Dear Cattle Ranchers — Don’t Take the Impossible Bait

Impossible Foods newly launched campaign “We are Meat” is worthy of only one response. Ignore it.

Photo by Hennie Stander on Unsplash

Impossible CEO Has a History of Picking Fights

Impossible Foods CEO Pat Brown already has the “poke the rancher” playbook well in hand. Just a few years ago, this was the man that called regenerative ranchers the “clean coal of meat.”

No, Impossible’s Best Efforts Won’t Change the Definition of “Meat”

As somebody that works with words for a living, the idea that an advertising campaign could change a society’s definition for a term as well-ensconced as the word “meat” is, well laughable.

Focus on the Positives in Animal Agriculture

The fact of the matter is, plant-based alternatives are a growing market share (predicted to be worth $12 billion but 2025), but they are still a tiny portion of the meat industry’s $2 trillion global market share.

There is Nothing to See Here but Plant-based Protein

I know a very smart attorney (full disclosure, my husband!) whose favorite strategy in responding to attacks is no response.

“Beware of barking at underdogs; don’t fight with people who have nothing to lose.” — Dory Previn

So, my two cents for cattle ranchers, the beef industry and animal ag in general — laugh at it. Focus on your positives. Ignore it.

Farmer. Writer. Journalist. Farm life, food & ag. Email at Follow at Open for assignments.

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