Thread by @ruchirsharma_1

"The country, which is the world’s largest beef exporter, has seen a dramatic shift toward plant-based diets. The number of vegetarians in Brazil has nearly doubled over a six-year period, ... 30 million people, or 14% of Brazilians, reported being vegetarian or vegan in 2018."

https://twitter.com/aseemrshukla/status/1342815848826875907

"This transformation has turned the nation of 212 million people — globally renowned for all-you-can-eat steakhouses and increasingly under siege for the carbon footprint of its cattle ranches — into a powerhouse for plant-based food innovation."

nytimes.com/2020/12/26/wor…

"Brazilian plant-based food start-ups have seen soaring demand since animal-based protein analogues first became widely available in 2019 in supermarkets and restaurants.

A few years ago, giving up meat was unthinkable for the vast majority of Brazilians."

"Marcos Leta, founder of Fazenda Futuro...the first major Brazilian start-up to sell plant-based products in grocery stores, studied the country’s meat industry supply chain and its export models and believes Brazil has the potential to become a major plant-based food exporter."

“My competition is butchers,” said Mr. Leta, who eats meat these days as part of research and development efforts to bring the taste and texture of his food closer to the original.

“The mission of the company is to, at some point in the future, make meatpacking plants obsolete.”