In this file:


·         Impossible Foods Targets Pork for its Global Appeal

… pork is the most ubiquitous meat product in the world, and it was a natural movement to utilize this as the company’s second product debut… “The appearance is spot-on for ground pork, but the flavor, for me, falls very short… You don’t get the richness of the rendered fat, the savory heart of pork flavor just isn’t there”…


·         Oklahoma Pork Council's Roy Lee Lindsey- To be Pork, its Got to Come From a Pig

·         Impossible Foods CEO slams 'the most destructive technology on Earth by far'

·         The other fake meat: Impossible Foods unveils pork, sausage

·         NPPC: Impossible Pork Is Impossible: Violates Labelling Law

·         Impossible Foods Unveils Pig-Free Pork at CES 2020 that Tastes Like the Real Thing




Impossible Foods Targets Pork for its Global Appeal


Jennifer Shike, Drovers

January 9, 2020


Impossible Foods is determined to replace animals in the global food system by 2035. On Tuesday, the company added pork alternatives to its line-up, debuting Impossible Pork and Impossible Sausage at the Consumer Electronics Show (CES) 2020 in Las Vegas.


Why the focus on pork?


J. Michael Melton, head of culinary at Impossible Foods, says pork is the most ubiquitous meat product in the world, and it was a natural movement to utilize this as the company’s second product debut. The company is looking at global market opportunities, because pork is so popular around the globe.


“Ultimately, as we scale, the global need for meat is going to be matched against the resources available. And we have to look at what that growth means for the availability of products to meet the need of meat eaters, and those alike, so that we can satisfy those needs,” Melton told Farm Journal news director, John Herath, in an exclusive interview at the 2020 Consumer Electronics Show.


Taste versus appearance


But what will meat eaters think of this imitation pork product? Melton says the company has learned a lot since the release of its flagship Impossible Burger in 2016. For one, the company found that heme, an iron-containing compound, is the flavor driver that made developing a pork substitute easier, he adds.


“Ultimately learning that heme catalyzes that reaction between the vitamins, amino acids and sugars to allow that sensory characteristic that you expect and know when you eat meat products, it helps us to accelerate the development of anything new because all living things contain heme,” Melton explains. “And in animals, that is the driving force of sensory characteristics. So the flavor driver and meat flavor driver in our product, molecule for molecule, is exactly the same.”


But, looks can be deceiving. Herath had the opportunity to taste-test the new alternatives to pork.


“The appearance is spot-on for ground pork, but the flavor, for me, falls very short,” Herath says. “You don’t get the richness of the rendered fat, the savory heart of pork flavor just isn’t there.”


No plans are in place yet to release the pork product to the general public, Melton says. However, the company said it will roll out the product to restaurants first.


Looking out for meat eaters? ...


Opportunity for soybean farmers ...


more, including video interview [3:44 min.]



Oklahoma Pork Council's Roy Lee Lindsey- To be Pork, its Got to Come From a Pig


Oklahoma Farm Report

09 Jan 2020


We've been hearing a lot about "Fake Meat" mainly on the beef side lately, but now we are hearing about impossible Pork. Roy Lee Lindsey, for the Oklahoma Pork Council, says for it to be Pork, it has to come from a pig, "You can't be labeled Pork if it didn't come from a pig. That's real simple. So yeah, impossible Pork is impossible. You want to call it plant-based protein, you want to label it as such, that's fine. We're not afraid of competing with other products, but you're not going to build your reputation off of the reputation we have, and the products we've sold, and for generations pork has come from a pig, and when you use that word the consumer knows what it is. They know what they're buying, and we shouldn't be confusing that just because you want to put a different adjective in front of it."


We know we are a few years away from mass production of lab-cultured proteins, but Lindsey says that is something that the Pork Council will continue to keep an eye on, "I think will continue to watch lab-cultured protein to see how that evolves. I think we're still years from seeing lab culture protein be cost-effective enough that you would see it in the store. I think for us the piece is, we think all of those kinds of products; plant-based, lab-cultured, whatever, number one should be subject to the same kinds of food safety, the same kinds of regulatory oversight that we have in terms of producing the pork chop or the sausage link that you had for breakfast today. We think they deserve and should have that same regulatory oversight that we deal with. We think the consumer should expect that and demand the same kind of regulatory oversight to make sure that the products they're getting are inspected, they're labeled, they're all of the things that they're accustomed to getting when they're buying a pork chop when they're buying a pork tenderloin. The same thing should apply to anyone who wants to make a plant-based or some other substitute for meat from an animal. You ought to meet those same regulatory standards that we do."


