As the Meat Industry Stumbles, Here’s How Plant-Based Brands Are Stepping Up Their Game

Exclusive: Faux-meat marketers are keeping it positive, but expanding their footprint aggressively

Plant-based brand Impossible is releasing a cookbook and hosting a celebrity-filled virtual event. Impossible

Covid-19 outbreaks have shuttered meatpacking plants throughout the American Midwest, spurring a perfect storm of negative chatter around the meat industry. In addition to highlighting short-term meat shortages and higher prices, news reports are exposing the industry’s harsh conditions for workers and animals.

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@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.