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Value (in billions of U.S. dollars) of the beef industry in the U.S., according to the Washington Post. But the “Goliath” beef has met with a new “David.” Climate change, animal welfare, and human health have driven the growth of plant-based meats, an industry that has exploded. In 2018, alternative meats and plant-based protein was a $4.6 billion industry. By 2030, it is expected to be worth $85 billion.