A Meat-Free World By 2035 Is ‘Totally Doable’, Says Impossible CEO

'I was confident that we would succeed when I launched this company, and now I'm completely confident. It's game over for the incumbent industry...'


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impossible foods meat-free burgers 'It's game over for the incumbent industry – they just don't realize it yet' - Media Credit: Impossible Foods

Impossible Foods CEO Patrick Brown has declared it is ‘totally doable’ for society to be living in a ‘meat-free world’ by 2035.

The entrepreneur made the comment when being interviewed by Business Food Writer Laura Reiley at the 2020 Web Summit.

‘We’re dead serious’

According to an online statement, Brown said: “Our mission is to completely replace the use of animals as a food technology by 2035. We’re dead serious about it and we believe it’s doable…”

I was confident that we would succeed when I launched this company, and now I’m completely confident. It’s game over for the incumbent industry – they just don’t realize it yet.”

‘Sustainability is just a bonus’

“By far, the biggest factor in climate change and the collapse of global biodiversity is the use of animals as a food technology. Nothing comes close.

“We have to get rid of it. It’s much more important than replacing fossil fuels in terms of benefits for the world.”

Brown added that those who ‘don’t care about climate change’ will still see the appeal in the brand’s plant-based products because they’re ‘delicious, affordable and convenient’ and offer ‘nutritional value’.

He added: “Sustainability is just a bonus.”

Impossible Milk

Earlier this year, Impossible Foods revealed it is working on developing a vegan alternative to cow’s milk.

The milk does not yet have a name or release date (though some reports are predicting it will be called Impossible Milk).

According to Impossible Foods, the product is not necessarily an alternative to plant milks, but rather aimed at consumers who prefer cow’s milk. The product will offer the same flavor, mouthfeel, applications, and texture, but without involving cows.

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