The amazing Impossible burger

As a rep for a specialty foods company in SF that distributes these I can tell you from personal experience working with the team, the goal is not to make a novelty meat substitute. The end game is sustainability and their numbers when it comes to water, land, and emissions vs. beef in the US are incredible. If you are like me and hope the future of protein doesn't rely on insects this is a big step to help reduce our footprint. Lofty goals