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Impossible Foods, Impossible Claims

The company has courted ethical foodies, but how sustainable is this meat alternative?

Impossible Foods — maker of the veggie “burger that bleeds” — is the latest darling of the food-tech world. Its stardom is driven largely by its claims that the burger is better for the planet than the real thing: But what’s actually in its signature patty raises big questions.

Despite these questions, Forbes has given it glowing coverage; The New York Times has served up front-page column inches. Katy Perry, Questlove, and Jay-Z are all investors. And the company is already shorthand for a dot-com wunderkind. At a recent tech conference I attended more than one pitch led with “We are the Impossible Foods of…” This status comes from a PR arsenal, of course, a novel product, yes, but also from the company’s explicit courtship of the ethical foodie, tapping a new generation of eaters who want to ensure the food on their plate helps the planet. 

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