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The ‘Impossible’ Veggie Burger: A Tech Industry Answer to the Big Mac

David Gelles: ‘The Impossible Burger wants to be the tech industry’s answer to the Big Mac. Concocted by a team of food scientists in Silicon Valley, it is made from wheat, coconut oil and potatoes, yet it aims to be more than just another veggie patty. Thanks to the addition of heme, an iron-rich molecule contained in blood (which the company produces in bulk using fermented yeast), it is designed to look, smell, sizzle and taste like a beef burger. Patrick Brown, the founder and chief executive of Impossible Foods, said the goal was to disrupt the multibillion-dollar market for ground beef without killing cows. “You can have uncompromisingly delicious meat without using animals,” Mr. Brown said in an interview…  For Impossible Foods to succeed, Mr. Brown will need to win over meat eaters like Mr. Motz. “No disrespect to vegetarians,” Mr. Brown said, “but the only consumers we really care about are meat consumers.” A vegetarian for 40 years, Mr. Brown is not interested in making just another meatless treat for those who have already sworn off eating animals. Instead, he said, he wants to change the world’. SOURCE…

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