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Impossible Foods Sets Its Sights on World Domination, Starting With Asia

Plus, we’re launching produce into space now, and more food news to start your day

An Impossible burger cut half open and in a person’s hands. Impossible Foods

Impossible Foods sets its sights on world domination, starting with Asia

Impossible Foods’ rapid ascent in the U.S. is only the beginning, if all goes to plan. The plant-based meat startup has its sights set on Asia, calling it “by far the number one focus for us” in a recent CNBC interview. “It is core to our mission; core to our business,” said the company’s senior vice president for international, Nick Halla.

Asia consumes more than 46 percent of the world’s meat, according to a 2019 report by the Organisation for Economic Co-operation and Development and the United Nation’s Food and Agriculture Organization. (For those curious, the U.S. alone accounts for 12 percent.) Hong Kong, where Impossible Foods debuted a little more than a year ago, reportedly has among the highest meat consumption per capita in the world, making it a prime spot for Impossible to try to convince carnivores to try a different kind of “meat” that bleeds. Similar to its initial rollout in the U.S., Impossible is introducing its meatless burgers through collaborations with well-known Hong Kong chefs. After that can come the mass-market deals with “the Burger Kings in the world,” said Halla.

And in other news…

  • As part of its preparations to eventually send astronauts to Mars, NASA is looking for freshly grown fruits and vegetables that can travel with them. The first pick is the Española chile pepper, which will hold the distinction of being the first fruiting plant grown in space. [CNN]
  • The Dairy Queen employee who made the marijuana-themed birthday cake instead of a Moana-themed cake said she was fired on her birthday for the mix-up, and that it was her manager who had misheard the customer’s order but gave her the go-ahead on the 420 cake anyway. [Insider]
  • José Andrés’s World Central Kitchen mobilized in Louisiana for Tropical Storm Barry, serving chef-made meals to people affected by the storm and flooding. [@chefjoseandres]
  • Chobani hops on the nut butter trend in its quest to get more Americans to eat yogurt. [CNN]
  • According to a recent report, for the first time ever, France is importing more food from its European neighbors than the country is exporting to them, “a big blow” to a country that has taken pride in being considered the garden of Europe. [Forbes]
  • Sen. Chuck Schumer is getting involved in the ongoing battle between Grubhub and New York City restaurants, requesting that Grubhub “eat any fees” that are wrongfully charged to restaurants through the food ordering and delivery app. [NY Post]
  • Celebrity chef Heston Blumenthal’s restaurant empire lost more than $2.1 million (£1.7 million) last year. [City A.M.]
  • The ten best cookbooks of the century so far, according to The New Yorker’s Helen Rosner. [The New Yorker]
  • The guy who was filmed throwing a misogyny-laden tantrum in a Long Island bagel shop now has a Twitter account and is trying to monopolize on his moment of virality because hahaha we live in hell. [@BagelBossMan]

All AM Intel Coverage [E]