Beyond Meat®’s Sustainable Protein Journey Unveiled

Beyond Meat, Inc. (NASDAQ: BYND), a leader in plant-based meat, today debuted its new marketing campaign, There’s Goodness Here. The multi-phased campaign starts where Beyond Meat’s products do, at the farm. In an increasingly noisy landscape where it can be hard for consumers to navigate between fact and fiction, the new campaign is focused on demystifying the process behind the creation of the company’s delicious, nutritious and sustainable plant-based meat products. The simple, digestible and compelling content celebrates the goodness present at each step along the way as the company builds its deliciously good plant-based meats that are good for your body, the earth, farmers, and animals.


Heart-healthy Steak from the Heartland

In the first phase of the campaign, consumers visit Munich, North Dakota to meet a 5th generation farmer and father who grows faba beans for Beyond Meat’s plant-based heart-healthy steak, which was recently certified by the American Heart Association for meeting its exacting nutrition requirements. Faba beans, which naturally enrich the soil with nitrogen, can enable healthier fields without the use of harmful and expensive fertilizers. This benefits farmers, consumers and our big beautiful planet. In addition to faba beans, Beyond Meat sources clean, simple, non-GMO plant-based ingredients like peas, rice and wheat. This farmer’s story and others like it underpin the goodness that is the beginning of Beyond Meat’s product journey which uses wholesome plant-based ingredients and a simple and clean process to create nutritious food options that are also environmentally friendly and kind to animals.

“We’re incredibly proud of what goes into our products and how they’re made, and are excited to be launching this new campaign to bring consumers along for that journey so they too can feel good about the protein they’re feeding themselves and their families. When choosing our plant-based meats, consumers are choosing protein that’s been created with intention – the intention to be more nutritious, to be more sustainable and to be more humane than its animal-protein equivalent,” said Akerho “AK” Oghoghomeh, Senior Vice President of Global Marketing, Beyond Meat.

The multi-phase “There’s Goodness Here” campaign launches today with the debut of a video that takes consumers into the fields at one of the Midwestern farms where Beyond Meat’s ingredients are grown, and will continue over the next several months across the brand’s earned, paid and owned channels. From working with farmers who grow non-GMO nitrogen-fixing crops, to producing Beyond Meat’s products within North America, to creating products that have no cholesterol or added antibiotics and hormones while having less saturated fat than their animal counterparts, there is goodness at every stage of the creation of Beyond Meat’s products. Through its newest marketing campaign, Beyond Meat is focused on bringing that story to life in a much bigger way to educate and inspire consumers.

“We know there is a lot of noise surrounding the plant-based meat category, and as a leader in the space, it’s our job to educate consumers on the facts so they can see there’s goodness here that they will be inspired to be a part of,” continued Oghoghomeh.

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Beyond Meat is committed to leading with truth and transparency to help consumers make informed choices about the meat they eat. The goodness in Beyond Meat’s products has been recognized by leading health organizations, including the American Heart Association, who certified Beyond Steak® as a heart-healthy food for meeting the organization’s exacting nutrition criteria including being low in saturated and trans fats, cholesterol and sodium, and having over 10% of the Daily Value of essential nutrients. Further, in a clinical study that was conducted at Stanford University and published in The American Journal of Clinical Nutrition, researchers evaluated the impact of replacing animal-based meat with Beyond Meat’s plant-based meat over an 8-week period on cholesterol levels (including LDL), heart disease risk factors including TMAO levels, and body weight, and found improvement in key health metrics when participants replaced animal-based meat with Beyond Meat’s plant-based meat. Expanding on this body of research, in 2021, Beyond Meat established the Plant-Based Diet Initiative at the Stanford University School of Medicine and last year, entered into a multi-year agreement with the American Cancer Society to advance research on plant-based meat and cancer prevention.

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