Chuck Muth, Chief Revenue Growth Officer at Beyond Meat, served as the fourth virtual MBA Executive Speaker Series speaker. Throughout high school and college Muth worked for a supermarket chain where he thought he would become a department manager and remain for the rest of his career. However, Muth now recognizes that the aspirations his 20-year-old self-had would be changed by the phrase “anything is possible.”
A dedicated alumnus and advisory board member of the Feliciano School of Business , Muth is known for his leadership and growing organizations that support rapid sales growth in the food and beverage industry. Muth worked his way from a truck driver at Coca-Cola to C-suite at Beyond Meat.
“I’m extremely competitive and wanted to be the best at my jobs, and each one of those opportunities led to something else”, said Muth.
65% of consumers find plant-based food appealing and 38% of US consumers try to add more plant-based foods into their diet. More consumers are choosing plant-based foods for a variety of reasons and Beyond Meat is very consumer-focused.
“We ask our consumers what they are looking for and try to respond to that and are very careful about what we use as our ingredients,” said Muth.
Beyond Meat is the #1 plant-based brand in the US, 85 countries worldwide with manufacturing capabilities in the US, Canada, EU & Asia. Its mission is to positively impact growing global issues such as human health, climate change, global resource constraints, and animal welfare. Along with finding new ways to use plants as a healthier protein solution.
“We are trying to make more nutritious products but also add more protein, less fat, less saturated fat, has fiber and iron, no cholesterol, and no GMOs,” said Muth.
66% of consumers believe plant-based meats are healthier than animal-based meat and 35% less saturated fat than 80/20 Beef Burger. Sometimes, vegan is viewed negatively by consumers and is associated with bad taste. Therefore, Beyond Meats’ audience did not originally target vegan or vegetarian consumers, but rather the meat reducers or flexitarians. 49% of consumers are between 18-24 years old, and 42% are between 25-34 years old.
As an entrepreneurial company, “being engaged in all aspects of business communication is key for producing growth,” said Muth.
The presentation can be viewed on the Feliciano School of Business YouTube channel.