If there’s one thing Millennial New Yorkers love more than the smell of the Mallard reaction on fake-flesh, it’s a new food trend they can instagram the crap out of. Besides, all that chasing Pokemon last week sure has worked up an appetite. The media too, smelled a story and got their token office veggie down there to try it, the verdict being Buzzfeed loved it, the New York Post, not so much.
What we’re seeing here is food and tech coming together. Impossible Foods turned down a buy out offer from Google (something most ordinary firms would die for) because they didn’t want to be one of Google’s many ‘moonshot’ bets. They did however, take an investment from Bill Gates.
But Impossible Foods isn’t the only synthetic meat maker in the game. Beyond Meat started in 2009 and has a range of animal free protein products made from plants that are available in many US stores. They too have a burger, but this one ‘bleeds’ beetroot juice. Tellingly, Gates has invested in this business too, as indeed have Twitter founders Biz Stone and Evan Williams. Finally, Mosa Meat are taking a different approach, claiming they’ll be able to grow ‘meat’ in the lab with in the next five years.
#DavidChang will serve Impossible Foods' "bleeding" veggie burger at #MomofukuNishi starting tomorrow at noon. Available with all-American fixings lettuce, tomato, pickles, and special sauce — all on a Martin’s potato roll, of course — it will set you back $12. Non-vegans can get cheese for an extra dollar. Fries will be on the side. And there will also a tasty looking limited-edition patty melt. 📷 courtesy of @momolongplay
Quite the line today outside Momofuku Nishi to try the Impossible Burger — a plant-based alternative to meat. Goura and I, apparently were the first customers and we loved it! . . . . . #ImpossibleBurger #MomofukuNishi #DavidChang @DavidChang #GouraRivera @gourarivera #clowdusrealestatenyc #momolongplay #Burger #PlantBased #Impossible_Foods @Impossible_Foods