I may not be the world’s #1 Kim Kardashian fan, but I’ll concede that she is, undeniably, a tastemaker. She’s boosted the profile of latex dresses, butts, and having a pool but not a jacuzzi. When Kim K. decides something is in, it’s in! So it makes sense that Beyond Meat would want her as their Chief Taste Consultant, whatever the heck that means.
What exactly is a Chief Taste Consultant? It’s unclear. But I assume it will involve Kim doing what she always does: talking about stuff until it becomes popular. And this collab is not entirely unprecedented. Over the last few years, the reality star has become a big believer in plant-based foods, and Beyond Meat products were spotted in her fridge during viral Instagram tours of her pantry and kitchen a few years ago, according to The Kitchn. The only change is that now Kim’s Beyond Meat fandom will presumably be rewarded with a mountain of cash. Hey, I also get paid to be a fan of food, so I’m not bitter. Okay, maybe a little bitter. But as much as it pains me to admit, pushing the public towards plant-based alternatives is kind of a noble cause.
However, in the Instagram video announcing her new role, Kim stated that Beyond Meat is “better for you” than regular meat. The science is still out on that claim, but Beyond Meat sure as hell is better for the environment (and science agrees).
So, hey, maybe I’ll give Kim Kardashian the benefit of the doubt and assume “Chief Taste Consultant” is a real job that involves real work, such as deciding which Beyond Meat products get to come to market and which don’t. And if that is in fact the case, I applaud her for finally doing a job that even my lil’ pea (protein-based) brain can wrap my head around (get it? That was a Beyond Meat joke).