Impossible Foods has unveiled an Impossible Pork product, but Indiana pork producers are not happy with the name.
A few months ago John Hardin stopped by a Burger King to try the Impossible Whopper for the first time. The plant-based burger patty on the Whopper sandwich had been lab engineered to mimic the taste and appearance of beef, and its soaring popularity last year created a national shortage.
About a year after Redwood, California-based Impossible Foods rolled out the Impossible Burger 2.0 in January 2019, the company introduced its newest plant-based product, Impossible Pork, at the international Consumer Electronics Show in Las Vegas. Impossible Foods aims to disrupt that process. The company's mission minces no words: eliminate the use of animals as a food source by 2035. In the place of animals, the company wants to see meat derived from alternative sources such as plants via processes that have less of an environmental impact.
Kovich and Hardin, the Indiana pork farmer, said consumers will decide whether Impossible Pork is a menu option they want to eat, but they are concerned about consumer confusion. Pork producers aren't the only industry to challenge how companies label the packaging of imitations products. Cattle and dairy farmers have sought to codify, via federal regulations, what can be called"beef" and"milk."
plant-based meat alternatives. Under the standards, packaging could have references to animal meat as well as qualifiers that indicate the product is not derived from an animal. Impossible Foods is expected to make Impossible Pork, which can be charbroiled, sauteed, baked and grilled, available to consumers later this year. The company also unveiled Impossible Sausage at CES, a version of the pork with a bit of spice. That product has debuted exclusively at Burger King.
The rising popularity of meat alternatives hasn't affected his day-to-day operations, but a growing public interest in animal welfare and the environment has led to changes in how some pork producers raise their livestock, he said.
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