35. How Beyond Meat Won the Meat Case With Chuck Muth, Beyond Meat

35. If you're waiting for permission to disrupt a category, you'll never earn shelf space. Beyond Meat didn't ask to sit in frozen—they redefined the meat case.  In this powerful conversation with Chuck Muth, Chief Growth Officer at Beyond Meat, we unpack how a mission-driven plant-based brand earned placement inside the fresh meat department—without planograms, without buying space, and without competing on price. We explore how social media demand, earned media, and field merchandising helped educate meat managers and retailers on the explosive growth of flexitarian shoppers. We dive into why tasting drives trial, how base sales matter more than repetitive discounts, and why deeper—but less frequent—promotions outperform constant deal cycles. You'll also hear how earned media (billions of impressions), Gen Z demand, and shopper loyalty helped Beyond Meat turn out-of-stocks into proof of velocity. If you want to disrupt your category and build a retail partnership rooted in shared growth, this episode is your blueprint. Get instant access on the show webpage: RetailSolved.com/session35