Reading Time: < 1 minute The patties launched in Kroger last week (Photo: Impossible Foods)
Reading Time: < 1 minute

The launch of the Impossible Burger in Kroger – the biggest grocery chain in the U.S – could help hasten the demise of factory farming, according to an expert.

Joe Loria is Meat Reduction Manager at animal protect organization World Animal Protection US. He said the launch of the plant-based patties in 2,000 stores across the nation last week could have a significant impact.

Factory farming

He told Plant Based News that customers in the United States – one of the countries that eats the most meat – have the ‘opportunity to easily reduce their meat consumption and lower the overall demand for factory-farmed meat’ now the patties are available in Kroger.

Loria added: “By offering humane and sustainable proteins, World Animal Protection expects that factory farms can start being phased out, creating a shift towards farming practices that are better for the planet and kinder to animals.

“Meat reduction has the potential to put an end to many cruel industrial farming practices, such as extreme confinement, the overuse of antibiotics, and brutal mutilations.”

Impossible Burger in stores

Earlier this month, Impossible Foods debuted the patty in more than 2,000 Walmart stores, which Forbes describes as America’s ‘biggest meat seller’. The patty is now sold in more than 8,000 retail outlets across the U.S, including Trader Joe’s and Publix.

Speaking about the launch, Impossible Foods CEO and Founder Dr. Patrick Brown said: “Impossible Foods’ goal is to make the global food system sustainable. To do that, Impossible Burger has to be available everywhere people shop for meat.

“More Americans buy meat for their families at Walmart than anywhere else. We’re confident that once Walmart customers try Impossible, they’ll become enthusiastic advocates of our products and our mission.”

Maria Chiorando

Maria is a news and features writer for Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. She was previously the editor of Plant Based News for over 3 years.