Most consumers are appreciative of this kind of transparency and, as a result, are more open. Trust is essential to brand building.

At the end of the day, for those consumers who want a steak or cheese pizza, we probably can’t meet that exact need. However, we all should want alternative proteins to succeed because we need new solutions that will help us feed ourselves and future generations more sustainably in the face of climate change and our growing population. Hopefully, we can all be on the same side of that issue. But we need better marketing to help drive that change.