This is made from three ingredients beets, barley, corn, and so it actually cooks up like hamburger meat, looks and tastes like hamburger meat, and not only that, but it's basically removing the cow from the equation.

A devastating economic blow occurred in the mid nineteenth century, when Europe learned to produce sugar from a temperate zone crop, beets, rather than from tropical sugar cane. World sugar prices collapsed, and Haiti fell into deeper disarray.

So the cow, basically, eats three basic things in their feed corn, beets, and barley, and so what I do is I actually challenge my staff with these crazy, wild ideas. Can we take what the cow eats, remove the cow, and then make some hamburgers out of that?