In this file:


·         'Impossible' meat arrives in Calgary; company issues challenge to Alberta beef

·         Starbucks Now Serves Vegan Impossible Meat in Hong Kong



'Impossible' meat arrives in Calgary; company issues challenge to Alberta beef


Amanda Stephenson, Calgary Herald (Canada) 

Sep 08, 2020


A Silicon Valley-based company whose ultimate aim is to rid the world of animal agriculture aimed a shot across the bow of Alberta’s beef industry Tuesday, as it launched its meatless burger in the heart of cattle country.


Impossible Foods — the privately held food tech startup founded by a Stanford University professor in 2011 — chose Calgary as one of the locations for its Canadian launch, with Charcut Roast House the first restaurant in the city to incorporate the plant-based but meat-like product on its menu. More restaurant and retail locations are expected to be announced by Impossible in the coming months.


A spokeswoman for the company, which has already rolled out its product at thousands of restaurants and grocery stores across the U.S. and Asia, said Impossible is well aware that the beef industry is an important part of Alberta’s economy and that is precisely why it wanted to have a presence here.


“If you really want to affect change and start a meaningful national and international dialogue, you have to be in places like Dallas and Calgary,” said chief communications officer Rachel Konrad. “We know that Canadians are very eager to talk about the most existential question that our generation faces — which is global warming. You can’t really have that dialogue unless you talk with, and exchange ideas with, ranchers and the beef industry.”


Impossible Foods’ target customer isn’t the lentil-eating vegan, but the meat-lover who would be open to reducing consumption if there was a tasty alternative. In its labs, the company has come up with a way to isolate heme — a molecule that gives meat its delicious mouth-feel — by genetically engineering yeast. The result is a plant-based meat alternative that supporters say looks and tastes like meat. The Impossible Foods burger even “bleeds” like real meat.


The goal, Konrad said, is to make plant-based alternatives so enticing and enjoyable to eat that animal agriculture is no longer required.


“We do not plan to talk around it. Our mission as a company is precisely to eliminate the need for livestock and animals in agriculture,” Konrad said. “Animal agriculture is one of the top causes of both global warming and biodiversity collapse . . . We cannot continue to make meat from animals without completely torching the planet.”


Impossible is only the latest plant-based meat product to launch in Canada amid what has been a rapid rise in popularity of meatless eating and veganism. Beyond Meat, the California company whose pea protein-based product started the craze, launched at A&W in 2018 (the chain’s version of the Beyond Meat burger was so popular it completely sold out after its launch).


Other chains quickly followed suit, and imitation meat products representing different brands are now on offer at restaurant and grocery chains across the country, including in Calgary.


Last year, the UN’s Intergovernmental Panel on Climate Change recommended reducing meat consumption as a way to reduce the risks of climate change. However, Bob Lowe, president of the Calgary-based Canadian Cattlemen’s Association, said he takes issue with Impossible’s assertion that traditional cattle production harms the environment. He said Alberta ranchers work hard to be good stewards of the environment, and are responsible for preserving a significant amount of natural grassland that effectively serves as a carbon sink.


“If somebody wants to eat a plant-based burger, that’s fine by me. But let’s not say it’s better environmentally, because it’s not,” Lowe said...





Starbucks Now Serves Vegan Impossible Meat in Hong Kong

Starbucks Hong Kong is launching menu items featuring vegan Impossible meat, while branches across Asia add more plant-based options.


Liam Pritchett, Live Kindly

September 8, 2020


Starbucks Hong Kong just announced the launch of two new menu items featuring vegan meat made by Impossible Foods.


Both items use Impossible’s plant-based meat but include eggs and dairy. From September, the Maize Impossible Sandwich—topped with egg, mayonnaise, and cheese — and the Spiced Impossible Puff will debut across Hong Kong stores.


According to Andrew Hui, General Manager of Starbucks Hong Kong and Macau, Hong Kong is the first Starbucks retailer in Asia to add Impossible’s Breakfast Sausage to the menu.


“We’re joining hands with customers towards a better future, where we are more mindful of the choices we make in our daily routine,” said Hui in a press release.


The company explained that its expanded plant-based menu was primarily in response to increased customer demand, in addition to Starbucks’ aspiration to be a resource-positive company and the environmentally-friendly nature of many plant-based foods.


Starbucks Hong Kong also announced the launch of a Vegan...


Starbucks Adds Vegan Meat in Asia ...