The plant-based revolution isn’t for everyone
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From the beginning, Brown approached ingredients more cautiously than the tech-obsessed executives at Impossible hell-bent on. Getting consumers comfortable with a meaty-tasting, meat-free burger is enough of a challenge, Brown surmised. Adding GMOs struck him as a bad idea, one he says “unnecessarily burdens” communication with the consumer.
All of that careful positioning failed to make much of an impact, it seems. Bruce Friedrich, Executive Director of the plant-based advocacy group the Good Food Institute, says the public is still struggling to keep these plant-based players straight. “People are constantly talking about the red of the Impossible burger coming from beets or the red of the Beyond burger coming from heme when, of course, it’s the opposite.
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