Second (or third, maybe fourth) mover advantage

As the alt-meat industry, in all its forms, has matured, a significant shift has occurred in the business. Typical of most industry sectors experiencing a white-hot growth cycle, growth has plateaued, or dipped, and products and brands that sped into market on the strength of a concept — or a good "story" — are foundering.

As part of Alt-Meat's recent…