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.

27:05

Episode guests

Peter McGuinness

AI Chapters

Episode notes

Intro

4min

Leading the Plant-Based Revolution

12min

Plant-Based Futures Amid Rising Prices

6min

Navigating Brand Identity and Generation Z

8min

Innovative Employee Benefits and Workplace Culture

2min

Celebrating Innovation: Masters of Scale Business Awards Promotion

2min

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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