Masters of Scale Rapid Response: Waging a $1.4 trillion food fight, w/Impossible Foods CEO Peter McGuinness
Jul 14, 2022
Peter McGuinness, CEO of Impossible Foods and former Chobani leader, dives into the pivotal role of values in shaping an activist brand. He discusses the shift from yogurt to plant-based meats and the potential for growth in the $1.4 trillion meat industry. McGuinness emphasizes engaging Generation Z and adapting to conscious consumerism. He also highlights innovative employee benefits and how rising meat prices create a perfect opportunity for plant-based alternatives. Join him as he redefines what it means to be relevant in today's market.
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Accidental Conversion
- Peter McGuinness's daughter unknowingly fed him Impossible chicken nuggets for two months.
- This personal experience solidified his belief in the product's taste and potential.
Food's Climate Impact
- Food choices significantly impact climate change, even more than individual actions like recycling.
- Reducing meat consumption, even slightly, can have substantial positive effects on water usage and deforestation.
Authentic Branding
- Focus on authentic brand creation through earned and owned media rather than paid advertising.
- Partner with like-minded individuals who genuinely care about the cause, like Billie Eilish's environmental advocacy.