Impossible Foods Converts a Cattle Ranch to Make Meat 'The New Way'

Commuters in New York get a first-look at the bucolic South Carolina setting

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With a hub of companies based in the Silicon Valley, the plant-based meat industry has focused much of its marketing on its futuristic-sounding “food tech” origin story. 

But as it turns out, the positioning fell flat with consumers, contributing to a two-year decline in sales as recently reported in Good Food Institute’s State of the Industry report.

Impossible Foods, continuing its bid to win over flexitarians and broaden its audience, wants to shed that science fictionesque label via a new project announced on Earth Day. 

The company has taken over a 70-acre farm in South Carolina where it intends to grow the soybeans, sunflowers and coconut trees it uses to make its beef, chicken and pork alternatives.



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