WEBVTT 00:00:10.260 --> 00:00:12.880 Foie gras, lobster... 00:00:12.880 --> 00:00:14.680 Doused in peanut butter. 00:00:14.680 --> 00:00:18.310 The 190‐pound absolutely ridiculous... 00:00:18.310 --> 00:00:20.600 The burger craze in America 00:00:20.600 --> 00:00:23.480 really has gotten *' crazy. 00:00:23.480 --> 00:00:26.060 What in the world is this burger? 00:00:26.060 --> 00:00:28.570 ‐ The chili cheeseburger from Wienerschnitzel. 00:00:28.570 --> 00:00:29.690 ‐ I love me a Whopper. 00:00:29.690 --> 00:00:30.900 ‐ I love a good burger. 00:00:30.900 --> 00:00:32.740 You see that cheese?! 00:00:35.990 --> 00:00:38.330 There have long been debates over the environmental effects 00:00:38.330 --> 00:00:40.160 of the meat industry. 00:00:41.070 --> 00:00:42.910 What does the future of something that 00:00:42.910 --> 00:00:45.570 is so widely consumed look like? 00:00:45.570 --> 00:00:47.740 I think that 00:00:47.740 --> 00:00:50.750 it's really about one thing. 00:00:50.750 --> 00:00:51.870 Balance. 00:01:02.930 --> 00:01:04.600 I'm confused why you brought me here 00:01:04.600 --> 00:01:07.860 because I am the opposite of a burger connoisseur. 00:01:07.920 --> 00:01:10.380 loved hamburgers at my school. 00:01:10.980 --> 00:01:12.980 It was like I was not in on 00:01:13.080 --> 00:01:15.500 this secret that everyone else was in on. 00:01:15.500 --> 00:01:18.040 First time I had a burger, 00:01:18.040 --> 00:01:19.920 I remember really, really liking it. 00:01:19.920 --> 00:01:22.250 Just loving sort of, like, funk, 00:01:22.250 --> 00:01:24.760 the cheese, the squish. 00:01:24.760 --> 00:01:27.130 ‐ People don't realize that truly delicious foods 00:01:27.130 --> 00:01:28.930 are balanced in its flavor. 00:01:29.640 --> 00:01:31.930 And when you think about a hamburger, 00:01:31.930 --> 00:01:34.180 you have texture, 00:01:34.180 --> 00:01:35.770 you have sweetness, 00:01:35.770 --> 00:01:37.520 you have umami. 00:01:37.520 --> 00:01:40.400 Sweetness and umami come from ketchup, 00:01:40.400 --> 00:01:42.110 but also the beef. 00:01:42.110 --> 00:01:43.980 Once it's griddled, you have a Maillard reaction. 00:01:43.980 --> 00:01:46.940 You have salt. 00:01:46.940 --> 00:01:49.280 You have acidity from pickles. 00:01:49.860 --> 00:01:52.830 So, a great burger is about balance, 00:01:52.830 --> 00:01:54.080 whether people realize it or not. 00:01:54.580 --> 00:01:56.580 Thank you so much! You're welcome. 00:01:57.700 --> 00:02:01.000 Put two patties together, you smash them, you put them on a burger. 00:02:01.790 --> 00:02:05.130 ‐ Come on. Just holding this gives me life. 00:02:05.130 --> 00:02:07.840 It really does. 00:02:10.460 --> 00:02:12.220 The burger. 00:02:12.930 --> 00:02:14.470 It's a perfect balance. 00:02:14.470 --> 00:02:16.220 Like a Zen garden, 00:02:16.220 --> 00:02:18.220 sunrise yoga, 00:02:18.220 --> 00:02:21.060 or two kids who weigh the exact same on a seesaw. 00:02:21.980 --> 00:02:24.440 Great minds throughout the ages have tried to define it. 00:02:25.900 --> 00:02:28.150 ‐ Hm, the Proustian hamburger? 00:02:31.240 --> 00:02:33.240 It's pretty simple. 00:02:33.240 --> 00:02:36.450 It's a meat sandwich. That's it. 00:02:36.450 --> 00:02:38.200 Cool. Thanks, Dave. I mean, 00:02:38.200 --> 00:02:40.040 yeah, it's a meat sandwich, but... 00:02:40.040 --> 00:02:41.660 there's more to it, Dave! 00:02:41.660 --> 00:02:44.040 Yes, the burger began as a humble meat sandwich, 00:02:44.040 --> 00:02:46.120 but it's so much bigger now. 00:02:48.410 --> 00:02:50.330 ‐ It's all about capitalism. 00:02:53.250 --> 00:02:55.920 Hi, what can I get you? What do you want, man? 00:02:55.920 --> 00:02:58.420 ‐ I haven't been to McDonald's in so long. 00:02:58.920 --> 00:03:02.590 Could I get a Quarter Pounder meal? 00:03:02.590 --> 00:03:04.300 ‐ Can I have an Egg McMuffin, please? 00:03:04.300 --> 00:03:06.300 - 00:03:06.430 --> 00:03:07.840 Oh, come on! ‐ You gotta get a burger, man. 00:03:07.840 --> 00:03:10.010 ‐ I don't like McDonald burgers though. 00:03:10.010 --> 00:03:11.600 Okay, 00:03:11.600 --> 00:03:13.640 I'll get a Quarter Pounder with Cheese. 00:03:14.310 --> 00:03:17.060 You know, this is the first time I ever got a Quarter Pounder with Cheese. 00:03:17.060 --> 00:03:19.060 - 00:03:19.860 --> 00:03:20.900 Okay, cool. 00:03:20.900 --> 00:03:23.280 I'm supposed to hate it. It's not bad. 00:03:24.110 --> 00:03:27.280 This is my hamburger growing up. Yeah. 00:03:27.280 --> 00:03:29.160 In barbecues in the summertime, 00:03:29.160 --> 00:03:31.450 I never had hamburgers. 00:03:31.450 --> 00:03:33.000 It was McDonald's growing up. 00:03:33.000 --> 00:03:34.960 ‐ Who was your favorite McDonald's character? 00:03:34.960 --> 00:03:35.960 Grimace! 00:03:35.960 --> 00:03:38.500 ‐ Oh, Hamburglar, man. ‐ No, dude. 00:03:38.500 --> 00:03:41.210 You got a big fat purple blob 00:03:41.210 --> 00:03:43.130 as a character? 00:03:43.130 --> 00:03:44.670 I gotta root for that guy. 00:03:45.380 --> 00:03:48.510 But, when I think about McDonald's and fast food companies in general, 00:03:48.510 --> 00:03:52.180 I don't think about the burger. I think about ruthless efficiency 00:03:52.180 --> 00:03:55.600 and scale and consistency. 