In a bold move that reflects both the resilience and conviction of the plant-based meat industry, Beyond Meat has announced a forthcoming documentary titled Planting Change, set to premiere next week. In a teaser shared via LinkedIn, Beyond previewed the film with the powerful message: “We’re setting the record straight.” 

The trailer hints at the documentary’s core theme—exposing the mounting pressure and misinformation campaigns the plant-based meat industry has faced in recent years, particularly from entrenched interests within traditional animal agriculture. For industry professionals and stakeholders across retail, foodservice, and investment, this film is poised to be a must-watch moment of reflection, education, and rallying. 

A Movement Under Fire 

Since Beyond Meat and other pioneers helped catapult plant-based meat into the mainstream between 2018 and 2019, the category has faced intense scrutiny. What began as a surge of curiosity and optimism gave way to a wave of pushback—from media headlines calling plant-based meat “overhyped,” to coordinated campaigns framing the products as “ultra-processed” or unnatural. 

This is not a new story in the food industry. From “Got Milk?” to “Beef. It’s What’s for Dinner,” legacy industries have historically relied on aggressive, often state-funded marketing tactics to solidify their dominance and shape consumer perception. These narratives have long favored tradition over transformation, often blurring the line between education and propaganda. 

Now, Planting Change is positioning itself as a counternarrative—one that not only addresses the criticisms, but also reframes the conversation around what it means to reimagine our food system for health, sustainability, and compassion. 

More Than a Brand Message—A Rallying Cry 

While Beyond Meat is the name behind the film, the story being told is bigger than any one brand. It’s the story of a new food movement facing growing pains and resistance—not because it’s failing, but because it’s working. Because change, especially at the scale of global food systems, will always be met with friction. 

The upcoming release of Planting Change offers a timely opportunity for the plant-based food industry to come together and speak with a more unified voice. One that embraces nuance, invites inclusivity, and doesn’t shy away from tough conversations. The future of plant-based food isn’t about being perfect—it’s about being persistent, passionate, and clear about the value we offer: food that is joyful, abundant, and better for people and planet. 

We encourage industry leaders, buyers, chefs, and entrepreneurs to tune in—not just to watch, but to help amplify a message that could shift the tide.