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US startup eyes next generation of burgers with relish
LAS VEGAS, Jan 9, 2019 (BSS/AFP) – Can a “high-tech” burger help save the
planet?
In one sense, it’s just a patty made from plant protein. But the founders
of California-based Impossible Foods argue the product can have a big impact
by reducing the amount of land needed for beef and other livestock
production.
Impossible Foods, which began in 2011, chose the Consumer Electronics Show
in Las Vegas to launch its “next generation” burger — version 2.0 — which
has no gluten, hormones or antibiotics and is kosher- and halal-certified.
With a handful of restaurateurs and chefs on hand, the company announced
Monday it now has 5,000 restaurants serving its product as it prepares to
begin selling in supermarkets.
Impossible Foods also brought a food truck to the large tech show to serve
more than 12,000 samples of the burger to CES attendees.
Chief executive Pat Brown, a Stanford biochemistry professor and former
pediatrician, said the decision to appear at CES was logical because the
company is based on technology.
“To most consumers the face of the company is a food company but the soul
of the company is really R&D (research and development) and technology,”
Brown told AFP ahead of a news conference at the Las Vegas tech extravaganza.
“What distinguishes us is we are developing a new technology platform that
will transform the global food system.”
The company, which has raised some $400 million, including from Microsoft
founder Bill Gates, was launch to develop a plant-based product that
simulates the taste and feel of beef.
It uses wheat protein, potato protein and coconut oil, and its “special
ingredient” called heme which has elements of the hemoglobin in animal
protein but is developed from soy.
Impossible Foods is among a handful of firms including California rival
Beyond Meat developing plant-based or lab-grown meat substitutes that claim
to offer products equal to or better than animal protect.
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– Global ambitions –
The Impossible Burger is served in several restaurant chains as well as
the fast-food group White Castle, and is eyeing global expansion with
restaurants in Hong Kong and Macau.
The company plans to launch the new recipe in Singapore within several
months, with additional markets to come.
“We’re doing some early work preparing for (global) expansion,” Brown
said.
Brown maintained that developing new kinds of protein is crucial for the
environment when large areas of land — some estimates suggest 40 percent or
more of global land area — are devoted to livestock.
Impossible Foods is “barely getting started” and hopes to be able to scale
up to produce large quantities.
“Apple started with one hand-built computer,” he said. “You have to start
somewhere.”
And he added that technology and research will help further improve the
product.
“Unlike the cow we are going to be getting better every single day,” he
said.
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