Meat industry beware:Impossible Foods CEO Patrick Brown believes that plant-based products will soon replace animal products.

The Meat Industry Has A Big Rival in Plant-Based Food

Impossible Foods, a company that specializes in creating meat alternatives using plant-based food, believes they’re giving the meat industry a serious run for its money.

Patrick Brown, the CEO of the company, spoke about the ongoing transformation of the food industry in an interview with CNBC. He believes that animal-based products will be completely replaced by plant-based food in less than 20 years. 

Brown sees this as a result of the rising popularity of healthier diets among the general population.

“From a nutritional standpoint our products match the protein quality and content of the animal products that they replace,” Brown explained and added that their products are “a clear winner from a health and nutrition standpoint.”

“This is why I think people are increasingly aware plant-based products are going to completely replace the animal-based products in the food world within the next 15 years. That’s our mission. That transformation is inevitable.”

The company has recently made a deal with Starbucks, which will begin offering the Impossible Breakfast Sandwich containing plant-based meat at many of its stores in the US.

This is a step in the right direction for Impossible Foods, as the Starbucks partnership will put them on the map for a large and young consumer base open to plant-based foods.

“Starbucks was one of our — if not the top — targeted outlet, just because of the power of their brand and their ubiquity. It’s just a great opportunity for exposure and trial,” Brown said.

The CEO added that the partnership is “huge for us. It’s by far — in terms of the number of outlets — by far the biggest launch we’ve had and, of course, the opportunity to partner with an iconic global brand like Starbucks is probably equally important in just raising awareness and interest and trial in consumers.”
Apart from Starbucks, Impossible Foods products can be found at chain restaurants such as Red Robin, Burger King, and White Castle.