Do you like burgers? I do! I love them. The only reason that I started eating way less of them is because a couple of years ago I started to look into the things that I was consuming. I downloaded a pretty simple but straight forward app that told me which additives (E-numbers in EU) were in the products I bought. That opened my eyes in a way that I learned myself a whole new way of shopping and preparing my meals. With meat, it was a little more complex because even when you buy unprocessed meat like steak, chicken wings or pork chops it's hard to tell where it came from and how the animals were treated. So I dived into this topic and I concluded this whole business is wrong from the start. And still, I love a good burger... Almost to hypocritical to be true, I know but I think a lot of people can relate.
Vegan Burgers
I had my fair share of vegan burgers. Sharing an apartment with a hardcore vegan for over 18 months made me realise that the products that supposed to replace an actual beef burger were such a disappointment. Dry, stiff and bad tasting. But earlier this year I stumbled upon an article that put such a smile on my face. That's when I discovered the Impossible Burger. Just looking at the pictures of this plant based beef replacement made me confused. It looks like actual meat!
The Impossible Burger has done so well at Momokofuku Nishi in New York City that it’s now making its way across to the West Coast to three award-winning restaurants in California.
Going Viral
When I read the Food Rush article I realised that the Impossible Burger has a huge potential to eventually pave the way for a lot of people who, like me, struggle with the concept of
turning 100% vegan due to the taste bud sizzling flirtations of the beef burger. It's hard, I get it but now ya'll got an excellent alternative!
This video from the Wall Steet Journal is a nice and short summation of how this product could really live up to its paradoxical name and might just start a revolution within the burger world. I think the moment popular foodies like Matty Matheson from Vice Munchies would get into this new plant-based beef these type of products would really go viral. It needs to be made "cool" and this guy is IMHO a funny cat that can make a boiled egg awesome. Although I have my doubts if this guy would be up for it...
The Impossible Burger is a great example of how Biotech could potentially tackle serious world issues. Does this mean that next year everybody will become a vegan, no I don't think so. But with solutions like these the concept of vegan gets a whole new meaning.
