Recipe for Disaster: Impossible Foods CEO Says Plant-Based Meat Marketing's 'Wokeness' Hurt the Category

Peter McGuinness aims to relaunch the brand to be more inclusive

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If the CEO of Impossible Foods, Peter McGuinness, wrote a primer on marketing, a few of his first tenets might be: Never alienate the American heartland, and don’t wag your finger at folks who love their burgers and chops.

McGuinness, speaking at the Adweek X conference in Los Angeles Monday, admitted that plant-based meat brands have an image problem, among other challenges like taste, distribution and price.

And he and his chief marketing and creative officer, Leslie

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