Former McDonald’s USA CEO: Burger King Impossible Whopper lawsuit is a nuisance
F.A.T. Brands International chairman and former McDonald’s USA CEO Ed Rensi discusses brands becoming more involved in politics, the war on wealth and Burger King’s Impossible burger.
The growing popularity of meat alternatives like the Impossible Burger has U.S. cattle ranchers on the defensive as they petition for tighter regulations on the burgeoning industry.
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U.S. cattle ranchers have good reason to be concerned — Impossible Foods CEO Pat Brown says his product's mission is to be "successful at the expense of the incumbent industry," according to The Wall Street Journal.
IMPOSSIBLE BURGERS NOT MEATLESS ENOUGH FOR THESE VEGANS SUING BURGER KING: REPORT
His company claims its plant-based burger uses 96 percent less land, 87 percent less water and 89 percent less greenhouse gas emissions than a beef burger.
Meanwhile, cattle ranchers are seeing their retail sales dip as plant-based meat alternatives trend upward, according to The Journal. They're fighting back, including by asking the U.S. Department of Agriculture to prohibit non-meat from meeting the agency's definition of "meat" and "beef." Laws limiting how companies can label fake meat have been passed in 12 states since 2017, The Journal reported.