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Impossible Foods is making meatless meat more available by lowering the price

Today, Impossible foods announced that it is cutting the price of its herbal products for its US-based foodservice retailers by an average of 15 percent. This is the second time Impossible Foods has cut its prices in a year after falling 15 percent in March. While the price cut has no impact on retail products, Impossible Foods is urging its U.S. foodservice retailers to pass the savings on to restaurant partners, which include Burger King, White Castle, Red Robin, Disney, and Starbucks, who then claim the savings that consumers can pass on. Impossible Foods will also extend the price cut to its international foodservice dealerships in Canada, Singapore, Hong Kong and Macau later this month to bring down the price of meat of animal origin.

“While we could not and did not want to set prices for independent third parties, we sincerely hope that our grocer colleagues will pass this price cut on to hard-working restaurateurs and their customers at this unprecedented time of need,” said Dennis Woodside, President of Impossible Foods . “With unemployment persistently high and the effects of COVID-19 continuing to weigh on the economy, it is imperative to provide restaurants and the public with affordable, delicious and sustainable food.”

Making vegan meat cheaper
Right now Impossible Foods is working faster to meet the demand for plant-based meat. As of 2019, production at its Oakland, CA facility and several co-manufacturing partner factories has increased six-fold. “Our stated goal since Impossible Foods was founded has always been to lower prices through economies of scale, achieve price parity and then undercut the price of conventional ground beef from cows,” said Patrick O. Brown, CEO and founder of Impossible Foods . PhD said. “Less than a year ago, we cut prices for our restaurant customers by 15 percent. Today’s price cut is the last, but not the last, step in making the food system sustainable. Stay tuned.”

Make animal meat superfluous
Brown’s drive to make its plant-based burgers and sausages cheaper than animal meat is part of a larger mission to replace all animals in the food system with plant-based alternatives by 2035. Impossible Foods is currently working on its first plant-based dairy product, tentatively named Impossible Milk, and doubling the number of scientists working for the company to accelerate its mission to disrupt animal husbandry around the world.

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