Mission impossible? Creator of world’s first ‘bleeding’ vegan burger predicts meat-free world by 2035
Our mission is to completely replace animals in the food system by 2035. You laugh but we are absolutely serious about it and it’s doable.
ANNE GULLAND: ‘Pat Brown, the creator of the “Impossible” burger that tastes and feels like meat, told a conference in Stockholm that the “catastrophic impact of animal based foods” on the planet meant that removing them from the food system was imperative. Dr Brown, who was a biomedical scientist at Stanford University before founding Impossible Foods, unveiled his plans to an incredulous audience. “Our mission is to completely replace animals in the food system by 2035. You laugh but we are absolutely serious about it and it’s doable”.
“From the time the first super crappy low resolution digital camera came on the market until Kodak basically shut down its film business was about 10 years. If you can make something that outperforms in delivering what consumers want the market can work fast,” he said… Dr Brown’s prediction coincides with the publication of a report by a global consultancy that says two thirds of the meat people will eat in 2040 will be either grown in labs or replaced by plant-based alternatives.
The report by AT Kearney says conventional vegan and vegetarian alternatives such as tofu lack the “sensory profile to convince the average consumer”. But “novel vegan meat replacements and cultured meat have the potential to disrupt the $1,000 billion conventional meat industry”… Dr Brown added that trying to persuade people to change their diets would not work. “It would be great if you could just convince people to choose plant-based foods that are already on the market instead of meat. But the fact is, it’s been tried repeatedly and that just doesn’t work. “Instead of changing people’s behaviour, instead of changing the choices they make, make those choices better for them, better for public health, better for the planet,” he said’. SOURCE…
RELATED VIDEO: