Dean’s Speaker Series Reimagining Meat: Peter McGuinness on Leading Impossible Foods and Transforming Brands
14 snips
May 13, 2025 
Peter McGuinness, CEO of Impossible Foods, has over 30 years of experience transforming brands in the food industry. In this insightful discussion, he shares his journey from advertising to sustainable food innovation. McGuinness emphasizes the importance of persistence and learning from mistakes while navigating the challenges of marketing plant-based products. He addresses consumer misconceptions, the significance of nutrient density, and strategies for appealing to traditional meat eaters. Ultimately, he highlights the balance between sustainability and profitability in the evolving food landscape.
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Mission Requires A Real Business
- A sustainable mission requires a sustainable business; one cannot exist effectively without the other.
- The stronger the business, the more positive impact the company can deliver in the world.
From Accounts Payable To CEO
- Peter began at McCann Erickson in accounts payable and felt initially judged unfit for account management.
- He persisted and rose to become the youngest VP then CEO at the agency, underscoring persistence over resistance.
Prioritize Demand Creation
- Focus on demand creation: position products and communicate value to grow the business.
- If a business isn't growing, the leadership must treat that as the core problem to solve.