00:03:56.440 --> 00:03:58.850 I mean, how many McDonald's are there in the world? It's gotta be, 00:03:58.850 --> 00:04:00.690 what, I don't know, 5,000? 00:04:00.690 --> 00:04:03.820 ‐ Over 500 million burgers sold. 00:04:03.820 --> 00:04:07.030 ‐ That's an old one. That's like at five billion now. 00:04:09.030 --> 00:04:10.990 Yeah, clearly, you had Ray Kroc 00:04:10.990 --> 00:04:13.700 and his vision of, uh, you know, 00:04:13.700 --> 00:04:15.410 whatever the * he was envisioning. 00:04:17.120 --> 00:04:19.920 That vision was called scalability, 00:04:19.920 --> 00:04:22.750 which means, um, hold on. Let me Google it real quick. 00:04:22.750 --> 00:04:25.130 Scalability... 00:04:25.130 --> 00:04:28.090 Oh, here we go! It's a business model that implies that a company 00:04:28.090 --> 00:04:31.760 can increase sales given increased resources. Huh. 00:04:31.760 --> 00:04:34.390 Well, I'm just an all‐knowing super computer, 00:04:34.390 --> 00:04:37.600 but that seems like it might throw things a little out of balance. 00:04:38.450 --> 00:04:40.410 So, here's what happened. In the 1950s, 00:04:40.410 --> 00:04:43.950 Ray Kroc began growing McDonald's from a single burger shop 00:04:43.950 --> 00:04:45.490 into a global phenomenon. 00:04:45.490 --> 00:04:47.250 The McDonald's brothers' Speedee system, 00:04:47.450 --> 00:04:49.610 which he, um, "borrowed," 00:04:49.610 --> 00:04:51.410 was great for a small‐time burger stand. 00:04:52.120 --> 00:04:54.370 But expand that to a global scale, 00:04:54.370 --> 00:04:55.660 and you need so many cows, 00:04:55.660 --> 00:04:58.330 who need land and food and water, 00:04:58.330 --> 00:05:01.670 shelter and medicine and love and happiness. 00:05:01.670 --> 00:05:03.630 Small price to pay for the Dollar Menu. 00:05:03.630 --> 00:05:05.590 And the rest of the world agreed. 00:05:05.590 --> 00:05:09.340 And now, cheap, speedy burgers are available worldwide. 00:05:10.340 --> 00:05:11.890 Everybody wants ground beef. 00:05:11.890 --> 00:05:13.760 It's the most popular meat in the world. 00:05:14.310 --> 00:05:15.970 It's not even that we want the steak. 00:05:15.970 --> 00:05:17.480 It's not even that we want the carne asada. 00:05:17.480 --> 00:05:18.810 It's we want the burgers. 00:05:19.230 --> 00:05:21.310 You're not seeing the taco going global. 00:05:21.310 --> 00:05:23.360 You're seeing the burger going global. 00:05:23.360 --> 00:05:26.280 But why is that then, right? Because it's so easy to do. 00:05:28.030 --> 00:05:31.530 I remember talking to an executive of 00:05:31.530 --> 00:05:35.370 a giant fast food conglomerate. 00:05:36.490 --> 00:05:38.790 The scale of this is insane. 00:05:39.960 --> 00:05:42.960 When you think about how much * food 00:05:42.960 --> 00:05:45.590 gets consumed and made and processed 00:05:45.590 --> 00:05:48.670 by a fast food chain that's not even that beloved. 00:05:50.220 --> 00:05:52.720 I inevitably got to this point with this marketing executive 00:05:52.720 --> 00:05:56.260 saying, "How do we make this sustainable?" And they're like, 00:05:56.260 --> 00:05:58.470 "Oh, we gotta take you down to Texas! 00:05:58.470 --> 00:06:00.440 "To the butchering facility. 00:06:00.440 --> 00:06:02.810 "It is amazing! 00:06:02.810 --> 00:06:06.230 "They take this cow, and these machines go... 00:06:06.230 --> 00:06:09.780 "There's, like, a vacuum thing that *s all the blood. 00:06:09.780 --> 00:06:11.740 "It's, like, the coolest thing you've ever seen! 00:06:11.740 --> 00:06:14.160 "They kill the cow, and they eviscerate it, 00:06:14.160 --> 00:06:16.580 and it's all done in, like, a minute!" 00:06:17.490 --> 00:06:19.700 And I was like, this is... 00:06:19.700 --> 00:06:22.080 this is not good. This is not good. 00:06:34.800 --> 00:06:37.720 My great‐grandfather brought a herd cracker cattle 00:06:37.720 --> 00:06:40.730 with him to this farm in 1866. 00:06:41.890 --> 00:06:43.350 When I was a kid, 00:06:43.350 --> 00:06:46.190 all my friends wanted to be baseball players and astronauts, 00:06:46.190 --> 00:06:48.150 and I just wanted to run the farm. 00:06:50.280 --> 00:06:53.700 Post World War II, we farmers 00:06:53.700 --> 00:06:56.450 embraced the factory farm model. 00:06:57.200 --> 00:07:00.660 Prior to that, farming was very cyclical. 00:07:00.660 --> 00:07:04.460 Many different species of plants and animals and microbes 00:07:04.460 --> 00:07:07.340 operating in symbiotic relationships with each other. 00:07:08.130 --> 00:07:12.670 And, and, and, and when we applied the factory model to it, 00:07:12.670 --> 00:07:15.180 we took away, we took away that symbiosis. 00:07:15.180 --> 00:07:18.180 I took over the farm, 00:07:18.180 --> 00:07:21.100 ran it that way for 20 years, 00:07:21.100 --> 00:07:24.560 but I had become increasingly aware 00:07:24.560 --> 00:07:26.480 of the unintended consequences 00:07:26.480 --> 00:07:28.860 of the production system I'd embraced. 