Impossible Foods CEO Patrick Brown on a new kind of meat

So the total amount of land area required to meet the world's protein needs using plants is about half a percent. This year's soybean crop, going on 0.08% of earth’s land area has more than 50% excess protein over all the meat consumed — there's more protein in this year's soybean crop than all the meat consumed global and it's grown on 0.08% of ea... See more

In the course of learning about the flavor, chemistry and textures of meat and so forth, we know quite a lot about the difference between pork and beef. And we know other meats from animals, so to speak, where you set the knobs with respect to the flavor chemistry. And we can navigate that whole space. We can create things that would be unmistakabl... See more

[...] meat, to a meat consumer, is defined by the sensory pleasures, the nutritional value, the cooking behavior, the familiarity, the affordability. And the way it's made is something that they try to think about as little as possible. So what that means is that for us to call our product meat, is actually just reflecting consumer perceptions — if... See more

We have done a lot of consumer research that basically tells us something incredibly important for this whole story: which is that meat lovers love their meat. They're not going to be persuaded to eliminate it from their diet, or even reduce consumption. They are going to keep eating it. They like it because it's delicious, they like it because the... See more

The biggest obstacle to adoption of our product is that people think it will suck. That, fact, was the big reason why we strategically launched, specifically with some of the most globally recognized hard core meat chefs in the world — because the first thing that we needed to do with a sale of our product was to send a signal to the world that a p... See more