The Impossible Burger is being served in just a handful of high-end restaurants for now. “This is a big step in the right direction for the veggie burger,” Mr. Another company, Beyond Meat, is also making a plant-based ground beef alternative and is already selling in Whole Foods and other stores. It is part of a new crop of food companies - Soylent, Hampton Creek and Juicero among them - that is aiming to revolutionize the way we eat. Impossible Foods has raised more than $180 million from investors including Google Ventures, UBS and Bill Gates. That, I realized, was something that was fundamentally doable.” “Produce all those same foods, with all the specifications consumers demand, but do it with a much lower environmental footprint, without using animals as the technology. “It is seriously imperiling some of the world’s ecosystems, Mr. The farming, fishing and production of feed for livestock and poultry strains the earth’s finite resources - consuming fossil fuel, emitting greenhouse gasses, hogging farmland and polluting waterways. Never mind the business of killing billions of animals for food. When he took a sabbatical from Stanford six years ago and pondered what big problem he could help solve, he zeroed in on the idea of reducing the consumption of meat. “You can have uncompromisingly delicious meat without using animals,” Mr. Patrick Brown, the founder and chief executive of Impossible Foods, said the goal was to disrupt the multibillion-dollar market for ground beef without killing cows. Thanks to the addition of heme, an iron-rich molecule contained in blood (which the company produces in bulk using fermented yeast), it is designed to look, smell, sizzle and taste like a beef burger. Concocted by a team of food scientists in Silicon Valley, it is made from wheat, coconut oil and potatoes, yet it aims to be more than just another veggie patty.
The Impossible Burger wants to be the tech industry’s answer to the Big Mac. He was at Momofuku Nishi, a new restaurant from the celebrity chef David Chang, and he had come to eat the Impossible Burger. Motz sat down for a burger that promised to be unlike any he had eaten before. Motz estimates he has eaten more than 14,000 hamburgers over the last 20 years.īut on a frigid Monday in December, Mr. An enthusiastic carnivore who has chronicled his love affair with ground beef through books and films, Mr. George Motz, a burly, mutton-chopped Brooklynite, fashions himself as America’s hamburger expert.
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