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Impossible Foods has named its first chief marketing and creative officer, advertising veteran Leslie Sims, following a few pull-no-punches interviews from the Silicon Valley startup’s CEO about the failures of the alternative meat category.
Peter McGuinness, the company’s top exec since April, has said publicly that Impossible and others in the space have done “a lousy job” of communicating with American consumers. He’s taken aim at Impossible’s sporadic marketing, pointing out to Food Navigator-USA that “86% of the country hasn’t even heard of us.”