Memorial Day weekend marks the official kickoff to grilling season. After a year of slaughterhouse closures due to Covid outbreaks and concerns, soaring meat prices, and increased attention to health and sustainability, the makers of plant-based meat alternatives are betting more of their products will be cooking up on grills this year.

“What Covid has done is it has enabled people to briefly give some attention to where their meat comes from,” said Pat Brown, CEO and founder of Impossible Foods, makers of plant-based meat alternatives. He cited inefficient and government-subsidized production, low wages, and crowded processing lines. “It’s a disaster.”

Along with all groceries, sales for both beef and plant-based meat alternatives shot up during the pandemic as consumers under lockdown switched to making most of their meals at home.

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