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Getting to Know About Beyond Meat Business Model | Fundamental Data And Statistics For Stocks

Beyond Sausage. Flickr Image.

This article talks about beyond the meat business model and covers the following topics:

Reading: Beyond meat business model

Without further ado, let’s get started.

1. beyond meat products

Let’s start the discussion of beyond meat’s business model by learning about their products first.

beyond meat offers its plant-based meat products on 3 main platforms and they are beef, pork and poultry.

From these main platforms, the company’s plant-based meat products are divided into 2 categories, which are (1) ready-to-cook (“fresh”) and (2) ready-to-heat (“frozen”).

ready to cook (“fresh”)

Beyond Burger

beyond the hamburger

In the ready-to-cook category, which the company refers to as the “fresh” shelf, there are quite a few offerings in this category.

For example, the Beyond Burger, Beyond Sausage and Beyond Beef are some of the popular flagship products in the ready-to-cook food segment.

plus, there are beyond breakfast sausages, beyond fried chicken, and beyond meatballs, which are also included in the ready-to-cook section and have been gaining popularity.

ready to heat (“frozen”)

Beyond Beef Crumbles

beyond the meat crumbs

As for the ready-to-heat or “frozen” segment, beyond meat offers only 1 selection, which is beyond beef crumbles.

Like its counterparts in the ready-to-cook section, beyond beef crumbles has also been gaining traction with consumer appetites of late, offering not only simplicity but also nutritious ingredients that pack 14 grams of protein and 1 gram of fiber per serving.

in addition, beyond beef crumbles does not contain soy or GMO products and is certified as kosher and halal.

2. customers and distributors

Next, we will talk about beyond the meat business model from the perspective of its customers and distributors.

How does beyond meat sell its plant-based meat products to its customers?

The answer lies in your distribution channels.

Basically, beyond meat sells most of its products through its distribution channels.

the distribution channels of beyond meat are divided into 2 main categories, and they are:

(1) retail and (2) restaurant and food service

beyond meat has a very strong presence in some of the major food retailers in the united states.

As of December 31, 2020, beyond meat has offered its products through approximately 28,000 retail outlets in the us. uu. alone and approximately 34,000 points of sale outside the us. uu. based on their 2020 annual submissions.

Net revenue from sales through retail channels alone reached $300 million in fiscal 2020, representing a year-over-year increase of more than 100% or $156 million.

some of the larger beyond meat retailers that carry the company’s products include walmart, kroger, target, whole food markets, sam’s club, costco, etc.

In 2020, Costco accounted for approximately 13% of Beyond Meat’s gross revenue, making it one of the company’s largest customers.

On the other hand, beyond meat also distributes its products directly to restaurants and catering outlets.

By the end of 2020, beyond meat products will be available in more than 42,000 restaurants and foodservice outlets in the us. uu. alone and 18,000 more outlets outside the us. uu.

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While retail sales beyond meat rose significantly in fiscal 2020, the company’s foodservice revenue plummeted in the same fiscal year, due in large part to disruptions from covid-19.

As of December 31, 2020, non-meat net revenue from sales through restaurants and foodservice outlets was just $106 million, a decrease of more than 30% or $47 million year over year. year.

apart from the us. In the US, beyond meat has also been slowly expanding its product offerings on the international market.

The company mainly uses distributors to sell its products on the international market.

As of December 31, 2020, revenue from the international beyond meat market reached $82 million, representing a 16% year-over-year decrease.

3. supply chain

A discussion of the beyond meat business model would not be complete without addressing the supply chain.

The supply chain represents some of the most critical parts of the company’s business operation because it is through the supply chain that beyond meat it obtains most of its raw materials to manufacture its products.

In general, the main ingredient used in the manufacture of meat beyond plant-based meat products is pea protein.

The company purchases pea protein from various suppliers for its fresh and frozen products.

according to the 2019 annual report, beyond meat uses suppliers such as roquette and puris proteins, llc to supply the necessary plant-based protein for its products.

In general, beyond meat uses multi-year supply agreements, typically spanning 1-3 years, to maintain a constant flow of supplies of the necessary raw materials.

Aside from pea protein, another critical ingredient you need beyond meat to produce your products is plant-based flavors. plant-based flavors are flavors developed by beyond meat, but the raw materials used to produce the flavors come from third parties.

in this aspect, beyond the meat it does not manufacture the flavors.

instead, it is produced by vendors who craft the flavors according to a formula developed by beyond meat.

These flavors are then graded through laboratory analysis to ensure quality and manufacturing ability.

