Emissions from livestock account for 13-18% of greenhouse gas emissions and a staggering third of the planet’s land is used to raise livestock. In 2009, he embarked on an 18-month sabbatical with one mission: figure out how to eliminate the meat industry, which he’d determined to be the world’s most devastating environmental problem.ĭetermining the single biggest entity ruining our planet is a tough one, but meat production is certainly competitive. Impossible Foods CEO and founder Pat Brown spent most of his career as a professor at Stanford University, well known as a pioneer in gene mapping. Just like the burger, the company’s pitch is that, unlike most plant-based milks, the Impossible milk will “look, act and taste” just like cow’s milk. Last month, Impossible Foods said the company will be bringing on a team of more than 100 scientists to develop a dairy-free milk product. Flushed with cash, the company is now hoping to conquer a new market: Milk. Impossible Foods added Impossible Sausage to its inventory this summer. In March, Impossible Foods raised $500 million - the largest investment sum ever for a food tech startup - then brought in another $200 million in an August funding round, bringing its total funding up to $1.5 billion. “This is a peak moment for trial potential among regular meat eaters,” Pat Brown, Impossible Foods’s chief executive, told Wall Street Journa l. ![]() There’s also a growing awareness about the general disease risk of animal factory farming. Given the reality that the pandemic reportedly started in an animal market and reports of Covid-19-infested meat-packing plants, shoppers also may have felt queasy about picking out beef and chicken. Faux meat sales increased 264% in the nine week period ending May 2, as the pandemic caused meat shortages and price spikes as meat plants shut down. The pandemic has pushed growth trends along. Plant-based meat currently only makes up 2% of packaged meat retail, but that’s certainly poised to change. Impossible Burgers have helped drive plant-based meat sales up 11% over the last year, compared to meat’s 2% gain. The Impossible Burger bleeds, sizzles and tastes just like meat, but its production uses 96% less land, 87% less water and emits 89% less carbon into the atmosphere than a beef hamburger.Īs the company’s products have become commonplace in grocery stores like Walmart and Krogers and fast food chains like Burger King and White Castle, the Impossible Burger has transformed from a novelty to try into a menu staple. ![]() The Redwood, California start-up launched the Impossible Burger in 2016 after years of biotech R&D, with the pitch that this wasn’t your vegan friend’s garden patty. The market is expected to be worth $85 billion by 2030 and if current trends continue, conventional meat consumption will drop 33% by 2040.įew companies have contributed more to the mainstream-ification of plant-based meat than Impossible Foods. We are living in the age of plant-based meat.
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