Beyond Meat vs Impossible Burger | Flame Broiled | 2

Business Wars

Wondery

History, Business, David Brown, Management

4.6 • 13.2K Ratings

🗓️ 23 October 2024

⏱️ 36 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

It’s 2016 and both Pat Brown’s Impossible Foods and Ethan Brown’s Beyond Meat are cooking up plant-based burgers for mass consumption. Ethan tries to woo Whole Foods executives to carry his Beyond Burger in their stores from coast-to-coast. Pat’s taking a different route. He’s asking celebrity chefs to put his Impossible Burger — a plant-based meat that bleeds — on their menus. Soon enough, fake meat gets truly famous. But as Beyond Meat tries to cash in on Wall Street and as Impossible Foods gets its patties into Burger King, meat-raising ranchers in America’s heartland are on the attack.

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Transcript

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0:00.0	Wundery Plus subscribers can binge new seasons of Business Wars, ad free right now.
0:06.0	Join Wundery Plus in the Wundery app or on Apple Podcasts. It's a chilly June morning, it's a chilly June morning,
0:17.0	2015 in Redwood City, California.
0:22.0	Bill Maris pulls into the parking lot of imposts. in Redwood City, California.
0:23.0	Bill Maris pulls into the parking lot of Impossible Foods headquarters.
0:26.5	The 40-year-old who runs Google's venture capital business steers his car into a space between
0:31.4	two electric vehicles.
0:33.3	Hopping out, Maris zips up his hoodie, walks past a full bicycle rack, heads inside.
0:39.8	There he finds Pat Brown, Impossible Foods 60-year-old CEO and founder, taking notes, as he watches a
0:46.8	burger patty cooking on a griddle.
0:48.8	It's a little early for lunch, isn't it, Pat?
0:51.0	I'm not sure you'd want to eat this thing Bill. Our recipe for
0:54.2	plant-based meat isn't perfected yet, but it does look just like beef and we're
0:59.2	getting closer to the right taste and texture. Oh and check this out. Pat grabs a spatula and
1:05.4	flips the burger over. He presses the spatula gently on top of the patty.
1:09.8	Red juice flows out onto the griddle.
1:12.8	Whoa, the burger is bleeding.
1:15.0	How did you make it do that?
1:16.5	I can't tell you, Bill, it's a trade secret.
1:19.0	Well, that's why I came here today, Pat.
1:21.0	As you know, we invested in your company last year. We're fans and
1:25.9	now I want to buy your secrets. Google Ventures wants to buy this whole company.
	...

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