The CEO of Impossible Foods says he appreciates the plant-based burger craze, but only because it's helping him fight climate change. Presented by BASF
By all means, Impossible Foods is doing well. It just raised $300 million at a $2 billion valuation, has its plant-based Impossible Burger in more than 7,000 restaurants worldwide, and will soon be in all Burger King locations across the United States .
The problem that we're trying to solve is huge. The animal-based food industry is large by any measure: In 10 years, the animal-based foods market is projected to be more than $3 trillion. Clearly, it would not make sense for us to basically say,"No, we have to do this all ourselves." It doesn't automatically follow that if they had not bought our product, they would have bought the cow version, but we also have separate data from consumer intercepts and so forth that suggests that that's often the case.
And this is not just some flaky notion that I have. Pretty much every environmental scientist that has looked at this on a global scale has come to the conclusion that this is by far the most environmentally destructive industry on the planet, and that it bears most of the responsibility for the worst environmental catastrophe that we have ever brought on ourselves. It's driven by the growing demand for these products.
So, we're not asking them to cut us some breaks because we're trying to save the planet. Just go to the store, go to the restaurant, pick a product that you think is going to please you the most based on your current definition of pleasure. Then it's our job at Impossible Foods to figure out how to make a product that outperforms the animal version in the way that matters to consumers.
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