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Having gained valuable experience working at Beyond Meat, Jonah saw the opportunity to begin a new vegan fast food restaurant concept, and together with the family, they conceptualized PLNT Burger. "We want to be a business for 'good.' We want to create a culture of designing businesses that benefit people, that benefit animals and the environment." "And what our mission is at PLNT Burger is to help people transition towards a more plant-based diet, to create a more just and equitable plentiful food system for all, and a healthier planet for future generations." The first PLNT Burger outlet opened in 2019. PLNT Burger is positioned as a “casual-fast food restaurant,” featuring vegan burgers with Beyond Meat vegan burger patties, as well as their own unique creations. Four stores were opened in the first nine-months of operations, riding on the power of Whole Foods Market as a strategic partner location. PLNT Burger keeps all the dishes very affordable to the masses, and has been receiving tons of positive public responses and appraisals. As a young entrepreneur, Jonah shares his strong beliefs and urges the next generation and society as a whole to act now and be the change we wish to see at this urgent time for our planet. Supreme Master Ching Hai: “Gratefully present the Goldman family, founders of Eat the Change and PLNT Burger, the Shining World Compassion Award, with all love, respect, and best wishes for your continued success. May your noble path be paved with God's immense blessings and grace.”
