The Impossible Scale Journey

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Ginn talks about the difference between being an activist brand and an active brand. What prompted him to take a public stance on rove wade. He says that if you're running a values based business, you need to wade into society. At the same time, he stresses importance of business fundamentals in achieving both values based and business based goals.

What’s the difference between an activist brand and an active brand? Impossible Foods CEO Peter McGuinness says that acting on your values defines a business — from climate change to Roe v. Wade. To unleash the next wave of growth for plant-based meat purveyor Impossible, McGuiness is rethinking how the whole category presents itself, taking aim at what he calls “safe and lame” approaches, partnering with the likes of Billie Eilish, and targeting the $1.4 trillion global meat industry.

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