Why Impossible Foods isn’t focusing on the climate impact of its plant-based meat alternatives

Impossible Foods CEO Peter McGuinness shares his product-messaging strategy.

As the so-called “meat culture wars” enters a new chapter, Impossible Foods’s CEO Peter McGuinness believes that plant-based players need to drastically pivot their marketing strategy to compete with the deep pockets of the traditional meat industry. McGuinness shares his plan to center Impossible’s messaging less around climate impact—and instead, letting its product do the talking. McGuinness’s embrace of past mistakes and fluid pragmatism is a crucial case study in evolving to stay relevant.