The Better Meat

About The Better Meat

Founded in 2018, The Better Meat Co. operates as a business-to-business ingredient supplier at the intersection of food technology and sustainability. The company was co-founded by Paul Shapiro, who serves as CEO, and Joanna Bromley. Shapiro's background as an author on food sustainability and a nonprofit executive focused on animal welfare deeply informs the company's mission to reduce the environmental impact of the meat industry. He transitioned from advocating for policy change to creating technological solutions, believing innovation could more rapidly address the sustainability crisis.

The company's core business revolves around producing mycoprotein ingredients through a specialized fermentation process. This process converts simple agricultural inputs, like potatoes and sorghum, into a whole-food ingredient with a meat-like texture in a matter of hours. The Better Meat Co. markets this primary product, named Rhiza™, to food manufacturers and meat processors. These clients use the ingredient to create fully animal-free meat products or to produce hybrid items, where a portion of the animal meat is replaced with mycoprotein. This business model generates revenue by supplying these ingredients directly to other companies, rather than creating its own consumer-facing brands.

Rhiza™ is a versatile, shelf-stable mycoprotein derived from the filamentous root structure of fungi, specifically *Neurospora crassa*, a strain with a history of safe consumption in Asian cuisine. Nutritionally, it is positioned as a compelling alternative, containing more protein than eggs, more iron than beef, and being a rich source of fiber, all while being free of cholesterol and common allergens. The ingredient's primary benefit is its ability to blend seamlessly into ground meats to improve nutrition, enhance yield, and lower costs for manufacturers, or to serve as a standalone base for meat analogs. The company has secured significant partnerships with major food industry players, including Perdue Farms, Hormel Foods, and Maple Leaf Foods, to incorporate its ingredients into new and existing product lines. Having received GRAS status from the FDA and regulatory approval in Singapore, the company is scaling its production to meet demand.