Impossible Foods CEO Critiques ‘Woke’ Marketing, Seeks Mass Appeal

Peter McGuinness, the CEO of Impossible Foods, has openly criticized the plant-based sector for its previous marketing strategies, which he described as “too woke” and “partisan.” Speaking at the World Economy Summit earlier this month, McGuinness highlighted how these approaches have limited the broad appeal of plant-based products, particularly in the United States.

He labeled the initial promotion of Impossible Foods’ meat alternatives as a solution to climate change a “mistake,” stating that it alienated potential customers. “People don’t want to eat tech food or climate food,” he said, emphasizing the need for a shift in focus to attract mainstream consumers.

Reassessing Marketing Strategies

According to McGuinness, the plant-based industry has been “mismarketed and mislaunched,” contributing to a decline in sales of meat alternatives in recent years. After a surge between 2019 and 2021, the demand for these products has waned. He stated, “It became woke and partisan and political and divisive,” indicating that the sector is currently “not in vogue” and does not align with the current cultural moment. Nevertheless, McGuinness affirmed that Impossible Foods cannot abandon the U.S. market, which he described as “massive, massive.”

In his remarks, McGuinness contrasted Impossible Foods with its competitor, Beyond Meat, which recently experienced a significant increase in stock value. Beyond announced a rebranding initiative earlier this year, dropping the “meat” from its name. This change reflects a broader strategy to appeal to a wider audience, a direction that McGuinness is also pursuing. He noted that in order to drive the consumption of plant-based products, companies must target meat-eaters rather than alienating them. “You don’t get them to try your product by insulting them,” he remarked.

The Future of Plant-Based Foods

The plant-based food market holds substantial growth potential, with a report released in August 2023 predicting that its value could triple by 2035. The alternative protein segment is expected to more than double by the end of the decade. Outside the United States, plant-based products have gained traction, particularly in Europe and the UK, where they have become more mainstream.

McGuinness has been at the helm of Impossible Foods since 2022. In a welcome blog post, founder Patrick Brown emphasized the importance of innovative solutions to the challenges posed by animal protein and climate change. These elements remain central to Impossible’s mission.

As the industry evolves, numerous American companies have distanced themselves from marketing strategies perceived as “woke.” This shift has occurred alongside broader societal changes, including the response to US political dynamics. Notably, six major American banks exited the Net-Zero Banking Alliance after the election of former President Donald Trump, reflecting a trend in corporate America to reassess their public stances.

Scientists have consistently pointed out that climate change and biodiversity loss are critical issues that require inclusive and bipartisan solutions. The ongoing discussions around plant-based foods highlight the need for effective messaging that resonates with a broader audience, ultimately pushing for a shift in consumer habits.

With these changes in mind, Impossible Foods aims to redefine its approach, focusing on appealing to a larger demographic and promoting the environmental benefits of its products without exclusionary rhetoric.