00:07:32.990 --> 00:07:34.700 Okay, look. I know humans 00:07:34.700 --> 00:07:37.490 don't love confronting things that bum you out, so, um, 00:07:37.490 --> 00:07:39.830 let me just change the soundtrack a little bit for you. 00:07:41.410 --> 00:07:42.910 Okay, here we go. 00:07:43.620 --> 00:07:45.670 When you slaughter a cow, 00:07:45.670 --> 00:07:46.710 like that one right there, 00:07:46.710 --> 00:07:49.090 way over half of it 00:07:49.090 --> 00:07:52.130 is ground beef, is for burgers. 00:07:52.130 --> 00:07:54.880 A dollar is all you need. Here's the bottom line. 00:07:54.880 --> 00:07:56.680 In order to sell a burger for a buck 00:07:56.680 --> 00:08:00.510 at the Cumberland Valley Service Plaza in Carlisle, Pennsylvania, or wherever, 00:08:00.510 --> 00:08:02.270 you need factory farming. 00:08:02.270 --> 00:08:04.520 You have to treat cows poorly. 00:08:05.230 --> 00:08:09.060 When I was an industrial factory farm cattleman, 00:08:09.060 --> 00:08:12.280 we put chickens in the chicken factory, cows in the cow factory, 00:08:12.280 --> 00:08:14.320 hogs in the hog factory. 00:08:14.320 --> 00:08:16.450 That is a monoculture. 00:08:16.450 --> 00:08:17.950 It's just one species, 00:08:17.950 --> 00:08:21.410 so it lends itself to being scaled up. 00:08:23.200 --> 00:08:25.290 Factory farming disrupts the balance. 00:08:25.290 --> 00:08:27.330 Growing millions of cows requires land, 00:08:27.330 --> 00:08:29.710 food, water, shelter, 00:08:29.710 --> 00:08:31.920 medicine, love, happiness, 00:08:31.920 --> 00:08:35.050 which is fine if you're like me, and you don't care about breathing. 00:08:35.550 --> 00:08:37.880 Half of all habitable land on Earth 00:08:37.880 --> 00:08:40.970 is used for agriculture. Most of that is used for animal agriculture, 00:08:40.970 --> 00:08:44.430 and what is often happening here is you are clear cutting forests 00:08:44.430 --> 00:08:45.810 and putting cows there. 00:08:45.810 --> 00:08:47.890 This is happening all over the Amazon for instance. 00:08:49.600 --> 00:08:51.980 It's clear I think we've reached the limits of it, 00:08:51.980 --> 00:08:56.240 where we are seeing the effects it has on the world at large. 00:08:56.240 --> 00:08:59.280 And, I'll be very honest, I have a disconnect 00:08:59.280 --> 00:09:01.620 of being dishonest with myself about 00:09:01.620 --> 00:09:04.120 how you're supposed to eat versus the... 00:09:05.790 --> 00:09:08.250 being a custodian for the future. 00:09:08.250 --> 00:09:10.750 One‐third pound Angus beef. 00:09:10.750 --> 00:09:12.210 Doubled. 00:09:12.210 --> 00:09:14.210 The older I get, the more I am 00:09:14.210 --> 00:09:16.300 of the mindset that being vegetarian 00:09:16.300 --> 00:09:20.010 is not only the most ethically sound choice... 00:09:22.010 --> 00:09:24.100 but the right thing to do. 00:09:24.100 --> 00:09:25.770 I just don't have 00:09:25.770 --> 00:09:27.980 that kind of moral integrity yet. 00:09:29.020 --> 00:09:31.850 Yeah, I've seen a lot out here in the West. 00:09:32.680 --> 00:09:35.760 When you look back on it now, how rudimentary it was. 00:09:35.760 --> 00:09:38.180 I don't play video games today, 00:09:38.180 --> 00:09:41.150 but I see what they're doing, to the point now we're questioning 00:09:41.150 --> 00:09:43.400 are we in a simulation ourselves? 00:09:47.860 --> 00:09:50.860 I think the same thing will happen with meat substitutes. 00:09:51.660 --> 00:09:54.990 Introducing the Impossible Whopper, available nationwide. 00:09:54.990 --> 00:09:58.040 New Beyond Famous Star with Cheese, only at Carl's Jr... 00:09:58.040 --> 00:09:59.620 Meat prices rising in this country, 00:09:59.620 --> 00:10:01.960 and concerns over shortages. 00:10:01.960 --> 00:10:04.130 Some people are looking for alternatives. 00:10:04.130 --> 00:10:06.380 Now, the meatless craze sweeping through grocery stores, 00:10:06.570 --> 00:10:09.510 Veggie burgers are here. 00:10:10.900 --> 00:10:12.530 Let's take a break. 00:10:12.990 --> 00:10:14.990 Here's an Impossible Burger 00:10:14.990 --> 00:10:18.330 from Burger King. I've not tasted this. 00:10:18.330 --> 00:10:19.870 You've never had this? 00:10:22.540 --> 00:10:24.080 Is this a normal burger size? 00:10:24.920 --> 00:10:27.130 ‐ It's a Whopper. ‐ Whoppers are * huge. 00:10:27.130 --> 00:10:28.210 ‐ Yeah. 00:10:29.550 --> 00:10:32.220 I think the burger that Americans 00:10:32.220 --> 00:10:35.260 have fallen in love with, the thin patty burger, 00:10:35.260 --> 00:10:37.850 is not even about the burger meat. 00:10:37.850 --> 00:10:41.350 It's about eating something that has balance, that has crunch, texture. 00:10:41.350 --> 00:10:44.230 Oh, this is Beyond Meat? Didn't know that. 00:10:44.230 --> 00:10:47.650 The mayonnaise, the ketchup, the mustard, 00:10:47.650 --> 00:10:48.980 the tomato. 00:10:50.110 --> 00:10:52.650 It's not about eating actual beef. 00:10:54.110 --> 00:10:56.490 In the future, they're gonna be able to make a burger 00:10:56.490 --> 00:11:00.160 that is indistinguishable. It's already almost there. 00:11:01.450 --> 00:11:03.960 ‐ Can you really get any closer than this? 00:11:05.460 --> 00:11:07.840 ‐ Why are you asking me like I have the * answer? 