Jay Brown, Kirk Cousins, Paul George, Jay-Z, Trevor Noah, Alexis Ohanian, Kal Penn, Katy Perry Questlove, Ruby Rose, Phil Rosenthal, Jaden Smith, Serena Williams, will.i.am and Zedd also joined the financing round, making Impossible Foods officially the coolest cap table I've ever seen (no offense to Beyond Meat backer Leonardo DiCaprio). We all know that some of the foods we grow and eat have impact on the environment.
But despite the steady stream of funding from investors and the unprecedented demand for his products, Brown's life outside Impossible Foods doesn't appear to have changed all that much in the past eight years. Cows, for example, produce methane, which is a greenhouse gas.
The latest fundraising announcement for Impossible Foods underscores the growing appeal in plant-based food that tries to taste like meat with fewer environmental or health risks.
As with competitors' vegan burger offerings - such as Impossible Foods' Impossible Burger which is sold in Burger King, and Nestlé's Incredible Burger which is sold in McDonald's Germany - Beyond Meat is spreading across the foodservice sector. The startup makes meat from plants, for the planet and your tastebuds.
Sales in Hong Kong, Singapore, and Macau have increased three-fold since Impossible Foods launched in Singapore in March, according to the firm. In it, Brown talks about overcoming the doubts of early skeptics (such as his wife), as well as acknowledging that it's a losing battle to convince most people that eating meat is bad.
The ﬁfth equity funding round since Impossible Foods was launched in 2011 is meant to accelerate the company's rapid scaleup - including accelerated hiring and capacity expansion at the company's plant in Oakland, California.
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"We have cracked the molecular code for meat and built an industry-leading intellectual property portfolio and brand", said Impossible Foods' David Lee.
With fresh backing, the startup is set to "transform the global food system", he said.
They launched their first faux meat patty more two years ago. Impossible expects the price to come down as it ramps up its alt-meat production.
America's largest "better burger" franchise, Red Robin, launched the Impossible Burger last month at almost 500 restaurants nationwide.
In addition to an increasing number of restaurants that sell the Impossible Burger, chefs are expanding the number of items made from the versatile plant-based meat, with average per-store volume increasing.