Impossible Food Persuasive Essay

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Impossible Foods, and their flagship product ‘the Impossible Burger’ is the perfect example of Margaret Graham’s measure of spotting a ‘tech winner’ (Graham & White). The Impossible Burger personifies the growth of a product from having inventive merit to embodiment merit when the company was able to design a faux meat product from the iron compound ‘heme’. As well, Impossible Food’s recent process plant acquisition in Oakland and enrollment of extensive advertisement campaigns displays the potential for the product to be properly scaled, operationalized, and ultimately marketable. However, the Impossible Burger has only recently become marketable, with restaurants only beginning to sell the burger in 2016. Therefore, the company has a lot …show more content…

While Impossible Foods was not required to ask if leghemoglobin is safe to eat, the company decided to do so anyway, and the results from the FDA still mean that Impossible Foods can sell its burger. However, as a result of the FDA’s decision, and the negative attention from the media, Impossible Food’s chances of becoming the dominant design have been hurt. To remedy this situation, Impossible Foods has been on a campaign to play down the FDA claims by discussing the legitimacy of heme as a natural ingredient. In fact, after the New York Times article was published, the company conducted a study in which rats ate every day for a month, more than 200 times the amount of heme than the average American ingests daily from ground beef. The result of this test concluded that here were no adverse effects from the overconsumption (Robinson 1).
Other solutions Impossible Foods has implemented to counter the FDA problem involve focusing the media attention on the merits of the product. The company has since had a clear marketing campaign of trying to show the general public that their product is safe to eat by creating ‘taste-test’ videos on social media websites such as Facebook and Buzzfeed . Additionally, Impossible Foods has partnered up and received endorsements from Michelin Star winning chefs such as David Chang and Brad Farmerie to revitalize the public perception that the Impossible Burger is safe to

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