In his latest interview, Impossible Foods founder and CEO Patrick Brown told CNBC that the meat industry is collapsing.
Brown is convinced that the animal-based industry will be obsolete within the next fifteen years. More consumers look for healthier food alternatives and being concerned about the environment they reduce meat consumption.
“From a nutritional standpoint, our products match the protein quality and content of the animal products that they replace and ours is a clear winner from a health and nutrition standpoint,” he said.
“This is why I think people are increasingly aware plant-based products are going to completely replace the animal-based products in the food world within the next 15 years. That’s our mission. That transformation is inevitable,” he added.
Impossible Foods produces meat alternatives, including burgers and sausages, made from plant-based protein. The company markets its products primarily in the food-service sector.
Earlier this week, Impossible Foods announced its partnership with Starbucks to launch the Impossible Breakfast Sandwich at most of the 15,200 Starbucks locations across the US as customers demand more plant-based options. Brown said the deal was a key victory for the company.
“Starbucks was one of our — if not the top — targeted outlet, just because of the power of their brand and their ubiquity,” he said. “It’s just a great opportunity for exposure and trial.”
The deal will help both companies to reach a younger audience interested in more environmentally-friendly food options. According to Brown, about one-third of the US population ages 18-29 visit a Starbucks restaurant at least once a month
“It’s huge for us. It’s by far — in terms of the number of outlets — by far the biggest launch we’ve had and, of course, the opportunity to partner with an iconic global brand like Starbucks is probably equally important in just raising awareness and interest and trial in consumers,” he said.