00:11:07.840 --> 00:11:09.420 ‐ Or should I be like, "Who's got the answer?" 00:11:11.460 --> 00:11:14.680 If I don't know if I'm a large or an extra‐large smock man. 00:11:14.680 --> 00:11:16.890 I feel like smocks run large. 00:11:17.760 --> 00:11:19.720 Please note David Chang is an investor in Impossible, 00:11:19.720 --> 00:11:22.060 and therefore felt it necessary to recuse himself from this scene. 00:11:22.060 --> 00:11:24.100 He was also worried he would look bad in a smock. 00:11:24.100 --> 00:11:26.350 What's wrong with the way we eat meat now? 00:11:26.350 --> 00:11:29.650 Why can't we just keep eating this the way we do? 00:11:29.650 --> 00:11:32.490 Livestock, as a technology, plateaued 00:11:32.490 --> 00:11:34.070 a long time ago, okay? 00:11:34.070 --> 00:11:37.240 A cow turns protein from plants 00:11:37.240 --> 00:11:39.200 into meat protein 00:11:39.200 --> 00:11:41.620 with a three percent efficiency. 00:11:41.620 --> 00:11:45.620 That means we're stuck with limitations in terms of creating food. 00:11:45.620 --> 00:11:48.130 When you say, "We're going to create food 00:11:48.130 --> 00:11:50.710 "using ingredients from nature, 00:11:50.710 --> 00:11:53.510 "but we'll design the flavor, 00:11:53.510 --> 00:11:55.510 we'll design the texture," 00:11:55.510 --> 00:11:59.100 the space of possibilities is vastly greater. 00:12:00.510 --> 00:12:03.850 When people think about taste, it's really complicated. 00:12:03.850 --> 00:12:06.480 Taste is just like what we can taste on our tongue, 00:12:06.480 --> 00:12:10.070 but flavor is actually mostly smell, right? 00:12:10.070 --> 00:12:14.280 It's actually hundreds of compounds, all in the right ratios, 00:12:14.280 --> 00:12:16.740 that allow your brain to recognize it as beef. 00:12:16.740 --> 00:12:19.120 So, we use this instrument. 00:12:19.120 --> 00:12:23.080 We might take a piece of beef and actually cook it on there, 00:12:23.080 --> 00:12:25.460 and then the different aromas are captured, 00:12:25.460 --> 00:12:28.170 and you're actually able to take that really complex mixture 00:12:28.170 --> 00:12:31.750 and separate it out into individual flavor molecules. 00:12:32.380 --> 00:12:34.920 We can get them from plant‐based ingredients, 00:12:34.920 --> 00:12:38.050 but if you were to just cook that, it would taste like okay. 00:12:38.050 --> 00:12:39.930 Not really like meat. 00:12:39.930 --> 00:12:43.890 What's essential is that you have heme, 00:12:43.890 --> 00:12:45.770 which is our magic ingredient. 00:12:46.980 --> 00:12:49.190 I feel like if this was a corporate espionage movie, 00:12:49.190 --> 00:12:52.070 this is like the vial I would try to run out of here with or something. 00:12:52.070 --> 00:12:53.860 Yeah, we're gonna hold onto that one. 00:12:53.860 --> 00:12:56.530 ‐ I put this into my‐‐ This is Jurassic Park. This is what I'd be trying to sell. 00:12:57.650 --> 00:13:01.490 Heme was the kind of tipping point, you could say. 00:13:01.490 --> 00:13:05.040 It's found in every living cell on Earth, okay? So, it's not meat specific, 00:13:05.040 --> 00:13:06.910 but animal tissues have like 100‐ 00:13:06.910 --> 00:13:09.620 or 1,000‐fold higher concentrations of this molecule. 00:13:10.380 --> 00:13:11.920 We found that it's actually 00:13:11.920 --> 00:13:14.000 in the root nodules of soy plants. 00:13:14.000 --> 00:13:15.840 And then, we do a fermentation, 00:13:15.840 --> 00:13:18.800 just like you ferment yeast to make beer. 00:13:18.800 --> 00:13:21.390 Is the red inherent to heme, or is... Okay. 00:13:21.390 --> 00:13:23.930 Yep. It's from the iron, right? ‐ Okay. 00:13:23.930 --> 00:13:25.560 Like when you're grilling, starts off red, 00:13:25.560 --> 00:13:27.890 that's because of the heme. And then, 00:13:27.890 --> 00:13:30.520 you expose it to heat and oxygen, it turns brown, 00:13:30.520 --> 00:13:32.650 and all of that flavor is generated. I see. 00:13:33.610 --> 00:13:35.860 At scale, our economics 00:13:35.860 --> 00:13:38.990 are vastly superior to making it from cow. 00:13:38.990 --> 00:13:40.860 But, we still have a long way to go. I mean, 00:13:40.860 --> 00:13:43.280 we're not declaring victory or anything close to it. 00:13:43.280 --> 00:13:44.910 Our mission is to 00:13:44.910 --> 00:13:47.410 completely replace animals as a food technology 00:13:47.410 --> 00:13:49.370 by 2035. 00:13:49.370 --> 00:13:52.750 You should choose what you want, and it's on us 00:13:52.750 --> 00:13:55.840 to make the obvious choice be a plant‐based product. 00:13:56.840 --> 00:13:59.220 Taste is the great equalizer. 00:13:59.630 --> 00:14:02.010 And it's not about changing the vegans and the vegetarians. 00:14:02.010 --> 00:14:04.930 It's about changing the meat eaters. If you can change 00:14:04.930 --> 00:14:06.810 someone that eats... 00:14:06.810 --> 00:14:09.310 beef, you know, 00:14:09.310 --> 00:14:12.560 from five days a week to two days a week? 00:14:12.560 --> 00:14:14.900 That, I think, is a giant, 00:14:14.900 --> 00:14:16.610 you know, gold mine for people. 