Plant-based food companies were on the rise, when Impossible Foods’ Peter McGuinness first appeared on Rapid Response in 2022. Today, meat alternatives like Impossible are struggling on sales. McGuinness tells host Bob Safian where plant-based brands made big missteps, and why the industry’s marketing should evolve – potentially away from climate change messaging. McGuinness also shares how Impossible leverages retail partners like Starbucks and Burger King, lessons he learned from scaling oat milk for Chobani, and why Impossible see’s other plant-based players less as competitors and more as collaborative “frenemies.” 

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