Company Of The Year: Impossible Foods

Its first great feat was making veggie burgers sexy. Its second will be surviving success.

- Burt Helm

On January 7, 2019, at the Consumer Electronics Show in Las Vegas, Impossible Foods announced its masterpiece: Impossible Burger 2.0, a soy-based protein batter that, when clumped into a patty and thrown onto a griddle, sears and sizzles like a real cow burger. To showcase the edible tech— the first ever presented at the gadget expo—the team had booked the patio and bar of the Border Grill in the Mandalay Bay hotel and prepared Impossible sliders, tacos, empanadas, and even steak tartare. To explain the underlying science and the environmental benefits and the culinary possibilities, they rounded up a panel featuring the restaurant’s chef, Mary Sue Milliken, Impossible’s chief scientist, David Lipman, and the company’s founder and chief executive, Patrick O. Brown.

“The Impossible Burger 2.0 is demonstrably better in flavor, in texture, in juiciness” than the 1.0, Brown told the throng of 350 as more folks pushed their way inside. “And unlike the cow, we are going to be getting better every single day from now until forever.” As he spoke, he looked a little nervous. He swayed in his seat; some in the crowd noticed that he’d absentmindedly left his iPhone’s flashlight on—it was glowing as he fidgeted with it. “We’re not just a technology company,” he said. “We are, right now, the most important technology company on earth.”

Brown, like the cattle he competes so hard against, is generally happiest back home among his herd (other research scientists). But no matter where he roams, the lanky 65-year-old dresses like a tech bro put out to pasture: faded hoodie, scuffed Adidas, dreamy gaze. Just don’t mistake his calm affect and soft monotone for bovine docility.