With the deal with Japan now in place and USMCA on the horizon, Lindsey says they are excited about new prospects, "It’s very exciting for us to see that the trade deal with Japan that went into effect January 1. Basically it sets our tariffs, our quota rates, the same as they are for every other all of our competitors around the world. We had been, with the withdrawal of the United States from the Trans-Pacific Partnership, and other countries going ahead and finishing TPP and TPP-like agreements. We were behind in terms of we were paying a higher quota; we had a smaller quota, higher tariffs, etc. Now we're all on the same playing field. I was just looking, believe it or not, we're still the lowest cost provider of Pork around the world. And if you give us a level playing field we know we will compete and compete well globally as far as trade. So when Japan is our first or second market by value and volume, getting on that level playing field with folks from around the world gives us a leg up and will help us, I think, hopefully restore some of that market share that we had been slowly losing because we were at a different rate. We were paying higher rates and, the quota was different based on that TPP and TPP-like agreement so very positive when you talk about Japan...


more, including audio [8:42 min.]



Impossible Foods CEO slams 'the most destructive technology on Earth by far'


Daniel Howley, Yahoo Finance

January 8, 2020


Impossible Foods CEO Pat Brown is bringing the heat to CES 2020 in Las Vegas, America’s biggest consumer tech trade show. The head of the plant-based meat company not only debuted two new products, a ground pork and pork sausage alternative, but slammed the meat industry in an interview with Yahoo Finance, calling it "the most destructive technology on Earth by far."


The company's ultimate goal is to completely replace animals as a form of food by 2035.


Impossible Foods already offers a beef alternative in its Impossible Burger, which uses plants and includes a soy-based heme protein, which gives the burger the faux blood that makes it "bleed."


The new sausage offering goes on sale in January at 139 Burger King locations in various test markets across the U.S. There's no word on availability for the ground pork offering just yet.


Impossible's latest move comes as the fake meat wars continue to heat up. The company's biggest competitor, Beyond Meat (BYND), went public in 2019 and saw its stock skyrocket from its IPO price of $25 all the way to $234 in July, before settling back down to $83.89 on Tuesday.


On Tuesday, Impossible told Reuters it’s no longer seeking a deal to supply McDonald's (MCD) with its Impossible burger due to supply constraints. Beyond Meat’s shares jumped on the news.


Holding the meat industry's feet to the fire ...


... "Again the thing that you just have to remember to anticipate everything Impossible is going to do is that our intention is to completely replace animals as a food production technology, the most destructive technology on Earth by far," Brown said...


more, including links



The other fake meat: Impossible Foods unveils pork, sausage


By Dee-Ann Durbin, Associated Press

Jan 6, 2019


After a big year for its plant-based burger, Impossible Foods has something new on its plate.


The California-based company unveiled Impossible Pork and Impossible Sausage on Monday evening at the CES gadget show in Las Vegas.


It’s Impossible Food’s first foray beyond fake beef. The Impossible Burger, which went on sale in 2016, has been a key player in the growing category of vegan meats. Like the burger, Impossible Food’s pork and sausage are made from soy but mimic the taste and texture of ground meat.


Impossible Pork will be rolled out to restaurants first. The company isn’t yet saying when it will come to groceries. Impossible Foods only recently began selling its burgers in grocery stores, although they’re available at more than 17,000 restaurants in the U.S., Singapore, Hong Kong and Macau.


Burger King will give consumers their first taste of Impossible Sausage. Later this month, 139 Burger King restaurants in five U.S. cities will offer the Impossible Croissan’wich, made with plant-based sausage coupled with the traditional egg and cheese. Burger King did a similar test of the Impossible Whopper last year before expanding sales nationwide.


The pork products and the Impossible Burger are made in a similar way. Impossible Foods gets heme — the protein that gives meat its flavor and texture — from soy leghemoglobin, which is found in the roots of soy plants. To make heme in high volume, it inserts the DNA from soy into yeast and ferments it. That mixture is then combined with other ingredients, like coconut oil.


The company tweaked the ingredients to mimic pork’s springy texture and mild flavor. For the sausage it added spices.


Impossible Pork has 220 calories in a four-ounce serving. That’s not much less than a serving of Smithfield 80% lean ground pork, which has 260 calories. Smithfield’s animal-derived pork has more total fat, at 20 grams, than Impossible Pork, which has 13 grams. But Impossible Pork has far more sodium, at 420 milligrams. Smithfield has 70 milligrams.


