The Se of Impossible Foods

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Peter mc ginnis, president and chief operating officer of impossible foods. He joined the company just a few months ago after 10 years at trevawny. Says plant-based food can help reverse climate change with less land use for agriculture. Also better for you as it has zero calestral and zero transfat; does amazing things for planet in terms of water and greenhouse gases.

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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