Plant-based meat replacements have commanded a huge amount of investor and consumer attention in the decade or more since new entrants like Beyond Meat first burst onto the scene. These companies have raised billions of dollars and the industry is now worth at least $20 billion as companies try to bring all the meaty taste of… um… meat… without all of the nasty environmental damage… to supermarket aisles and restaurants around the world. Switching to a plant-based diet is probably the single most meaningful contribution a person can make to reducing their personal greenhouse gas emissions (without buying an electric vehicle or throwing solar panels on their roof). The problem that continues to bedevil the industry is that there remains a pretty big chasm between the taste of these meat replacements and actual meat, no matter how many advancements startups notch in making better proteins or new additives like Impossible Foods’ heme.