We want to take some of that one point four trillion dollar opportunity away from the animal products. We've almost done no paid advertising up until now. And i think it is time to introduce the world to impossible foods. Also, sampling food tastes great in many ways.
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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