Animal farming is the most destructive technology on earth. It uses more land than anything else humans do. The solution is not to eat less meat — it is to make better meat from plants.
We need to reach price parity with beef. Until our burger costs the same as a regular burger, we are a premium product, not a mainstream one.
Heme is what makes meat taste like meat. We produce it through fermentation. One molecule changed everything about what a plant burger can be.
We do not sell to vegans. We sell to meat lovers. If our burger is not delicious to someone who eats beef every day, we have failed.
The Impossible Whopper at Burger King was our moonshot moment. Millions of people tried a plant-based burger for the first time because it was right there on the menu.
I was a Stanford biochemist. I did not start a food company because I love cooking. I started it because the data on animal agriculture is terrifying.