Business Wars Beyond Meat vs Impossible Burger | Beefing Up, Chowing Down | 3
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Oct 30, 2024 In 2019, the fierce rivalry between plant-based meat giants intensifies as they respond to criticisms from the beef industry. Tensions rise with an aggressive Super Bowl ad campaign, showcasing the battle for market dominance. Internal struggles surface at Impossible Foods as leaders clash over rapid growth strategies. Meanwhile, Beyond Meat faces financial hurdles and seeks partnerships with major fast-food chains. Amid rising consumer demand, both companies navigate misinformation and shift their marketing tactics to capture overwhelmed consumers.
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Pat Brown's Priorities
- Pat Brown, Impossible Foods founder, prioritized lab work over employee reviews.
- He championed aggressive growth and a mission to dismantle the meat industry.
Ethan Brown's Critique of Impossible Foods
- Ethan Brown, Beyond Meat CEO, highlighted Beyond Meat's use of pea protein and avoidance of soy and GMOs.
- He questioned Impossible Foods' financial stability given its need to explain heme.
Impossible Burger's Retail Success
- Impossible Burger's retail debut saw unexpectedly high demand, becoming a top-selling item at Gelson's.
- This success attracted the attention of the Center for Consumer Freedom, a group critical of plant-based meats.