Impossible Foods CEO Critiques ‘Woke’ Marketing in Plant-Based Sector

Peter McGuinness, the CEO of Impossible Foods, has openly criticized the plant-based sector for becoming too “woke” and “divisive,” hampering its potential for mass appeal. Speaking at the recent World Economy Summit, McGuinness described the original marketing strategies of plant-based meat products as misguided, labeling early advocates as “zealots.” He remarked, “People don’t want to eat tech food or climate food,” highlighting a shift needed to draw more consumers to plant-based alternatives.

McGuinness’s comments come as sales of meat alternatives have seen a decline in the United States, following a boom from 2019 to 2021. He attributed this downturn to marketing errors, stating that the plant-based sector has been “mismarketed and mislaunched.” He emphasized that the current cultural moment is not favorable for plant-based foods, declaring, “It became woke and partisan and political and divisive.” Despite this, he affirmed that Impossible Foods will not abandon the US market, which he described as “massive.”

Focus on Meat-Eaters

In his remarks, McGuinness contrasted Impossible Foods’ approach with that of its competitor, Beyond Meat, which experienced a significant stock drop earlier this month. Despite prior struggles, Beyond’s shares surged by over 1,000 percent after announcing a major rebranding initiative. This included dropping “meat” from its name, reflecting a strategic pivot that McGuinness believes is necessary for success.

“If you want to use less water, and have less GHG emissions, and use less land, you don’t target vegans, obviously,” he stated. His focus is on attracting meat-eaters and flexitarians rather than alienating potential customers. “You don’t get them to try your product by insulting them,” he added, suggesting a need for a more inclusive marketing strategy.

Though plant-based products have faced challenges in the US, reports indicate a promising future for the sector. In August 2023, a study projected that the plant-based food market could triple in value by 2035, with alternative proteins expected to double in value by the end of the decade. Outside of the US, plant-based options have gained significant traction, particularly in Europe and the UK.

A Shift in Corporate Strategy

Since taking the helm of Impossible Foods in 2022, McGuinness has been tasked with steering the company through a competitive landscape. In a blog post welcoming him, founder Patrick Brown underscored the importance of finding innovative solutions to issues related to animal protein and climate change, which are central to Impossible’s mission.

The broader trend among American companies distancing themselves from “woke” marketing has emerged in recent years, particularly since the second term of former US President Donald Trump. Numerous corporations have re-evaluated their diversity, equity, and inclusion initiatives, as well as their commitments to environmental sustainability.

Scientists have long pointed out that climate change and biodiversity loss impact everyone, calling for bipartisan solutions to address these pressing issues. As the plant-based sector navigates its identity and marketing strategies, the focus remains on finding common ground with a broader consumer base.

As the industry evolves, McGuinness’s insights may signal a pivotal moment for companies like Impossible Foods, aiming to redefine their approach in a rapidly changing market landscape.