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Impossible is a fast rising purveyor of plant baste meat. Impossible as to remake the calculus of climate change by weaning the world off of animal meat. Peter talks about the lapses that have plagued the plant base category and how branding fundamentals can reset expectations.

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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