In this file:


·         Taste Test: This Fake Meat is the Real Deal

·         Fake Meat Designed for Carnivores

·         What Exactly Makes the Impossible Burger Look and Taste Like Meat?



Taste Test: This Fake Meat is the Real Deal


Eric Bohl, Southwest Daily News (LA) - Apr 10, 2019


Bohl is Director of Public Affairs for Missouri Farm Bureau, the state’s largest farm organization


After more than a year of writing columns about the coming wave of meat substitutes, I finally got the chance to taste test of one of the leading products. Based on what I tasted, these plant-based “burgers” are here to stay.


On April 1, fast food giant Burger King rolled out its new “Impossible Whopper” at 59 stores in the St. Louis area. At its center is an all-plant-based patty made by California company Impossible Foods. If this first test market is successful, Burger King plans to quickly expand the offering to all 7,200 stores nationwide. Several other startups are also working to bring plant-based imitation meats to the market. As the second-largest burger chain in America, this Burger King partnership is by far the biggest stage yet for any of the new imitation meat products.


The new wave of products is fundamentally different than previous plant-based patties. Until now, plant-based products have primarily marketed themselves as health-food alternatives to beef. Many barely even try to taste or look like real beef, trying instead to make the best veggie burger possible.


Impossible Foods is deliberately taking a different route, and the difference is one of mindset. Unlike many predecessors, the company is not hoping to guilt or shame consumers into buying an inferior product on moral grounds. Its goal is to make a patty indistinguishable from animal-based meat. Investors are betting that when presented with two options identical in taste, smell, look, mouth feel and price, consumers will choose the non-animal product.


So, how does it taste? I purchased one Impossible Whopper and one traditional Whopper and compared side-by-side. To the naked eye, the burgers looked essentially identical. When cutting them each in half with a plastic knife, the beef burger seemed a bit more substantial and difficult to cut.


The two burgers did not taste identical, but the difference was small. The Impossible Whopper’s flavoring seemed a bit more external, as if it came more from something applied to the patty than from the patty itself. The traditional Whopper’s flavor seemed more intrinsic to the meat. That said, the difference was pretty minor. If I didn’t know what I was eating, I would have no idea it was not beef...





Fake Meat Designed for Carnivores

Impossible Foods CEO Pat Brown says the best way to solve the meat industry’s sustainability problem is to give carnivores a plant-based alternative that tastes just like meat.


By April Glaser and Kashmir Hill, Slate

April 10, 2019


In this episode, April Glaser is joined by Gizmodo investigative reporter Kashmir Hill to talk about an ambitious British proposal to regulate content on social media sites. Then they discuss Airbnb’s efforts to kick white nationalists off its platform ahead of a national summit in Tennessee.


After that, they talk to Pat Brown, CEO and founder of Impossible Foods, about his company’s eerily realistic fake meat products and his vision for a more environmentally sustainable food system.


more, including links, audio [40:59 min.]



What Exactly Makes the Impossible Burger Look and Taste Like Meat?

The science behind the impossible.


By Mark R. O'Brian, The Conversation

via Inverse - April 10, 2019


People eat animals that eat plants. If we just eliminate that middle step and eat plants directly, we would diminish our carbon footprint, decrease agricultural land usage, eliminate health risks associated with red meat, and alleviate ethical concerns over animal welfare. For many of us, the major hurdle to executing this plan is that meat tastes good. Really good. By contrast, a veggie burger tastes like, well, a veggie burger. It does not satisfy the craving because it does not look, smell, or taste like beef. It does not bleed like beef.


Impossible Foods, a California-based company, seeks to change this by adding a plant product to their veggie burger with properties people normally associate with animals and give it the desired qualities of beef. The Impossible Burger has been sold in local restaurants since 2016 and is now expanding its market nationwide by teaming up with Burger King to create the Impossible Whopper. The Impossible Whopper is currently being test marketed in St. Louis, with plans to expand nationally if things go well there.


But what exactly is being added to this veggie burger? Does it make the burger less vegan? Is the additive from a GMO? Does it prevent the burger from being labeled organic?


I am a molecular biologist and biochemist interested in understanding how plants and bacteria interact with each other and with the environment, and how that relates to human health. This knowledge has been applied in a way that I did not anticipate to develop the Impossible Burger.


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