00:14:21.200 --> 00:14:23.320 Your shop doesn't have a big sign 00:14:23.320 --> 00:14:26.450 that says, "vegan restaurant!" No. 00:14:26.450 --> 00:14:29.250 I bet you have a portion of customers 00:14:29.250 --> 00:14:30.710 who have no idea that they ate a vegan burger 00:14:30.710 --> 00:14:32.330 and will never know that they ate a vegan burger. 00:14:32.330 --> 00:14:34.000 ‐ And sometimes, they come back 00:14:34.000 --> 00:14:36.670 and they're angry when they do find out, and I'm like... 00:14:37.630 --> 00:14:38.840 was it good though? 00:14:41.340 --> 00:14:43.550 ‐ What's cool about what's happening here 00:14:43.550 --> 00:14:47.760 is the same factors that make a meat burger good 00:14:47.760 --> 00:14:50.730 are the same things that would make a vegan burger delicious. 00:14:50.730 --> 00:14:53.560 It's like a little bit of logic got lost somewhere. 00:14:53.560 --> 00:14:56.400 Absolutely, and that's where we come in where it's like, no. 00:14:56.400 --> 00:14:58.020 We're just gonna do the same thing 00:14:58.020 --> 00:15:00.150 you do for a regular burger, 00:15:00.150 --> 00:15:02.740 just with alternative ingredients, you know? 00:15:03.610 --> 00:15:06.070 This is the base of our Mama Spread. 00:15:06.070 --> 00:15:09.160 There's a couple ingredients that we can't show. 00:15:09.160 --> 00:15:11.290 ‐ Secret ingredients, huh? Secret ingredients that 00:15:11.290 --> 00:15:13.580 I can't show on camera or else my mom 00:15:13.580 --> 00:15:15.580 will literally kill both of us. 00:15:17.920 --> 00:15:18.960 It's really good, man. 00:15:19.880 --> 00:15:23.130 Before you were running restaurants, did you see vegan food like this 00:15:23.130 --> 00:15:26.390 that was decadent? This is decadent. ‐ No. No. 00:15:26.390 --> 00:15:27.760 Yeah. We really 00:15:27.760 --> 00:15:30.470 just try to make the food fun, make it flavorful, 00:15:30.470 --> 00:15:33.810 things that you aren't traditionally getting in vegan restaurants. 00:15:35.520 --> 00:15:37.610 My first adult burger was a Big Mac. Yeah. 00:15:37.610 --> 00:15:41.360 ‐ And I love, love, love, love Big Macs. Uh‐huh. 00:15:42.150 --> 00:15:45.450 So when I was developing, coming up with burgers for here, 00:15:45.450 --> 00:15:47.320 I created a vegan Big Mac. Yeah. 00:15:47.320 --> 00:15:50.370 We call it the Tasha Grande, and it's a hit. 00:15:52.330 --> 00:15:55.170 ‐ That's so good! That's ridiculous, man. 00:15:55.170 --> 00:15:56.750 I was like, oh, what's he about to say? 00:15:56.750 --> 00:15:58.460 No, I think it's honestly, 00:15:58.460 --> 00:16:00.170 I always think it's the biggest mistake restaurants, 00:16:00.170 --> 00:16:01.420 not even just vegan restaurants, 00:16:01.420 --> 00:16:03.220 but restaurants can make is trying to tap into 00:16:03.220 --> 00:16:05.590 somebody's nostalgia that way, and then miss. 00:16:06.380 --> 00:16:07.930 Like, that's so * good. 00:16:09.260 --> 00:16:13.600 The future means more people have to eat less meat, 00:16:13.600 --> 00:16:16.650 if any meat at all. Exactly, and Malibu's Burgers 00:16:16.650 --> 00:16:18.610 is designed to make the meat eaters say, 00:16:18.610 --> 00:16:21.230 "oh man. This is good." So, 00:16:21.230 --> 00:16:24.030 it's for that person that wants that burger. 00:16:24.030 --> 00:16:26.150 I don't promote it as like health food. 00:16:26.150 --> 00:16:28.280 It's just an alternative. 00:16:28.280 --> 00:16:31.830 ‐ This causes all kinds of problems though because a lot of these ingredients 00:16:31.830 --> 00:16:34.750 that you need to make these meat substitutes 00:16:34.750 --> 00:16:36.370 come from vegetable matter 00:16:36.370 --> 00:16:39.420 or are very difficult to extract 00:16:39.420 --> 00:16:43.260 or to produce, so it's very cost ineffective, right? 00:16:43.260 --> 00:16:44.760 So, 00:16:44.760 --> 00:16:47.260 we're headed towards a bottleneck. 00:16:50.510 --> 00:16:54.100 Vegetable proteins are really catching traction. 00:16:54.890 --> 00:16:58.020 But there's a lot of misinformation out there about 00:16:58.020 --> 00:17:00.650 the way beef can be produced 00:17:00.650 --> 00:17:03.190 and about the way the protein sources for 00:17:03.190 --> 00:17:05.190 the vegetable proteins are produced. 00:17:06.530 --> 00:17:10.160 My family's operated this farm for 156 years. 00:17:11.280 --> 00:17:13.030 And the farm's come full circle. 00:17:13.030 --> 00:17:15.750 Over the last 25 years, 00:17:15.750 --> 00:17:17.960 me and my daughters are taking it 00:17:17.960 --> 00:17:20.380 back to a production model 00:17:20.380 --> 00:17:23.590 that more resembled what was important to 00:17:23.590 --> 00:17:25.460 my great‐grandfather and grandfather. 00:17:26.510 --> 00:17:30.470 I gave up confinement feeding of grain. 00:17:30.470 --> 00:17:34.310 I gave up subtherapeutic antibiotics. 00:17:34.310 --> 00:17:36.600 And as a result, I suffered in production. 00:17:36.600 --> 00:17:40.520 I didn't raise as much beef as I had previously. 00:17:40.520 --> 00:17:43.770 But, I think we're doing the right thing. 00:17:43.770 --> 00:17:46.030 This is a daikon radish. 