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\\u201cVegan 1.0 Didn\'t get us where we needed to go. It didn\'t turn enough of the country on, it didn\'t turn enough young people on, didn\'t make it into\\u2026 the mainstream in the way they wanted it to. \\u2026it was kind of pushed to the edge and marginalized and it was weird, the food was good, but not great and not accessible or kid-friendly.

\\u2026 I didn\'t think that was the way to capture the 97% of the world or the country that doesn\'t identify as vegan who would otherwise, maybe try it once in a while, but not really make a change. Where Vegan 2.0 is specifically designed to expand the tent to the 97%..\\u201d \\u2013 Adam Weiss

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Adam Weiss is the CEO and director of Honeybee Burger, a plant-based fast-food restaurant with locations in Southern California, and more coming soon to other parts of the country, including New York City (hooray!).

Honeybee\\u2019s mission is to promote the benefits of plant-based food on the environment, the planet, and the animals with the most delicious food and the best plant-based proteins on the market. And, it\\u2019s working - they were just named the best vegan burger in Los Angeles by Veg News.

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Before entering the plant-based space, Adam had a long career in finance, and I was very curious to know how he went from hedge fund guy to vegan restaurant guy.

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\\u201cWhen people come in and they\'re going to get a cheeseburger, fries and a shake, which is our most common order, it\\u2019s not so much that they don\'t care about their health, but they know, \\u201cokay I\'m about to indulge here.\\u201d

We just give them a tiny bit of good feeling, like, you know what, \\u201cyou\'re indulging, you\\u2019re going to pack on some calories, but no animals will die, you\'re making an impact on the future, and ultimately it\'s probably better for the environment than if you didn\'t do it\\u2026\\u201d And that resonates with consumers today unlike any time in history.\\u201d \\u2013 Adam Weiss

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Links:

Honeybee Burger https://honeybeeburger.com/

Instagram https://www.instagram.com/honeybeeburger/