It may be true that you can take the boy out of the country, but it’s apparently not so easy to get the CEO out of Silicon Valley.
In mid-June, Will Harris, owner of White Oak Pastures, publicly invited Pat Brown, CEO of Impossible Foods, to visit Harris’ ranch in Bluffton, Georgia. The invitation was prompted by a statement Harris got wind of, in the latest Impossible Foods Impact Report, which facetiously referred to regenerative grazing as the “clean coal” of meat.
The company has also claimed that grassfed beef “generates more GHGs than feedlot beef”—a claim that didn’t sit well with Harris, whose ranch in Bluffton, Georgia, stores “more carbon in the soil than our cows emit in a lifetime,” according the website.
Harris told a reporter for Civil Eats that he was “stunned” by the “clean coal” analogy. “I think there were many mistruths in that attack,” he said.