Leonardo DiCaprio Asks You To Eat Less Meat, Invests In Meatless Beyond Burger That ‘Bleeds’


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Leonardo DiCaprio is asking you to eat less meat. The actor’s latest investment is putting his money where his mouth is. The Hollywood actor invested in Beyond Meat, a plant-based food company that makes meatless burgers that “bleed.” The Los Angeles-based company makes the Beyond Burger, which is said to be “the world’s first plant-based burger that looks, cooks, and tastes like a fresh beef burger.” The burger looks exactly like raw beef and has a similar texture, but the patties are made from pea protein, yeast extract, and coconut oil. The burger achieves a red color and a “bleeding” effect by including beet juice.

“Livestock production is a major contributor to carbon emissions,” DiCaprio said in a statement. “Shifting from animal meat to the plant-based meats developed by Beyond Meat is one of the most powerful measures someone can take to reduce their impact on our climate. Beyond Meat’s ability to create appealing, healthy meat directly from plants will go a long way in helping everyday consumers take action on climate change.”

The amount of Leo’s investment in Beyond Meat was not disclosed, but it is part of an initiative started by DiCaprio’s foundation to curb climate change. The Leonardo DiCaprio Foundation, which is “dedicated to the long-term health and well-being of all Earth’s inhabitants,” awarded grants to more than 100 organizations last month. Included were the Lion Recovery Fund, the Global Partnership for Sharks and Rays, and the Standing Rock Sioux Tribe. The Oscar-winning actor has also invested in the sustainable seafood company LoveTheWild and in plant-based snack company Hippeas.

Beyond Meat, which also sells fake chicken strips and faux beef crumbles, is sold at Kroger, Whole Foods, Target, Safeway, and Harris Teeter stores as well as some TGI Fridays and BurgerFi restaurants. Beyond Meat has had other high-profile investors including Bill Gates as well as Twitter co-founders Biz Stone and Evan Williams. This is bad news for Nurset Gokce because that probably means that Leonardo won’t be seen eating gloriously seasoned and delectable meats at Salt Bae’s steakhouse anytime soon like he did in February.

[Quartz]