Real Fake Foods
I Can’t Believe It’s Not Burger…
Just last week, it was announced that Amazon is looking to buy Whole Foods for $13.7 billion dollars leaving people’s minds boggled. Amazon, which dominates the retail space, has been interested in this $5.32 trillion dollar grocery market for years. Makes sense, our desire for food will never go away, it’s how we stay alive, so it’s no surprise that a company that’s already dominated retail wants in. While we’re seeing the grocery distribution space disrupted, we’re also seeing foods like meat and dairy, designed and engineered in labs from scratch. This is the mission of Impossible Foods, the creators of the The Impossible Burger.
Founded by Patrick O. Brown, Impossible Foods is a super well funded Silicon Valley startup on a mission to make the global food system more sustainable. Over five years of hard toil and research, Brown’s team has grown to include scientists, engineers, chefs, farmers and foodies. The Impossible Burger, the first of many foods to come, is not created with meat but with plants, and is supposedly tastier and healthier than the real thing. It’s a miracle, and everyone at PETA is rejoicing.
The process is crazy science. They’ve created plant based heme, which is a chemical full of iron that makes blood red. More info is on their site, but their mission is pure with a desire to curb global warming. By not using cows, not only are they saving them, but the earth as well. The Impossible process uses 1/20th the land, 1/4th the water, and produces 1/8th the greenhouse gas emissions than it does to create a normal burger patty.
Melding biology and science for products from medicine, to foods, and even body parts makes you wonder what world we live in where we can eat a burger and it tastes exactly like meat but isn’t even meat! Btw it’s 100% free of hormones, antibiotics, and artificial ingredients. Sorry to those who are gluten free though as it contains wheat and soy.
It’s not that impossible to get the Impossible Burger, but it’s only in select restaurants in New York, L.A., Las Vegas, Houston, and San Francisco. Stroll over to Crossroads if you’re in LA, and Momofuku Nishi if in New York and check out this link for even more restaurants to try the anomaly.
Anyway, we found it all interesting, innovation is happening even in the things we eat. In the future, we may very well be able to eat things like chicken, pork, fish or yogurt entirely from plants and who knows what else. We’re sure places like Amazon or Walmart will eventually want to capitalize on it, but right now it really just makes us kinda hungry.