00:17:46.030 --> 00:17:48.200 We plant these for the cattle, 00:17:48.200 --> 00:17:50.820 and they're really enjoying them now. 00:17:50.820 --> 00:17:53.030 I think what makes our burgers good 00:17:53.030 --> 00:17:56.040 is our cattle are athletic animals. 00:17:57.000 --> 00:17:59.370 Our cattle eat 00:17:59.370 --> 00:18:02.630 nothing but grass and what grows here. 00:18:02.630 --> 00:18:04.880 It's a natural diet for them. 00:18:04.880 --> 00:18:06.800 They're out walking, moving. 00:18:08.130 --> 00:18:09.840 We also gave up 00:18:09.840 --> 00:18:12.760 chemical fertilizers and pesticides. 00:18:12.760 --> 00:18:14.930 Started using animal impact 00:18:14.930 --> 00:18:18.020 to emulate nature, biomimicry, 00:18:18.020 --> 00:18:19.730 and the land got better. 00:18:20.640 --> 00:18:23.060 In nature, there is no waste. 00:18:23.060 --> 00:18:26.150 So, we operate our farm as zero waste. 00:18:27.610 --> 00:18:30.900 There is a report that every pound of beef 00:18:30.900 --> 00:18:32.860 that we sell for consumption, 00:18:32.860 --> 00:18:36.370 we bring down 3.5 pounds of carbon dioxide equivalent. 00:18:37.830 --> 00:18:40.790 So, if a person tells me they're vegetarian 00:18:40.790 --> 00:18:43.880 because they can't bear the thought of eating 00:18:43.880 --> 00:18:46.800 an animal that lived, I respect that. 00:18:46.800 --> 00:18:49.010 But I will not allow 00:18:49.010 --> 00:18:50.840 people to tell me 00:18:50.840 --> 00:18:54.010 that they're eating vegetable protein 00:18:54.010 --> 00:18:55.470 to save the planet. 00:18:56.350 --> 00:18:58.470 The fact is the way that the corn 00:18:58.470 --> 00:19:00.850 and soy and beans are raised, 00:19:00.850 --> 00:19:03.060 industrially, monoculturally, 00:19:03.060 --> 00:19:06.480 using GMOs and chemical fertilizers and pesticides, 00:19:06.480 --> 00:19:09.400 is way worse for the environment 00:19:09.400 --> 00:19:10.780 than what we're doing here. 00:19:17.120 --> 00:19:19.870 Not all farming is bad. You can have it done 00:19:19.870 --> 00:19:23.000 in a way that is adding value. What we need to get rid of 00:19:23.000 --> 00:19:25.460 is commodity farms. 00:19:25.460 --> 00:19:28.000 I'm sure my economist professor in college would be like, 00:19:28.000 --> 00:19:30.420 "Do not ask David these questions." 00:19:30.420 --> 00:19:32.420 But it's gonna be more expensive. That's for sure. 00:19:32.420 --> 00:19:34.340 And... 00:19:34.340 --> 00:19:37.350 if beef gets too expensive, then you're losing... 00:19:38.560 --> 00:19:41.140 calories. People survive off this 00:19:41.140 --> 00:19:44.100 'cause it is affordable. It is cheap. So, 00:19:44.100 --> 00:19:46.400 it is inevitable 00:19:46.400 --> 00:19:49.650 that we're going to be eating more lab‐grown meat. 00:19:49.650 --> 00:19:52.240 This is all already here. 00:19:54.860 --> 00:19:57.370 For meat loyalists, there is now something called 00:19:57.370 --> 00:19:59.370 cellular agriculture. 00:19:59.370 --> 00:20:01.120 Meat is grown in a lab instead of inside an animal... 00:20:01.120 --> 00:20:03.750 Some Bay Area startups are racing now 00:20:03.750 --> 00:20:05.330 to fill your plate... 00:20:05.330 --> 00:20:08.170 The future of meat production may be in a lab. 00:20:10.250 --> 00:20:12.920 The basic process, it's a very simple idea. 00:20:12.920 --> 00:20:15.180 You get cells from an animal that you eat already, 00:20:15.180 --> 00:20:17.430 muscle cells, fat cells, connective tissue, 00:20:17.430 --> 00:20:20.180 you take them back here behind us into our facility. 00:20:20.180 --> 00:20:22.430 You feed them the same thing the animal would eat. 00:20:22.430 --> 00:20:25.440 Amino acids, vitamins, minerals, all those things that you would need 00:20:25.440 --> 00:20:28.190 for the animal to live, you just feed them directly to the cells. 00:20:28.190 --> 00:20:30.860 And they'll keep growing. They got their DNA running. 00:20:30.860 --> 00:20:33.150 They're still alive, so they're just gonna keep making more and more, 00:20:33.150 --> 00:20:35.490 as long as they're fed, they're warm, they got water, they got oxygen, 00:20:35.490 --> 00:20:39.200 whatever... ‐ Wait, so how long does it take to grow? 00:20:39.200 --> 00:20:41.700 ‐ So here's the kicker. How long's it take a cow to grow 00:20:41.700 --> 00:20:44.250 from birth to it's on a shelf in marketplace? 00:20:44.250 --> 00:20:45.660 Couple years? ‐ Yeah! 00:20:45.660 --> 00:20:47.460 18 months, 24 months, something like that. 00:20:47.460 --> 00:20:49.750 We're doing a cow's worth of material 00:20:49.750 --> 00:20:51.630 in two to three weeks. 00:20:51.630 --> 00:20:52.920 I can imagine this is 00:20:52.920 --> 00:20:56.170 probably extremely expensive to produce right now. 00:20:56.170 --> 00:20:58.550 When we first started, it was incredibly expensive, 00:20:58.550 --> 00:21:02.100 but the innovation that we've done in the last five years 00:21:02.100 --> 00:21:05.560 have brought it to the level where we're not the most expensive meat in the world. 