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In 2019, food technology company Beyond Meat, the makers of the plant based Beyond Burger, went public on the New York Stock Exchange (NYSE). The Los Angeles-based company was one of the earliest ventures to launch in the recent wave of alternative protein (AP) companies along with Eat Just and Impossible Foods in the US, as well as similarly high-profile ventures in Europe and Asia (Stephens et al., 2019). Beyond Meat is the first ever plant-based food company to list on the NYSE. The company’s shares nearly tripled in value by the end of their first day of trading and at the time of writing the company is valued at over $1 billion (Murphy, 2019). Impossible Foods has had a similarly headline-grabbing time in recent years. Its pea-based products and proprietary ingredients that cause their burgers to bleed like conventional meat have led technology and market analysts to herald the company as …