It’s no secret that plant-based foods and alternative meats have been soaring in popularity in recent years. On today’s McKinsey on Startups podcast, we learn more about this dynamic entrepreneurial sector in a guest episode from The Venture, the podcast on business building from Leap by McKinsey. Earlier this year, McKinsey’s Andrew Roth spoke to Eat Just CEO and cofounder Josh Tetrick. Founded in 2011, Eat Just has been a pioneer in the sector, producing eggs using mung beans and cultivated meat made from animal cells. Tetrick talks about his ambitions to transform conventional meat production, his understanding of consumer preferences and purchasing behavior, and getting the timing—and technology—right to reach scale.