00:21:05.560 --> 00:21:09.100 We absolutely believe that we can bring it to the price, initially, of premium meats, 00:21:09.100 --> 00:21:13.230 and then eventually with conventional prices, we actually will be able to 00:21:13.230 --> 00:21:15.860 be at that level or beat them. So, if you're gonna make a burger, 00:21:15.860 --> 00:21:18.860 you're not turning it into ground beef. You're making beef, 00:21:18.860 --> 00:21:20.200 and then turning it into ground. 00:21:20.200 --> 00:21:22.410 There's two ways to make a burger. 00:21:22.410 --> 00:21:26.000 Sort of build the burger directly by growing it in that shape, 00:21:26.000 --> 00:21:29.040 or you can grow the muscle and grind it. Grind it down. 00:21:29.040 --> 00:21:32.500 ‐ Like, that's... real insanity. 00:21:34.170 --> 00:21:36.670 What exactly do you have? I don't even know. 00:21:36.670 --> 00:21:38.630 Is it beef? Is it chicken? 00:21:38.630 --> 00:21:40.590 So, we're doing chicken today, but what we're doing 00:21:40.590 --> 00:21:43.510 applies to beef and all the meats that we're doing. 00:21:43.510 --> 00:21:44.890 Can I pick it up? Yeah. 00:21:47.520 --> 00:21:50.520 This started from a single cell multiple years ago. 00:21:51.900 --> 00:21:53.610 Wow. 00:21:53.610 --> 00:21:56.070 The cells we use, we can make meat from now 00:21:56.070 --> 00:21:59.320 between 10 and 20 years from a single set of cells. 00:21:59.320 --> 00:22:02.030 ‐ But you could, say, just theoretically 00:22:02.030 --> 00:22:04.030 just recreate like... 00:22:04.030 --> 00:22:05.830 a geoduck? 00:22:05.830 --> 00:22:09.250 ‐ I love where you're going with this. Yes, we could do that. 00:22:09.250 --> 00:22:11.750 You could do a geoduck. You could go even further back 00:22:11.750 --> 00:22:14.460 and do its ancestor, the dinosaur, if you really wanted to. 00:22:19.840 --> 00:22:22.640 This is the most excited I've been... 00:22:22.640 --> 00:22:24.050 in a long time. 00:22:24.050 --> 00:22:26.390 I'm, like, trying 00:22:26.390 --> 00:22:28.480 to process in my mind 00:22:28.480 --> 00:22:31.480 the repercussions this is going to have 00:22:31.480 --> 00:22:34.690 when it's to market, at scale. 00:22:37.030 --> 00:22:38.740 This is wild. 00:22:40.200 --> 00:22:41.990 Can I slice? Absolutely. 00:22:43.780 --> 00:22:46.160 How does it feel as you cut it? It feels like meat. 00:22:56.960 --> 00:22:58.460 That's hilarious. 00:22:58.460 --> 00:23:00.470 It's chicken. 00:23:03.800 --> 00:23:06.260 There is so much demand for meat. 00:23:06.260 --> 00:23:08.600 Right now, we're producing 750 billion pounds. 00:23:08.600 --> 00:23:10.680 In the next 30 years, we're double that. 00:23:10.680 --> 00:23:12.390 When I talk about this innovation 00:23:12.390 --> 00:23:14.900 to ranchers, or when I talk about this to 00:23:14.900 --> 00:23:17.400 conventional meat producers, what I'm telling them is, "Look, 00:23:17.400 --> 00:23:19.360 "your production system 00:23:19.360 --> 00:23:21.610 "has been feeding the world with meat. 00:23:22.650 --> 00:23:25.820 "But there's this big delta. We still have to double that production. 00:23:25.820 --> 00:23:26.990 How are we gonna do that?" 00:23:26.990 --> 00:23:29.120 And, ultimately, in a future state, 00:23:29.120 --> 00:23:32.750 I think the number of animals that need to be raised for meat will be decreased. 00:23:32.750 --> 00:23:34.460 Balance. ‐ Will be decreased. 00:23:34.460 --> 00:23:35.830 Balance. ‐ Decreased. 00:23:35.830 --> 00:23:37.840 Balance. ‐ And production methods 00:23:37.840 --> 00:23:39.590 that preserve the real choice, 00:23:39.590 --> 00:23:42.420 and alternative methods are the ones that'll come to the forefront. 00:23:43.380 --> 00:23:45.550 A great burger's about balance, 00:23:45.550 --> 00:23:47.180 whether people realize it or not. Eating something 00:23:47.180 --> 00:23:50.520 that has balance... To me, hamburgers and pizzas, not a surprise 00:23:50.520 --> 00:23:52.100 everyone likes them. It has that same 00:23:52.100 --> 00:23:54.190 balance... balance... balance... 00:23:54.690 --> 00:23:58.900 The juxtaposition of it is what makes it sort of... delicious! 00:24:00.070 --> 00:24:01.940 And there are other ways to take 00:24:01.940 --> 00:24:04.400 the patterns that make it delicious 00:24:04.400 --> 00:24:06.320 and construct something 00:24:06.320 --> 00:24:08.620 that actually isn't even a burger. 00:24:10.240 --> 00:24:13.710 In Indian culture, majority vegetarian, 00:24:13.710 --> 00:24:17.080 so many of their things don't look anything like meat, 00:24:17.080 --> 00:24:18.920 and it's wonderful! 00:24:18.920 --> 00:24:20.420 Sure, here in America, 00:24:20.420 --> 00:24:22.050 burgers might be one of the most prevalent 00:24:22.050 --> 00:24:23.760 forms of fast food, 00:24:23.760 --> 00:24:27.590 but in India, in fact, fast food takes many forms. 00:24:27.590 --> 00:24:29.550 It's‐‐ Ooh, Dave. 00:24:29.550 --> 00:24:32.930 It's often sold on the streets 00:24:32.930 --> 00:24:35.980 under this category called chaat, which is a category 00:24:35.980 --> 00:24:38.980 of, like, spicy, tangy, 00:24:38.980 --> 00:24:41.650 sweet, bright Indian snacks. 