Italian entrepreneur and celebrity Tommy Chiabra has backed plant-based startup Beyond Meat.
Beyond Meat is known for producing vegan patties and sausages that look, smell, taste, and cook like traditional animal meat.
The entrepreneur, who created luxury brokerage company Royal Yacht Brokers, explained his move: "Replacing animal proteins with plant protein sources is a revolution that will work wonders for human health, for the environment, for the conservation of natural resources and for the animals.
"The meat industry has a strong environmental impact. Investing in ethical and environmental causes is one of my commitments as a businessman who looks to the future as an activist.
"For me not only the business, but also making more changes in the world is important."
Chiabra will meet Seth Goldman, Executive President of Beyond Meat, in Milan this summer, to discuss the development of the Californian company in Europe.
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Former CEO of MacDonald Corporation, Don Thompson, has also just fundraised $55 million to finance the research and development of Beyond Meat.
Other investors in the plant-based startup include Biz Stone and Evan Williams, Co-Founders of Twitter, and Tyson Foods, the largest meat producer in the US.
The Beyond Burger is currently featured in the menu of over 4,000 restaurants in the US, and sold in retailers next to products of animal origin.