 Sandhya Sriram, the CEO, is targeting Asia, home to half a billion Buddhists, many of whom believe it's a virtue to abstain from meat. Add to that a billion Hindus, many of whom avoid not just beef, but all meat. For me personally, as a vegetarian, I wouldn't label this as vegetarian or vegan because it is meat. It's just slaughter-free meat. So I eat it without guilt.