Impossible Foods enters Canada as part of contending with COVID-19
Expansion into Canada -- and into Target stores -- is part of an expanded retail plan, Impossible tells CNET's Now What.
Brian CooleyEditor at Large
Brian Cooley is CNET's Editor at large and has been with the brand since 1995. He currently focuses on electrification of vehicles but also follows the big trends in smart home, digital healthcare, 5G, the future of food, and augmented & virtual realities. Cooley is a sought after presenter by brands and their agencies when they want to understand how consumers react to new technologies. He has been a regular featured speaker at CES, Cannes Lions, Advertising Week and the Publicis HealthFront. He was born and raised in Silicon Valley when Apple's campus was mostly apricots.
ExpertiseAutomotive technology, smart home, digital health.Credentials
The prospect of plant-based meats fully entering the mainstream comes with an interesting side story: Growth isn't about COVID spawning a new wave of vegans and vegetarians, but changing the inertia among meat eaters. "We have nothing against vegans and vegetarians," says Brown, "but the only consumer we care about from a mission standpoint is someone who would otherwise be buying meat from an animal."
Every business has spent 2020 estimating what the new normal looks like in its sector. "Our mission is to completely replace animals as a food technology by 2035," says Brown, claiming that grocery sales data now indicates that a large majority of Impossible purchases bump animal meat off the checkout receipt. "We're serious; the arrow of history only goes one way here."
Impossible CEO Pat Brown shared many more updates on the state of his business with CNET's Brian Cooley in the video above.
Now What is a video interview series with industry leaders, celebrities and influencers that covers trends impacting businesses and consumers amid the "new normal." There will always be change in our world, and we'll be here to discuss how to navigate it all.
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