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October 08, 2019 - Vox

Meatless meat is becoming mainstream — and it’s sparking a backlash

Meatless meat is becoming mainstream — and it’s sparking a backlash
Credit: Impossible Foods

The growing pushback against Impossible and Beyond burgers in fast-food chains, explained.

Plant-based meat has the potential to be great for the world. It can end factory farming, be more sustainable, address global warming, and offer a way to feed a growing middle class its favorite foods without destroying the planet along the way. As it matures as an industry, its offerings can get cheaper, healthier, and more varied, too. But for plant-based food to change the world requires producing huge quantities of it and selling it where consumers will want to buy it. And that, in turn, requires confronting the reality that consumers like fast food and that there’s real value in providing them with fast food that’s better for the world.

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