17th April 2018
7. The Best Thing Since Sliced Bread: Impossible Burger
The Best Thing Since Sliced Bread
18th April 2017
This blog forms part of our wider The Best Thing Since Sliced Bread blog series, where we look at some of our favourite innovations in the food & drink industry. We’ll be uploading new posts regularly so keep checking back for some inspiring food for thought…
51% or more of global greenhouse gas emissions are produced by animal agriculture, and cattle farming is the main culprit. Lots of people think that’s a pretty damning statistic, but most of them enjoy tucking into a hearty quarter pounder too.
We are faced with a dilemma: how can I stop the destruction of the planet without enduring a miserable, tasteless, burger-free existence? Well, Impossible Burgers have found the solution: the plant-based burger made for the love of meat.
“What we’re producing is meat.” Well not exactly, but Impossible Foods have a different understanding of what ‘meat’ really is. For them, it’s the aromas and the emotions as well as the taste that makes a burger a burger, not the animal it came from; there’s no ‘meat’ molecule.
Top scientists, farmers and chefs spent 5 years to breaking down what makes a beef burger so seductive, and then recreated it using only plant-based ingredients. They even claim to have found meat’s magic ingredient: heme.
The Impossible Burger is an impressive scientific and culinary feat, but there’s more to the success of this genius innovation. Millennials adore all things weird and wonderful, especially when it comes to food. If something is described as ‘Impossible’, the race is on to taste it first and see how many Instagram likes it will get.
As for saving the planet, their method is spot on. Rather than haranguing customers into believing that their love of meat is unnatural and shameful, they celebrate it, and focus on the challenge and positive impact of changing people’s eating habits around one key food. In a world of worthier than thou clean eating and personal betterment, it’s refreshing to keep the focus on helping the planet, and enjoy a tasty burger in the process.
So, are you ready to try this ‘impossibly delicious game changer of a burger’?
Key learning: should you be bolder when it comes to innovative scientific experimentation and investigation?
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