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Meatless burger that bleeds beet juice sells out in an hour at its Whole Foods debut

It was the steak dinners, Ethan Brown says, that changed his life. He had embarked on a career in the clean energy industry, a path befitting an environmentalist out to save the world. But the incongruity he perceived among his colleagues, who would lament environmental problems while eating beef, pushed Brown — a vegetarian since the age of 18 — in a different direction.

"We would go to conferences and sit there wringing our hands over all these [energy] issues, and then we'd go to dinner and people would order huge steaks," Brown told Popular Science in 2013.

Brown left the energy industry and founded a startup called Beyond Meat in 2009, building on...