When I heard the news that Gott’s Roadside had begun offering Impossible Foods‘ vegan Impossible Burger (IB), I could barely control my excitement! First Beyond Meat’s Beyond Burger was being sold in our local Safeway and now this! For those of you who live in a vegan-friendly city, this may not seem like much of a big deal. But for those of us here in Napa Valley who have been waiting for the local chefs to recognize and accept that veganism is not a fad that is going away, this news created a buzz of excitement and conversation in our vegan community! In fact, when I posted this information on my Facebook page, I reached hundreds of my readers who had dozens of comments.
This excitement made me really want to dig in a bit and learn more about Impossible Foods (IF) which led me to their comprehensive and informative 2017 Sustainability Report. CEO and Founder, Pat Brown, left Stanford in 2011 and started Impossible Foods with one mission. To make the global food system sustainable by replacing animal-based foods with delicious, nutritious AND affordable plant-based meat & dairy foods. The amount of land needed to raise and feed these sentient beings takes up nearly half of ALL land in the world! 75% of the agricultural land in the U.S. is used for the beings and the crops they eat. Talk about unsustainable! The animal agriculture industry is responsible for consuming 25% of all fresh water and creating at least 15% of global greenhouse gas emissions – as much as every car, truck, bus, ship, airplane and rocket combined! The continued degradation of our natural ecosystems is happening at the expense of wildlife – the global populations of mammals, fish, birds, reptiles & amphibians have declined by 58% in the last 40 years. But as many of us remember from our pre-vegan days, our species loves to eat meat. Regardless of the constant health warnings, our ever expanding waist lines and our disintegrating health, meat consumption has grown four-fold in the past 50 years and is projected to increase by as much as 70% in the next 30 years!
IFs has spent the last five years, studying what is it about meat that drives this seemingly insatiable craving! Their scientists have studied meat at the molecular level to help reproduce the texture, taste and even aromas of meat using only plant sources. They have found “heme” to be the magic ingredient that makes meat taste like…well, meat. It is a building block that is found in all living things – plants and animals and the source that provides our bodies with bioavailable iron. IFs initially harvested the plant-based heme from legumes. However, to produce it on a commercial scale, they now use an engineered yeast that is produced through fermentation similar to the process used by Belgian beer makers for centuries.
Next, I reached out to Gott’s Brand Manager, Ann Pepi, to learn more about their motivation for adding the plant-based burger to their very meat-centric menu. The answer was surprisingly simple. They had offered a vegetarian garden burger as a substitute on their menu prior to the IB but found there was a demand from their customers for something better. So the team tried both the Beyond Burger and the Impossible Burger and the Impossible Burger was the winner! Because the IB is “uncharted territory” for Gott’s they are treating it like a new product. It is currently in its test stage and they plan to offer it as a special for several months. Ann’s expectations have been “blown away” by the amount of curiosity and interest their customers are showing. But they plan to look at the long-term interest before deciding if the IB will be added to their permanent menu. Ann mentioned several times how happy she was that they are offering an option that is good for the planet.
When I visited Gott’s Roadside here in Napa, I had the opportunity to discuss the food preparation with Assistant General Manager, Daniel Hicks. Because of the more delicate nature of the Impossible Burger, instead of using the grill (where the beef burgers are cooked), they use a separate griddle. The griddle is used for toasting buns and sometimes cooking fish products. Before the IB is added to the griddle, they clean it with club soda and add oil instead of using butter. Though their egg and gluten-free buns are not vegan-friendly, they offer the option of a lettuce wrap, whole wheat or sourdough bread. And then you can get creative. In addition to the lettuce, tomato and pickles you can add pickled carrots, avocado, vegan kimchi, pico de gallo, jalapeños, salsa verde or vegan slaw. The vegan-friendly sides include their french fries and sweet potato fries, customizable kale salads and watermelon with mint and black pepper. I had the delicious opportunity to try the Impossible Burger on whole wheat bread with mustard, lettuce, tomato, pickles and avocado AND with kimchi on sourdough. The taste, texture and aroma of the IB was incredible. I admit I have not eaten meat in close to a decade so my memory is probably a bit fuzzy but it seemed very authentic to me. And it tastes great! There is nothing else available that tastes this good! Oh, and get the sweet potato fries! They are crisp, a touch spicy and possibly the best I’ve ever had. When Daniel delivered the food, he admitted that he eats a lot of meat but after trying the Impossible Burger he is “going to become a vegetarian when I’m at work”. That seemed like the perfect testimonial for the vegan Impossible Burger!
This year, Impossible Foods is scaling up to meet the incredible demand. They have purchased a factory in Oakland that will produce 1.1 million pounds of this plant-based bliss per month. In addition to saving animals, this amazing product will use 75% less water, produce 87% fewer greenhouse gases and require 95% less land than animal-based beef. What a summer to be a vegan! Now get on over to Gott’s and support their efforts to bring this delicious burger to Napa Valley! And remember to eat, drink and be vegan!