But health concerns are only part of the reason consumers are eating more plant-based meats. Animal welfare and environmental concerns are also a factor. Nearly 1.5 billion pigs are killed for food each year, a number that has tripled in the last 50 years, according to the World Economic Forum. Raising those pigs depletes natural resources and increases greenhouse gas emissions.


“Everything that we’re doing is trying to avert the biggest threat that the world is facing,” Impossible Foods CEO Pat Brown told The Associated Press.


Brown said the company decided pork should be its next product because customers were frequently requesting it. Impossible Foods started working on the new products about 18 months ago and accelerated development in the second half of 2019.


Brown said ground pork is also critical to meeting the company’s international expansion goals. While Americans eat more beef and chicken, pork is the most widely consumed meat worldwide, according to the National Pork Board. Chinese consumers eat more than 88 pounds (40 kilograms) of pork per year, compared to 65 pounds (30 kilograms) for Americans.


Brown said he believes a product like Impossible Pork is critical in China, which has limited arable land and relies heavily on imported meat. Last year, Chinese pork prices surged after African swine fever wiped out millions of pigs.


Brown said Impossible Foods is talking to Chinese regulators and potential partners that could make Impossible Pork — as well as plant-based burgers — in China.


“This is a huge opportunity for China in terms of its food security,” Brown said.


Impossible Foods is also waiting for approval from European regulators to sell its products there...





Impossible Pork Is Impossible: Violates Labelling Law


Source: National Pork Producers Council (NPPC)

Jan 7, 2020


WASHINGTON, D.C., January 7, 2020 - The National Pork Producers Council (NPPC) today called Impossible Foods' naming convention for its plant-based products designed to mimic real pork a brazen violation of labelling law. Citing law that prohibits the use of words that redefine pork as it has been known by consumers for centuries, Dr. Dan Kovich, director of science and technology for the National Pork Producers Council, issued the following statement:


"What's impossible is to make pork from plants. This is a brazen attempt to circumvent decades of food labelling law and centuries of precedence. Any adjective placed in front of the word pork can only refine it, not redefine it. It's not pork. It's not pork sausage. It can't be labelled as such."


NPPC supports consumer choice and competitive markets on a level playing field. Accordingly, plant-based and cell-cultured products designed to mimic real meat must face the same stringent regulatory requirements as livestock agriculture, including truthful labelling standards. For more information, please read NPPC's position paper.


# # #


NPPC is the global voice for the U.S. pork industry, protecting the livelihoods of America's 60,000 pork producers, who abide by ethical principles in caring for their animals, in protecting the environment and public health and in providing safe, wholesome, nutritious pork products to consumers worldwide. For more information, visit



Impossible Foods Unveils Pig-Free Pork at CES 2020 that Tastes Like the Real Thing

Impossible Food's also unveiled a partnership with Burger King to create an Impossible Croissan'wich.


By Trevor English, Interesting Engineering

January 09, 2020


Impossible foods, famous for creating an incredibly beef-like fake meat burger, has now moved on to their next fake meat accomplishment: pork.


The startup based in Silicon Valley unveiled its new product, Impossible Pork, at CES 2020 in Las Vegas. The substitute meat nearly perfectly mimics ground pork meat from pigs.


At the same time, they also unveiled the Impossible Sausage, a product that will launch in a few months with Burger King and the Impossible Croissan'wich.


What is Impossible Pork?


Impossible Pork is gluten-free, as well as kosher and halal certified. It looks just like pork, having a light pink color when it is uncooked and a juicy brownish texture after cooked.


The makeup of the pork is actually fairly similar to the makeup of the Impossible Burger, which has been around since 2016. The main protein in the pork substitute is soy, fattened up by sunflower and coconut oil. The Impossible Pork meat also has added sugars, vitamins, and amino acids. Notably, like the Impossible Burger, it has heme. Heme is a compound that is found in every living organism that produces meat-like flavors and smells. In the case of Impossible Food's products, the heme is synthesized.


The Impossible Pork has a lower heme content compared to the burger, meant to mimic the way that the real meats are distinguished too. In large part, this change in heme concentration makes the major differences between the two products.


Impossible Pork has about two thirds the number of calories of an equivalent serving of real pork, less fat, and no cholesterol. However, Impossible Foods has had its products come under fire for being heavily processed. Impossible Pork contains an astounding 420 mg of sodium. An equivalent serving of pork only has 80 mg.


Reports from CES 2020 from meat-eaters, vegetarians, and vegans alike all state that the meat replacement tastes astoundingly like the real thing. Part of what makes Impossible Food's products so believable is their texture. The company has mastered the art of replicating meat texture through artificial products.


The Impossible Sausage and Burger King ...


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