Following a sharp decline in sales of plant-based alternatives to real meat, Beyond Meat Inc., a pioneer in the category is applying a desperation strategy concentrating on retail sales through four major chains comprising traditional supermarkets and wholesale club warehouses.
Reversing the departure in executives, the company has hired Akerho Oghoghomeh recently affiliated with the Red Bull brand, to lead marketing efforts. This might seem an exercise in futility as the trajectory in financial data suggests either bankruptcy in the near future or a massive infusion of working capital to survive.
Beyond Meat has traded over 52 weeks from $64.59 down to $11.03 with a 50-day moving average of $14.56. On July 1st 2019 BYND closed at $196.51. Trailing twelve month operating margin was -76 percent and profit margin -86 percent with a return on equity of -1,167. Revenues are declining and 35 percent of the outstanding shares are short.