00:24:41.650 --> 00:24:43.820 Things like vada pav. 00:24:45.280 --> 00:24:47.030 So you've got this mixture that's 00:24:47.030 --> 00:24:48.990 potatoes, cilantro, 00:24:48.990 --> 00:24:50.830 chaat masala, curry leaves. 00:24:50.830 --> 00:24:52.490 We're gonna form this into balls. 00:24:52.490 --> 00:24:54.870 We're gonna dredge it in this chickpea flour batter. 00:24:54.870 --> 00:24:57.960 Chris is gonna fry it, and then I'm gonna make a quick cilantro chutney. 00:24:57.960 --> 00:24:59.840 For me, 00:24:59.840 --> 00:25:01.750 the beauty of chaat in a dish like vada pav 00:25:01.750 --> 00:25:03.630 is it, like, hits everything. 00:25:03.630 --> 00:25:05.420 It's almost engineered 00:25:05.420 --> 00:25:07.260 to be the most craveable food on Earth. 00:25:08.590 --> 00:25:10.890 So, to that point, vada pav has 00:25:10.890 --> 00:25:14.350 the same core things that make a burger good, right? 00:25:14.350 --> 00:25:17.020 You need a little acidity, you need sweetness, you need fat. 00:25:17.020 --> 00:25:18.810 I think one thing that makes Indian food, 00:25:18.810 --> 00:25:20.770 and chaat specifically, so great 00:25:20.770 --> 00:25:22.690 is the balance. This notion of 00:25:22.690 --> 00:25:24.230 you've got sweet, but you've got sour. 00:25:24.230 --> 00:25:26.570 You've got spicy, but you've got fresh. 00:25:26.570 --> 00:25:28.700 Texture variation, temperature variation... 00:25:28.700 --> 00:25:30.370 You guys are just explaining a burger. 00:25:30.370 --> 00:25:32.450 That's what I just said! That's what we said, 00:25:32.450 --> 00:25:34.080 yeah. We were like... ‐ I just‐‐ Again, I'm sorry. 00:25:34.080 --> 00:25:35.700 I always tune him out, I listen to you, 00:25:35.700 --> 00:25:37.210 you know. Wah‐wah‐wah‐wah‐wah. 00:25:37.210 --> 00:25:39.330 If vada pav catches on, then we don't need to worry 00:25:39.330 --> 00:25:41.290 about alternative meat. 00:25:41.290 --> 00:25:43.550 We don't need to worry about‐‐ ‐ I don't know why we're even talking 00:25:43.550 --> 00:25:46.170 about all of these, like, factory lab‐made meats 00:25:46.170 --> 00:25:47.720 when we have 00:25:47.720 --> 00:25:49.970 other forms of fast food. We got the solution here. 00:25:49.970 --> 00:25:52.600 To me, an American burger is just 00:25:52.600 --> 00:25:54.810 a beefy vada pav. 00:25:54.810 --> 00:25:56.520 ‐ Ray Kroc and the McDonald's brothers, 00:25:56.520 --> 00:25:58.690 that's how. They stole it from India, 00:25:58.690 --> 00:26:01.020 popularized by the Beatles, it all happened. 00:26:06.510 --> 00:26:09.220 What if you just served it as a patty? 00:26:09.220 --> 00:26:12.020 What do you mean? ‐ Less than a golf ball 00:26:12.020 --> 00:26:13.980 and more as a patty. 00:26:13.980 --> 00:26:17.230 ‐ He's literally doing it just like a burger. 00:26:17.230 --> 00:26:19.690 I hope that McDonald's calls this 00:26:19.690 --> 00:26:22.110 the McChang. McChang. 00:26:22.780 --> 00:26:24.360 Like, I'm not trying to be 00:26:24.360 --> 00:26:25.820 disrespectful at all. 00:26:25.820 --> 00:26:28.330 I just love potatoes, and I love cheese. I love vada pav. 00:26:28.330 --> 00:26:30.080 We're talking about all these burgers. 00:26:30.080 --> 00:26:32.580 That looks amazing! Oh shit. 00:26:38.960 --> 00:26:41.250 It's so good though! Hurts so good, huh? 00:26:41.250 --> 00:26:44.260 I'm sweating bullets from the heat! 00:26:44.260 --> 00:26:45.630 Modern companies 00:26:45.630 --> 00:26:47.800 are trying to come up with a new technology to replace beef. 00:26:47.800 --> 00:26:50.560 Yep. This is, like, turning to 00:26:50.560 --> 00:26:52.720 an even more ancient technology. 00:26:52.720 --> 00:26:54.850 This is turning to the *' potato. 00:26:57.810 --> 00:27:00.730 I have now come to a place where 00:27:00.730 --> 00:27:02.730 we need to eat less meat, 00:27:02.730 --> 00:27:04.950 it needs to be something that should be celebrated over, 00:27:04.950 --> 00:27:07.200 that is coming from people 00:27:07.200 --> 00:27:09.490 that are growing it the right way. 00:27:09.490 --> 00:27:11.620 But also, there's a lot of things that are delicious 00:27:11.620 --> 00:27:13.200 that are not meat. 00:27:13.200 --> 00:27:15.620 We just need to be open to change 00:27:15.620 --> 00:27:17.290 and open to deliciousness 00:27:17.290 --> 00:27:18.790 and open to what else is out there. 00:27:19.670 --> 00:27:20.700 Double‐double. 00:27:20.990 --> 00:27:22.910 Just keep taking bites, Dave. Ah... 00:27:24.660 --> 00:27:27.040 ‐ Dave! 00:27:28.360 --> 00:27:31.780 This is the Aussie Burger. It's called a burger with the lot. 00:27:31.780 --> 00:27:33.860 Fried egg, Canadian bacon, 00:27:33.860 --> 00:27:36.030 beetroot, believe pineapple is in there. 00:27:36.030 --> 00:27:37.660 I pissed off all of Australia when I said 00:27:37.660 --> 00:27:39.910 they ruined the burger because of beetroot. 00:27:39.910 --> 00:27:41.370 ‐ 'Cause of this? Yeah. 00:27:41.370 --> 00:27:43.410 But you can't put beets on a burger. 00:27:43.410 --> 00:27:44.870 I wanna try it. 00:27:44.870 --> 00:27:46.830 ‐ You don't even have to cut it because no one else... 00:27:46.830 --> 00:27:48.500 ‐ I'm good, I'm good, I'm good.