In San Francisco, where so many food trends start, fake chicken is flying out the door. At Whole Foods in the Haight-Ashbury, a week's supply of the new meat-substitute, called Beyond Meat, sold out in two days. Nor was that an isolated case. Other Whole Foods in the city are reporting the same phenomenon. "We're a little taken aback," says the
chain's Northern California coordinator for prepared foods, Mathew Mestemacher. "The response is overwhelming."