Navigating Brand Identity and Consumer Mindsets in the Food Industry

Peter McGuinness, CEO of Impossible, is leading the company in its goal to produce sustainable meat-replacement products. Over the course of his over 30-year career, including leadership roles at McCann Erickson, DBB, and Chobani—which he grew to the No. 1 yogurt brand in the U.S.—he has driven profits and transformed brands.  
In this fireside chat, McGuinness discusses remaining persistent and learning from his mistakes as he leads Impossible’s mission to reduce the amount of meat people eat with food that is delicious, nutritious, and accessible. The session concludes with an audience Q&A.

• This talk at the Haas School of Business was originally live streamed on May 1, 2025.
• Read more about the UC Berkeley Haas Dean's Speaker Series and upcoming speakers.
• Read more about the Haas School of Business.
• Read the full transcript here.