The unlikely food executive thinks the hybrid burger could help bridge the political divide

Meatless went public in 2019 with the promise that plant-based prep-based burgers will be the future of meat. Yes, we are in the future, and no one is really buying (or eating). With the growing market for meat hanging on a rope in Maha-LED beef and raw milk season, the head of the impossible food believes that he can cool the separation of meat by making everyone: Half meat, half.

According to Semafor, unlikely CEO Peter McGuinness told the audience at the country’s economic conference that the ALT-Meat market can go well when it works by positioning itself well as an alternative to big beef. He pointed out that the industry is “badly organized and traumatized” and invited their product, including veggie, to be caught up in the culture war. Eating differently was a show of beauty, basically, and meat eaters weren’t into it.

So, they went back to the drawing board, and they came up with a cure for the ailment at the heart of our culture: the hybrid burger. It is one of those very simple solutions, which are so obvious that they give you the impression that you have not really checked at all, and that if you think about it for more than a second, you will conclude that maybe they see that there is no expensive idea. But mcguinness doesn’t have a second. “If that eats food to try and like it, I think it’s a win,” he said.

Getting meat eaters to make the switch was kind of all meat to meat in the first place, because vegans and vegetarians already eat meat and don’t need to be tricked into eating meat. So why would you need to make fake burgers? And back in 2019, when this fake food was all the rage, it was meat that lit up most of the sales, and 90% of people eating non-meat burgers could be identified as healthy or vegan in the diet. Nielsen data from that time found that 98% of other meat consumers buy meat again and they just like variety.

Novelty is nice for a while, but if the idea was to slightly convert those real meat eaters, they never really took off. A 2022 study found that people who bought plant-based meat at least when they ended up buying more ground-based meat after their first meat purchase. Getting people to make a full-time switch requires them to make a lifestyle change, and because plant-based products tend to cost more than real meat options, you have to trust them to make that change for their own reasons. Trying to position Alt Feat meat as a health product also did not work at all, as many studies on the products showed that plant-based patties were often higher in sugar and sodium and lower in essential nutrients found in real meat.

There is probably a market for plant-based meat restoration that goes beyond existing vegans, vegetarians and recent conversions. While the McGuinnessnessnessness Burger is a mistake, with a non-existent solution, maybe it’s right that “people don’t want to eat tech food or weather food.” But what’s wrong with the big players in the ALT-Meat trench is cracking the code for a long time. Last year, the emergence of McGuinness revealed that it is unlikely that it has never turned a profit and is completely unsold. The meat-slinger’s fake meat-slinger just finished the deal to reduce his debt to less than $1 – just below his average $250 per share in 2019.