We’ve talked about the meat substitute industry before, but this story is a little more on the nose than usual. Beyond Meat’s COO, Doug Ramsey, was arrested last week after allegedly biting a man’s nose after the Arkansas game. During a road-rage-fueled altercation, Ramsey was ultimately charged with terroristic threatening and third-degree battery. He has only been Beyond Meat’s COO since December of last year, and the company has already been facing skepticism from investors over lackluster sales. So, how do you spin the story when your vegan-based brand is facing cannibalistic backlash? We can use this as a valuable PR exercise. For starters, at least he went for the body part that is more cartilage than meat. That’s pretty on brand if you ask us.