Impossible Foods CEO says that plant-based meat made a big marketing mistake

"It became woke and partisan and political and divisive,"

"If you want to use less water, and have less GHG emissions, and use less land, you don't target vegans, obviously,"

"You have to target meat eaters and get them to try your product, but you don't get them to try your product by insulting them,"

"Marketing 101, you want to be for something,"

"We want to be for better food, we want to be good options."

Plant-based food has become politicized and divisive, undermining mainstream appeal and contributing to a sales decline. Plant-based meat and seafood dollar sales fell 7% in 2024, reflecting a correction from initial hype. Original marketing focused on ideological messaging and alienated meat-eating consumers by implying moral superiority. Targeting vegans alone fails to address environmental goals tied to reduced water use, greenhouse gas emissions, and land use. Marketing has shifted toward inclusivity and product quality, emphasizing better food and appealing to meat eaters. Impossible Foods maintains commitment to the U.S. market due to its large potential.

Read at Business Insider