Whether it’s an advertisement or a neighborhood BBQ, it’s common to hear people associate eating meat with being manly. In general, the food industry has masterfully trained consumers to think that eating meat is a sign of strength and confidence while meat alternatives such as tofu dogs are for the weak. This intense social conditioning makes it a particular challenge for meat substitute manufacturers to relay to consumers that protein doesn’t need to come from a cow, and that you won’t lose your masculinity if you eat faux meat products. To grapple with this problem, companies like Beyond Meat and Impossible Burger are attempting to redefine how we envision traditionally animal-based foods and the role it plays in our lives. Take a look here to see the innovative strategies that these companies are using to take on this giant challenge.