Can plants replace chicken and eggs? Food-tech startups are bringing Silicon Valley-style innovation скачать в хорошем качестве

Can plants replace chicken and eggs? Food-tech startups are bringing Silicon Valley-style innovation

(9 Dec 2013) FOR CLEAN VERSION SEE STORY NUMBER: apus002216 VOICE OVER SCRIPT: THEY MAY LOOK LIKE THE EGGS YOU HAD FOR BREAKFAST. BUT THIS PAN-FRIED SCRAMBLE DIDN'T COME FROM A CHICKEN. SOUNDBITE (English) Josh Tetrick/CEO, Hampton Creek Foods: "Our approach is to use plants that are much more sustainable --less greenhouse gas emissions, less water, no animal involved and a whole lot more affordable -- to create a better food system." HAMPTON CREEK FOODS IS AMONG A NEW CROP OF SILICON VALLEY-STYLE STARTUPS THAT WANT TO CHANGE THE WAY WE EAT. AND IT HAS THE BACKING OF TECH INVESTORS LIKE BILL GATES. SOUNDBITE (English) Josh Tetrick/CEO, Hampton Creek Foods: "Food probably more than any other system is really craving innovation. It's hyper inefficient. It's degrading to the environment. And this is a massive market." THE COMPANY HAS ANALYZED 15-HUNDRED PLANTS FROM 60 COUNTRIES -- TESTING THEM FOR THEIR EGG-LIKE PROPERTIES. ITS FIRST PRODUCT IS A VEGAN MAYONNAISE NOW SOLD AT WHOLE FOODS. AND IT'S PREPARING TO SELL EGG-FREE COOKIE-DOUGH THAT CAN BE EATEN RAW OR BAKED. SOUNDBITE (English) Chris Jones/Culinary Director, Hampton Creek Foods: "How many people wake up and scramble an egg? They know that taste. They know that texture. If it's going to be off, they're not going to accept it. So it's very important that everything we create is right on point with that or better." EXPERTS SAY REPLACING EGGS AND MEAT WITH PLANTS WOULD BE GOOD FOR HUMAN HEALTH AND THE ENVIRONMENT. BUT THE IDEA COULD BE HARD TO DIGEST FOR SOME. SOUNDBITE (English) Claire Kremen/Co-director, UC Berkeley Food Institute "I think the biggest challenge is that people who consume a lot of meat really like meat. And to convince them to try something different may be extremely difficult." THAT'S JUST WHAT THIS SOUTHERN CALIFORNIA COMPANY IS TRYING TO DO. BEYOND MEAT SELLS STRIPS THAT HAVE THE TASTE AND TEXTURE OF CHICKEN BUT ARE MADE FROM PLANTS. IT'S NOW WORKING ON A PRODUCT THAT MIMICS BEEF. SOUNDBITE (English) Ethan Brown/CEO, Beyond Meat: "It can fit in a vegan's diet. It can fit in a carnivore's diet. We're trying to appeal to the full range of consumers who are making some shift toward healthier protein." A SHIFT THAT COULD CRACK THE FOOD MARKET WIDE OPEN. TERRY CHEA, ASSOCIATED PRESS, SAN FRANCISCO Find out more about AP Archive: http://www.aparchive.com/HowWeWork Twitter:   / ap_archive   Facebook:   / aparchives   ​​ Instagram:   / apnews   You can license this story through AP Archive: http://www.aparchive.com/metadata/you...