At many supermarket, you’ll pay anywhere from $3 to $8 for a pound of hamburger.

Usually, you’re paying under $5/lb.– we’re discussing hamburger here, not prime rib.

It’s quite unusual to pay the greater end of that spectrum, even here in New york city City. I needed to call the fanciest butcher store in Brooklyn, The Meat Hook, which prides itself on being a more labor-intensive whole-animal butchery, to discover hamburger that costs $8 a pound.

That’s why I was so stunned to learn that Difficult Foods, which intends to change beef with its own vegetarian beef alternative, is offering less than a pound of its ground “meat”– 12 ounces– for $9.

A Difficult Foods hamburger I made in your home, and after that adoringly photographed in the afternoon sunshine.
Ben Gilbert/Business Expert

That’s a quite plain contrast to the $3 you might spend for 16 oz. (1 pound.) of hamburger.

For some folks, the high rate deserves it. “Thankfully, we have more need than we can manage at our existing rate,” Difficult Foods CEO Pat Brown informed me throughout a Difficult Foods occasion in New york city City on Thursday.

Difficult’s just using its vegetable beef in a handful of local grocery store chains to begin, prior to increase to nationwide chains and, the business hopes, broadening globally. It is among the initial steps in Difficult’s strategy to lower expense, expand accessibility, and persuade the public that its variation of vegetable beef is a much better alternative than hamburger.

Learn More: I prepared 4 Difficult Hamburgers in your home, and it felt bizarrely familiar– these are the very best and worst parts of the experience

“We’re scaling up today from small to huge,” Brown stated. “And it’s just when we get to a larger scale when we understand the benefits of our procedure. Our objective is to get our rates budget friendly to everyone worldwide, not simply even in the United States however in the establishing world, as quick as we potentially can. However it does not occur immediately, and we can’t offer our items at a loss if we wish to remain in service.”

As Difficult’s “meat” ends up being more popular, its rate needs to alike reduce as its makers feel more of the monetary advantages of the business’s more eco-friendly technique to food development. It’s an affordable strategy, however– in the meantime– it makes Difficult’s meat replacement tough to recommend for many people.