference to the public, especially the millennial generation, concerned with the future of the climate situation in the world.
The company retains its customer’s confidence. With continuous improvements to its product, the company can sustain its consumers. Customer satisfaction is a key business strategy, and Beyond Meat ensures consumers are ever happy. Employees also relate well with customers in the company.
Networking. The company has merged with other established corporations like whole foods to obtain a large market base. Through these mergers, the company products reach a larger population. Since their products are of high quality, they quickly get acceptable in the market.
Technology. The pace of technology and innovation in the organization is high. Product innovation is significant in a company. The company’s ability to develop plant products that taste like Meat is very innovative, and more innovations are required to sustain these tastes while making them better. The company can endure medium to long-term challenges if they continue using high technological advancements.
Good marketing strategies. The company markets its products not only to vegans but also to meat lovers. It gives it a more extensive customer base in the market. A well-established customer population will ensure the company can remain relevant in the market. Thus, it can endure challenges that will occur over time. The company aims to sell products to the customers to eliminate the middleman directly.
Providing a friendly working environment. The company comprises accountable employees who are highly responsible, and they are free to offer their suggestions. The employees clearly understand the company’s objectives and prioritize innovations. Employees are productive when they are happy at work, which becomes an advantage to the company. Employee satisfaction lowers employee turnover giving the company a low risk of failing due to losing valuable employees.
1. How well is your selected business managing the conflict between adapting to climate change and continuing to focus on economic growth?
Competitive advantage. The company has established standards that competitors may not attain in the market. Using non-proteins to substitute protein products is a big win for the company. Its raw materials are plant products which are free from genetic modification. Using plant products instead of animal products is cheap. Thus, the company invests less input capital but collects more output profits.
Large market base. The company has a large market following, including meat lovers and vegetarians. Since their products taste like real meat, they can be consumed by everyone in society regardless of their preferences. Customers have associated the company with clean energy and sustainability; thus, they make most of their purchases for meat substitutes for fast-food products.
1. Should governments play a more significant role in planning for and mitigating climate change, and if so, how?
The government’s role in climate change is vital. The government has the infrastructure and financial capabilities to combat climate change. It should therefore formulate actions to achieve efficient outcomes in dealing with climate change.
The government should protect vital natural resources. The government is in charge of securing ecosystems such as forests. However, deforestation and poaching in forests are still paramount. The government should exercise more effort to protect rivers, oceans, mangroves, forests, and wetlands.
Supporting crop agriculture. To attain climate change mitigation, the government should support agricultural crop production. Support should mainly be on the small agricultural producers. Crop agriculture is vital in the fight against climate change. Crops act as fertility restorations in soils, windbreakers, and erosion breakers. There is a need for the government to support crop agriculture because adjacent livestock agriculture is a leading cause of GHGs. Livestock keeping is the direct result of methane gas production.
Promoting renewable energy use. Energy production accounts for approximately 35% of all global emissions. Generating renewable energy is very expensive initially; thus, the government can intervene and help the companies in the harnessing stages. Government assistance will ensure that many businesses embrace renewable energy (Cimato & Mullan, 2010).
References
Beyond Meat: Analysis of a Successful Marketing Strategy. (n.d.). Quinoa Marketing. https://quinoamarketing.com/category/vegan-news/beyond-meat-analysis-of-a-successful-marketing-strategyethical
Beyond Meat. (n.d.). Infinite Foods | Plant-Based Foods. Retrieved June 27, 2022, from https://www.infinitefoods.com/our-brands/beyond-meat/
A Burger With Benefits: Beyond Meat Releases Impact Report Quantifying the Environmental Benefits of The Beyond Burger. (2018, September 26). Bloomberg.com. https://www.bloomberg.com/press-releases/2018-09-26/a-burger-with-benefits-beyond-meat-releases-impact-report-quantifying-the-environmental-benefits-of-the-beyond-burger
(BYND) Historical Prices | Seeking Alpha. (n.d.). Seekingalpha.com. Retrieved June 27, 2022, from https://seekingalpha.com/symbol/BYND/historical-price-quotes
Cimato, F., & Mullan, M. (2010). Adapting to climate change: analyzing the role of government. Defra Evidence and Analysis Series, Paper, 1.
Creswell, J. (2021, October 15). Plant-Based Food Companies Face Critics: Environmental Advocates. The New York Times. https://www.nytimes..html
How Beyond Meat Founder and CEO Ethan Brown is Making Sustainability Delicious | Ep. 22. (n.d.). Www.youtube.com. https://www.youtube.com/watch?v=U_aIhnoQGqM
(McKenna Moore. (2020). Beyond Meat’s CEO chose to fight climate change by going into business. In Fortune. https://fortune.next/
Newburger, E., & Lucas, A. (2019, September 2). Beyond Meat uses climate change to market fake meat substitutes. Scientists are cautious. CNBC; CNBC. https://www.cnbc..html
Piper, K. (2019, October 7). The backlash against Impossible and Beyond Meat burgers is going mainstream. Vox; Vox. https://www.vox.
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