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Exercise
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Reference no. CCW220305SM2
Authors: Wei Jiang
Published by: Columbia CaseWorks, Columbia Business School
Originally published in: 2021
Version: November 22, 2021
Revision date: 13-Apr-2022

Abstract

Founded in 2009 by CEO Ethan Brown, Beyond Meat has grown to become a nascent leader in plant-based alternatives for the traditional beef, pork and poultry categories, with products sold in national restaurant chains and supermarkets. On May 2, 2019, Beyond Meat completed its initial public offering on the Nasdaq at USD25 per share and traded up to USD46 per share when the market opened. Operationally, Beyond Meat has just reached positive gross profits and is expected to improve profitability in the next few years, though heavy R&D and marketing requirements in the next few years are expected to dampen operating profit margin. While analysts expect Beyond Meat to generate significant top-line growth over the next few years, its longer-term trajectory depends on its ability to categorize itself as a mainstream producer of proteins rather than a niche vegetarian company.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Time period

The events covered by this case took place in 2019.

Featured company

Beyond Meat

About

Abstract

Founded in 2009 by CEO Ethan Brown, Beyond Meat has grown to become a nascent leader in plant-based alternatives for the traditional beef, pork and poultry categories, with products sold in national restaurant chains and supermarkets. On May 2, 2019, Beyond Meat completed its initial public offering on the Nasdaq at USD25 per share and traded up to USD46 per share when the market opened. Operationally, Beyond Meat has just reached positive gross profits and is expected to improve profitability in the next few years, though heavy R&D and marketing requirements in the next few years are expected to dampen operating profit margin. While analysts expect Beyond Meat to generate significant top-line growth over the next few years, its longer-term trajectory depends on its ability to categorize itself as a mainstream producer of proteins rather than a niche vegetarian company.

Teaching and learning

This item is suitable for undergraduate and postgraduate courses.

Settings

Time period

The events covered by this case took place in 2019.

Featured company

Beyond Meat

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