In South Africa, a country where 'braai' all-day barbecuing is a national pastime, plant-based substitutes are making surprising inroads despite a deep cultural love of meat and hostility from the regulator.
But the popularity of veggie alternatives would have been unthinkable even a decade ago and the market is outstripping forecast growth for meat. South Africans spent $15 billion on meat products in 2018 and is now the world's 9th biggest per capita consumer of beef.
Doubt it.
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