The COO of Beyond Meat (allegedly) bit a boy’s nose

One of Beyond Meat's top executives was accused of beatings and terrorist threats.  He allegedly attacked someone, biting their nose hard enough to tear the flesh.

Thoughts and prayers for Beyond Meat in this difficult time. The plant-based burger replacement company is currently swimming in fight sauce. Doug Ramsey, Chief Operating Officer of Beyond, has been suspended by the company after being arrested for allegedly biting a man’s nose in a fight. Then there are the growing financial problems of the food disruptor.

Ramsey reportedly had an argument while driving out of a college football game in Fayetteville, Arkansas. According to the police report, the Beyond executive was upset when another car tried to pull into his lane.

The police report states that Ramsey got out of his car, punched through the rear windshield of the offending car, then, when the other driver got out of the vehicle, Ramsey punched him several times. Finally, the report argues that Ramsey also bit the other person’s nose, “tearing the flesh,” according to a representativeort from the Associated Press. Yikes.

The COO was charged with beatings and a terrorist threat, and was released on Sunday with a $ 11,085 bail.

Before heading operations at Beyond Meat, Ramsey spent money 30 years of work for Tyson Foods, the poultry production giant, in various senior roles. There’s a Mike Tyson joke going on here somewhere, but I just can’t get my finger (chicken) into it.

Ramsey’s alleged behavior is inexplicably aggressive and, frankly, disturbing. But maybe that’s how the (terrifying) man responds to stress. Beyond Meat lost more than 85% of its stock value over the past 12 months, dropping from around $ 112 to under $ 17. For reference: Shortly after the company went public in 2019, the stock peaked at nearly $ 235.

In a sad quarterly earnings report last month, Beyond’s prospects also looked bleak. The company revealed that its revenue was down 1.6% and that it had a net loss of $ 97 million, much larger than analysts expected, according to a report from the Associated Press. Among the fiscal difficulties, Beyond Meat announced layoffs or 4% of its workers around the world.

In a call from shareholders, Beyond’s president and CEO Ethan Brown attributed the poor quarterly performance to the current and overall high cost of food that makes consumers less likely to shell out fake meat at a high price. Yet Brown did not refer to the fact that the appetite required for Beyond products it may not be thereeven when it comes to a (relatively) cheap quick meal.

In early August, McDonalds finished its 6-month, 600-restaurant trial of Beyond’s McPlant hamburger in the United States. Note: the McPlant was stationary price above 65% greater than the comparable quarter pound. The fast food chain was experimenting with the plant-based product to see how it would be sold and apparently came up with the “not very good” answer.

In some rural locations, customers only ordered 3-5 McPlants per day. Even in cities like San Francisco, sales of the sandwich were reportedly much lower with respect to the target. Since then there has been no news on whether or not to plan a follow-up study in the United States. However, the company still has pilot products underway with KFCAnd Panda Express.

And Beyond announced on Wednesday a new fast food partnership with Taco Bell. The company is testing Beyond Carne Asada Steak at 50 locations across the Ohio chain. In contrast to McPlant, the company said the new product would be “offered at the same price as Taco Bell’s traditional steak to increase accessibility to plant-based products.”

Photo of Quesadilla

Beyond Meat sent this photo for press to Gizmodo, along with other materials announcing the company’s Taco Bell launch, just two days after COO Doug Ramsey chewed on someone else’s face.
Photo: Beyond the meat

But even Thinking Outside the Bun doesn’t seem to have brought Beyond back on track. The announcement of the fake carne asada only briefly pushed the stock prices up, before they started to fall again. At the time of writing, the shares are hovering around the same price as yesterday’s close.

Overall, it looks like the company could be headed for a full-scale facial implant. Which is a shame, considering the environmental consequences of the sector Beyond Meat is theoretically trying to subvert. Plant-based burgers (and other meat substitutes) they are better for the climate compared to traditional cow-based beef. But beyond mA culture change (and a new executive team) may be needed if the company is to live up to ithighly publicized potential.

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