Alternative protein start-ups have had a very successful 2019. The industry had its first IPO, its first unicorns and a series of new products which have emerged and been developed on the market through various channels, notably grocery stores, food producers and fast food giants. This might lead us to believe that the meat industry was in real danger. But that’s not the case. Global meat consumption is increasing, thanks to a growing middle class, including in wealthy countries, which is able to put more meat on the table.