According to beyond meat, the ingredients used to produce the flavors are readily available through many suppliers and will not drastically affect the operation of the business should a supplier cut off supply.

4. manufacturing process

Once beyond meat successfully secures raw materials such as pea protein and flavors, the company will begin manufacturing its plant-based products.

During the manufacturing process, beyond meat relies on its own manufacturing facilities, as well as third-party manufacturing facilities, which the company refers to as co-manufacturers.

The following diagram, taken from beyond meat’s 2019 annual report, summarizes the manufacturing process:

Beyond Meat manufacturing steps

beyond the meat manufacturing steps

manufacturing processes that are carried out outside the meat facilities:

1. A dry mix is ​​first made to combine the plant protein at the manufacturing facility.

2. then an extrusion is performed on the dry mix to add water and steam.

3. here a combination of steps such as heating, cooling and pressure variations are executed to cross-link the combined proteins.

4. the woven protein formed is then cut into pieces to speed up the freezing process and aid in the final manufacturing process.

5. the final products here are frozen woven proteins that will be used as the base for all products beyond meat.

manufacturing steps that are carried out outside the facilities of the meat co-manufacturers:

6. the frozen pieces of woven protein are then passed on to beyond-meat co-manufacturers for further processing. During this step, flavors and other ingredients are added and combined.

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7. the final step at the co-manufacturers’ facility is to package the product and prepare it for shipment to distributors and customers.

FYI, beyond meat added a couple of co-manufacturers in 2020. For example, in 1Q20, beyond meat successfully expanded a partnership with a distributor in the Netherlands to co-manufacture the company’s plant-based products.

construction of the facilities in the Netherlands was completed in the first quarter of 2020.

In addition, beyond meat has also registered a new subsidiary named beyond meat (jiaxing) food co., ltd., in the zhejiang province of china in the second quarter of 2020.

5. distribution

In the discussion above, beyond meat relies solely on its co-manufacturers for the manufacture of all of its plant-based meat products.

As such, the company’s final products are often shipped from these co-manufacturers’ facilities by third-party logistics providers.

During the distribution step, meat products are transferred and stored in cold storage facilities. some of the products are also shipped directly to customers.

6. sales, marketing and consumer outreach

The final topic in the discussion of beyond meat’s business model is how the company markets its products and builds its brand so that more people are aware of beyond meat’s unique approach to producing its flagship plant-based meat products. .

sales

beyond meat has a strong sales team of 36 people as of December 31, 2020.

The sales team is organized into 4 divisions such as Retail, Food Service, International and Strategic Partnerships.

These experienced sales staff work closely with a network of brokers and dealers who have access to US accounts. USA, Canada and around the world to support and drive company sales.

field marketing representatives

In addition to a sales team, beyond meat has also created a team of field marketing representatives.

The role of field marketing representatives is to provide samples of products beyond meat directly to consumers at stores and events.

In addition to working in stores and events, beyond meat’s field marketing representatives also work alongside food trucks to support consumer sampling, content creation, as well as activation media, influencers and customers

according to the 2019 annual report, more than 2,000 such events, with approximately 428,000 samples distributed.

These field events help promote consumer awareness beyond the meat’s core missions and drive sales of the company’s plant-based products.

digital marketing and social networks

beyond meat has also been actively engaging consumers through social and digital media to drive brand awareness and interest in the company’s plant-based meat products.

In this regard, beyond meat has partnered with a network of brand ambassadors to develop a large following of celebrities from the world of sports and entertainment who share the company’s core values ​​and missions.

In addition to brand ambassadors, beyond meat also uses social media platforms such as facebook, instagram and twitter for online collaboration.

As of December 31, 2020, the company has 440,000 followers on Facebook, 970,000 followers on Instagram and more than 118,000 followers on Twitter, as well as approximately 93,000 followers on LinkedIn.

conclusion

beyond meat is a new force to be reckoned with in the food industry.

The company is one of the fastest growing food companies in the US. uu. and possibly the world.

The company’s primary mission is to address concerns related to human health, climate change, resource conservation and animal welfare.

Intact and efficient business model has gone beyond meat to a new high in terms of sales and stock price, which is up to $120 as of the publication of this article.

despite being unprofitable and having negative free cash flow through the first quarter of fiscal 2021, my belief is that the company will one day find success with its revolutionary plant-based meat products.

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references and credits

1. Financial data and numbers in all graphs and tables in this article were obtained and referenced from Beyond Meat’s financial statements available in Beyond Meat’s Annual Reports.

2. The images featured in this article are used under creative commons licenses and are obtained from the following source:

a. flying puffin b. Tony Webster C. Christoph Scholz D. beyond the meat crumbs

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