植物肉企業(yè)CEO：為了應(yīng)對(duì)氣候變化投身商業(yè)
MCKENNA MOORE
2020-11-29
Beyond Meat公司CEO伊森?布朗在上大學(xué)時(shí)并不清楚自己的人生目標(biāo)是什么。但在與父親交流之后,，他發(fā)現(xiàn)全球面臨的最大問題是氣候變化,，如果環(huán)境不穩(wěn)定，音樂家或醫(yī)生所做的貢獻(xiàn)都會(huì)被削弱,。
雖然他明確了他要解決的問題,，但卻苦于找不到最好的解決方法。他最初在全國州長協(xié)會(huì)促進(jìn)最佳實(shí)踐中心（National Governors Association Center for Best Practices）工作,，后又到一家氫燃料電池公司巴拉德動(dòng)力系統(tǒng)有限公司（Ballard Power Systems）工作,。
布朗在最新一期《下一代領(lǐng)導(dǎo)力》（Leadership Next）節(jié)目中說：“在此期間，我了解了如何應(yīng)對(duì)全球問題,，以及如果你要用技術(shù)解決這些問題,，你需要哪些基礎(chǔ)設(shè)施?！?/p>
他最終發(fā)現(xiàn)政府和非營利部門的改革步伐太慢了,。與此同時(shí)，多年來,，他了解到牲畜及其在氣候變化,、自然資源利用和保護(hù)方面的作用，以及動(dòng)物蛋白在對(duì)抗各種人類疾?。òㄐ呐K病,、癌癥和糖尿?。┲械淖饔谩Ｒ虼?，他決定成立一家專門生產(chǎn)植物肉的私營企業(yè),。
他解釋稱，他們的宗旨是生產(chǎn)出的產(chǎn)品不僅與動(dòng)物蛋白毫無差別,，而且比傳統(tǒng)肉類對(duì)人們更有益,，而且更便宜。但是,，生產(chǎn)這種產(chǎn)品并不難,，難的是如何讓人們接受它。
“我們確實(shí)面臨艱巨的任務(wù),，”他在說道,。“我很早就明白一點(diǎn),，恐嚇或說教不能解決問題,。因?yàn)槿藗儾幌肼牎,！?/p>
現(xiàn)在,，為了說服人們?cè)谫徫锴鍐魏屯赓u訂單中加入Beyond Meat的產(chǎn)品，該公司聘請(qǐng)迪安德爾?喬丹和克里斯?保羅等一些運(yùn)動(dòng)員進(jìn)行宣傳,，而不是聘請(qǐng)營養(yǎng)師或科學(xué)家來說服消費(fèi)者,。公司推出的宣傳口號(hào)是“食你所愛”（“Eat what you love”）。宣傳已見成效,。盡管多個(gè)食品行業(yè)領(lǐng)域因新冠疫情遭受重創(chuàng),，但該公司的股票卻仍在上漲。（財(cái)富中文網(wǎng)）
譯者：郝秀
審校：汪皓
Beyond Meat公司CEO伊森?布朗在上大學(xué)時(shí)并不清楚自己的人生目標(biāo)是什么,。但在與父親交流之后,，他發(fā)現(xiàn)全球面臨的最大問題是氣候變化，如果環(huán)境不穩(wěn)定,，音樂家或醫(yī)生所做的貢獻(xiàn)都會(huì)被削弱,。
雖然他明確了他要解決的問題，但卻苦于找不到最好的解決方法,。他最初在全國州長協(xié)會(huì)促進(jìn)最佳實(shí)踐中心（National Governors Association Center for Best Practices）工作，后又到一家氫燃料電池公司巴拉德動(dòng)力系統(tǒng)有限公司（Ballard Power Systems）工作,。
布朗在最新一期《下一代領(lǐng)導(dǎo)力》（Leadership Next）節(jié)目中說：“在此期間,，我了解了如何應(yīng)對(duì)全球問題，以及如果你要用技術(shù)解決這些問題,，你需要哪些基礎(chǔ)設(shè)施,?！?/p>
他最終發(fā)現(xiàn)政府和非營利部門的改革步伐太慢了。與此同時(shí),，多年來,，他了解到牲畜及其在氣候變化、自然資源利用和保護(hù)方面的作用,，以及動(dòng)物蛋白在對(duì)抗各種人類疾?。òㄐ呐K病、癌癥和糖尿?。┲械淖饔?。因此，他決定成立一家專門生產(chǎn)植物肉的私營企業(yè),。
他解釋稱,，他們的宗旨是生產(chǎn)出的產(chǎn)品不僅與動(dòng)物蛋白毫無差別，而且比傳統(tǒng)肉類對(duì)人們更有益,，而且更便宜,。但是，生產(chǎn)這種產(chǎn)品并不難,，難的是如何讓人們接受它,。
“我們確實(shí)面臨艱巨的任務(wù)，”他在說道,?！拔液茉缇兔靼滓稽c(diǎn)，恐嚇或說教不能解決問題,。因?yàn)槿藗儾幌肼?。?/p>
現(xiàn)在,，為了說服人們?cè)谫徫锴鍐魏屯赓u訂單中加入Beyond Meat的產(chǎn)品,，該公司聘請(qǐng)迪安德爾?喬丹和克里斯?保羅等一些運(yùn)動(dòng)員進(jìn)行宣傳，而不是聘請(qǐng)營養(yǎng)師或科學(xué)家來說服消費(fèi)者,。公司推出的宣傳口號(hào)是“食你所愛”（“Eat what you love”）,。宣傳已見成效。盡管多個(gè)食品行業(yè)領(lǐng)域因新冠疫情遭受重創(chuàng),，但該公司的股票卻仍在上漲,。（財(cái)富中文網(wǎng)）
譯者：郝秀
審校：汪皓
Beyond Meat CEO Ethan Brown wasn’t sure what he wanted to do with his life when he was in college. But after a conversation with his dad, he realized that the biggest problem facing the world was climate change, and that the contributions made by a musician or doctor in an environmentally unstable world would be weakened.
Once he determined the problem he wanted to solve, he wasn’t quite sure of the best way to address it. He started his career at the National Governors Association Center for Best Practices, then worked at Ballard Power Systems, a hydrogen fuel-cell company.
“I learned in that process about how to attack a global problem, and the type of infrastructure you need if you’re going to use technology to solve problems,” Brown says on the latest episode of Leadership Next.
He ultimately found the pace of change in both government and the nonprofit sector to be too slow. Meanwhile, over the years, he had learned about livestock and the role it plays in climate change, natural resource use, and conservation, as well as the role that animal protein has in widespread human medical issues including heart disease, cancer, and diabetes. So he chose to focus on creating plant-based meats in the private sector.
The goal, he explains, is to make a product that not only is indistinguishable from animal protein, but also is better for you and cheaper than traditional meat. But creating the product has been less of a challenge than getting people to build it into their diets.
“We do have our work cut out for us,” he says around the nine-minute mark of the episode. “The thing that I got clear on very early on was, you’re not going to browbeat or moralize your way to this issue. People don’t want to hear it.”
Right now, to convince people to add Beyond products to their grocery lists and takeout orders, the company is focusing on marketing using athletes such as DeAndre Jordan and Chris Paul. It's also pushing the trademarked “Eat what you love” slogan, rather than using dietitians or scientists to persuade consumers. And it’s working. The company’s stock is up despite the coronavirus pandemic battering many parts of the food industry.
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