The Impossible Burger has swept the country. It can now be found in the meat aisles of most supermarkets such as Kroger, Albertsons-Safeway stores, Walmart, Target, and Vons. Some fast-food chains, like Burger King and Fatburger, have added the Impossible Burger to their menus and foods. Longevity Partner Content.
While the meat alternative is made from plants, it looks and tastes like regular beef. It may be an ideal choice for vegans and vegetarians, but according to Impossible Foods founder and CEO, Patrick Browne, that is not the target market. Browne is a well-respected scientist who began his career as a pediatrician.
His marketing approach is founded on the impact raising animals for food has had on the environment. The company is convinced that if meat-eaters are educated about how much better a plant-based burger is for the preservation of the planet, they will choose the Impossible Burger. LongevityLive Partner Content
The Impossible Burger
In 2019, with the launch of the Impossible Whopper at Burger King, the offering of the Impossible Fatburger, and the burger being added to the menu of more than 9,000 restaurants, production could not keep up with demand. Browne’s team was able to orchestrate a strategic partnership with the food manufacturing company, OSI Group.
The group now produces the Impossible Burger at multiple OSI manufacturing plants. They plan to continue expanding the production of the product to meet demand.
Kevin Scott, the Senior Executive Vice President, OSI North America, stated, “As a leading global protein provider, OSI is proud to partner with Impossible Foods’ production of plant-based proteins to meet the demands of a growing market in line with consumer trends.”
OSI, originally Otto & Sons when founded in the early 1900s, changed its name to OSI Group in 1975. It is now one of the largest privately held companies in the U.S. OSI Group, headquartered in Aurora, Illinois, and has 65 facilities in 18 countries with more than 20,000 employees. They are committed to making high-quality custom food products and putting sustainability at the forefront of its mission.