CEO and founder of Impossible Foods, Patrick Brown, revealed to CNBC that he believes the meat industry is on the brink of extinction. Consumers are slowly becoming aware of healthier food alternatives and Brown believes meat will not be a desired option for long.
“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,” Brown said in a “Mad Money” interview.
“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 told host Jim Cramer.
Impossible Foods newly established partnerships with Starbucks is a definitive advancement for the private 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.”
Starbucks will be adding the Impossible Breakfast Sandwich, a plant-based alternative, as the coffeehouse chain seeks to include a more sustainable menu for its customers. The new option will be available at almost all Starbucks U.S. locations and Brown hopes it will help win over a more young adult demographic.
Brown added: “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.”