Mission Impossible: What if Delicious Meat Could Come from Plants?

Impossible Foods, maker of the plant-based Impossible Burger, is transforming the global food system by eliminating the need to use animals to make food. Animal agriculture takes up half the land and a quarter of the freshwater on Earth. Impossible Foods wants to replace conventional meat with plant-based meat, providing a delicious, healthful, and affordable alternative to animal products and restoring and preserving the planet’s ecosystems in the process.

In October 2018 the company joined WIRED Magazine and other Bay Area innovators in marking the 25th anniversary of the magazine at the WIRED 25 Summit. The event celebrated a quarter century of radical change and explored the digital revolution with keynotes and conversation among technology industry leaders past and present. At a private event during the Summit, Impossible Foods highlighted the urgent need to make the food system more resilient and responsive in the face of global climate change, population growth, and endemic poverty and malnutrition. Attendees had the opportunity to try the Impossible Burger, which is not yet in retail but is on the menu at thousands of restaurants across the country.

In November 2018 Impossible Foods traveled to Lisbon to present at the House of Beautiful Business, a playful and intimate gathering where entrepreneurs, innovators, and artists shared a positive vision for technology and humanity and explored more meaningful and beautiful ways of doing business. At the forefront of food tech, Impossible Foods created the Impossible Burger to be a better tasting and more satisfying alternative to meat. The company’s plant-based burger has the added benefit of making a meaningful dent in the world’s global climate goals. If Americans were to replace 50% of the ground beef they consume with plant-based meat, it would remove 45 million metric tons of carbon from the atmosphere (equivalent to taking 11 million cars off the road for a full year), save at least 3.2 trillion gallons of water (equivalent to the annual water usage of 90 million Americans), and free up a land area the size of New England that is currently being used for livestock and their feed.


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