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Will Beyond, Impossible burgers mark the downfall of ‘real’ beef?

| | August 12, 2019

There’s a famous Gandhi aphorism about how movements progress: “First they ignore you, then they laugh at you, then they fight you, then you win.” …. I’ve been thinking about that quote since I wrote my first piece about plant-based meat (or alt meat, as I like to call it) for Outside in 2014.

Back then, we were firmly in the “laugh at you” stage. Beyond Meat, the first of the Silicon Valley startups to use advanced technology to produce extremely meat-like burgers, had been ignored for its first few years, but in 2014, it released its Beast Burger, which was treated by the press and public as a slightly off-putting curiosity. What was this stuff? Would anyone actually eat it? Ewwww.

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But I didn’t laugh. I knew it would keep getting better and beef wouldn’t …. If I’m being honest, I find that I slightly prefer [the plant-based Impossible burger] to real beef. It’s rich and juicy, more savory, but still somehow cleaner and less cloying.

In the coming years, expect a lot of other omnivores to have similar epiphanies. Impossible Foods has performed more than 26,000 blind taste tests on its burger, which is on track to surpass ground beef in those tests ….

Read full, original article: This Is the Beginning of the End of the Beef Industry

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