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Biting into a burger just isn’t as enjoyable when images of cramped feeding lots and slaughterhouses come to mind. But Beyond Meat, an L.A.-based company, wants to eliminate cows from your burger altogether — and we’re not talking about veggie burgers.

A new video starring the awkwardly hilarious James Hamblin, senior editor at the Atlantic, explores efforts to diversify our sources of protein to feed a growing world. It showcases Beyond Meat’s vegan products. 

Ethan Brown, Beyond Meat’s CEO, tells Hamblin how the “meat” is made: “We’re taking protein directly from a pea, and we’re using heating, cooling, and pressure to align it in the form of meat.” The company has big-shot backers, like Biz Stone, co-founder of Twitter, and Bill Gates.

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“By 2050, we’re going to need to produce twice as much protein as we produce now,” Hamblin says in the video. “How are we going to do it?” If Beyond Meat is successful, pea protein might be the answer.

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