A listener note as we get started. As we close out 2025, we're taking a look at some big consumer

trends like Americans' still insatiable hunger for protein, especially meat, and just how much

tastes have soured on the fake stuff. You know, it wasn't that long ago that beyond meat and

impossible foods looked like brilliant bets to investors. Climate and health-conscious consumers

were spreading the gospel of these brands' innovations far and wide, and it seemed like

plant-based foods were fully entering the mainstream. But now, Beyond Meat's stock has fallen more than 95%

from its peak, and Impossible Foods has weathered multiple rounds of layoffs.

In fact, Beyond Meat's stock briefly did rally this October when it became a meme stock,

but that shine certainly didn't stick.

We're revisiting this business war's season to look back both at the company's meteoric rises,

but their fierce rivalry, too, and how they set out to up-in. visiting this business war season to look back both at the company's meteoric rises, but

their fierce rivalry, too, and how they set out to upend the meat industry.

It's June 2024 in New York City. In his office on bustling 5th Avenue, George Shea fiddles with his smartphone.

The thin gray-haired 59-year-old is the Commissioner of Major League Eating, the world's biggest competitive eating league.

And right now, he's sick to his stomach.

Shea searches his phone for a video he hopes will make him feel better.

He calls up one showing last year's Nathan's famous international hot dog eating contest on

Coney Island. In the video, Shea himself dramatically introduces the defending champion of the

hot dog eating contest, Joey Chestnut. And the guards shine down on us still.

Because of him alone.

Because of him alone.

The Nathan's famous 4th of July champion of the world.

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