Mission Impossible Burger: Tasting The Fake Meat That Wants To Save The World

Published: Jul 29, 2016

When celebrity chef David Chang announced that he would be serving the Impossible Burger—a veggie-based burger with veggie-based blood–at his restaurant in Chelsea, I had to try it.

Seven years ago, I wrote a short Forbes Magazine profile of the Impossible Burger’s creator, renowned biologist Pat Brown, just as he turned into a corporate Don Quixote. Obsessed with the damage animal husbandry does to the environment, he wanted to create fake meat so convincing that people would choose it over real meat. He dreamed aloud that someday McDonald’s would choose to sell burgers with low or no content of actual cow, and people would still be happy with their meals.

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