True, but it&#x27;s still 2x the grass fed beef we buy. Maybe the premium is due to the Whole Paycheck effect, but if they can&#x27;t get the price competitive with moderately premium priced animal protein, they&#x27;ll have a tough time replacing&#x2F;displacing it.<p>And I&#x27;m not especially food price sensitive. Other people are absolutely (and rightly) going to compare it to corn&#x2F;grain-fed beef.