Impossible’s Intriguing Inclination

Impossible.jpgMeatless is not even a concept yet for some, but we’re working on that. Many of us contributing on this platform have already started taking it seriously even if not totally converted–reducing meat consumption rather than going all out vegetarian, let alone vegan–for all kinds of good reasons.

We have already expressed our interest as best we can without having yet tasted one of these, but thanks to this Guardian review we are now a step closer to the impossible. We do not need to have tasted it to have high expectations and hopes to match the ambitions of the company:

Impossible Foods is on the cusp of big things. But as the company lines up its first burger chain, it still needs to show it can convert the meat-loving masses

by Ucilia Wang

I sat down to have my first Impossible Burger, the plant-based meat substitute that has received a lot of press and nice reviews from high profile chefs and their customers. My burger, topped with caramelized onion, dill pickles, lettuce and a special sauce, was cooked medium rare. It looked like a conventional burger, complete with the pinkish ‘meat’ in the middle. It was hard to tell the difference when I bit into the burger and washed it down with a milkshake.

I was at Bareburger near New York University yesterday to hear executives from Impossible Foods announcing their first restaurant chain. It’s a big deal for the Silicon Valley company, which only launched its first product, the Impossible Burger, last year and focused its initial publicity blitz around teaming up with trendy restaurants in New York City, San Francisco and Los Angeles.

I didn’t try the burger only for its novelty. I wanted to know how the Silicon Valley company will grow and reach its social mission: convincing meat lovers that they can ditch carbon-intensive meat without giving up their favorite comfort foods. Certainly, no companies that make imitation meat so far have succeeded.

There’s no shortage of research and media coverage warning the public of the environmental danger of producing and eating meat, from the amount of water and energy needed to the rise of antibiotic-resistant bacteria. But don’t think all the scary statistics will make vegetarians out of the masses. Thanks to cheaper production costs, beef consumption is forecast to grow 11.7% and pork 10.3% from 2016 to 2025 nationwide, according to the US Department of Agriculture.

Impossible Foods has raised $182m since its 2011 inception. Its investors include Khosla Ventures, Google Ventures and Bill Gates. Some of the $108m it raised in 2015 is going into a new factory in Oakland, California, that the company plans to open later this month…

Read the whole article here.

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