Impossible Foods Must Ask Harder Scientific Questions

Techcrunch posted a very interesting interview on 22nd of May 2017, titled “Impossible Foods CEO Pat Brown says VCs need to ask harder scientific questions”. After reading the article, I had to check that I wasn’t reading The Onion.

In the interview, Pat Brown attacks the clean meat industry and VCs with claims that were all proven untrue in a great reply by VC Seth Bannon. The aggressive tone of the interview did not bother me as much as the lack of knowledge shown by Mr Brown. Yes, answering the question “Why not try clean meat?” by saying “The simple answer is because that is one of the stupidest ideas ever expressed” already makes you sound like Donald Trump, but when you back up your claim with untrue statements, things start to look very bad.

Mr Bannon did good job at answering the false claims, but I will continue by looking at two additional points of the interview.

Mr Brown said that with clean meat technology, “you buy into, at best, the same limitations that a cow has.” This statement is very interesting when looking at Impossible Foods’ product. The company is trying to mimic meat as much as possible using plant based raw materials. Isn’t this approach buying into the limitations of the cow? It’s possible the company is looking to go beyond meat at some point, but to an outsider it seems that the product development’s main goal is not to make the best tasting or the best nutritional value having product, but a product that looks, tastes and feels like cow. Yes, the way Impossible Foods are aiming to do it is more efficient and ecological cow rearing, but they share the same goal with the clean meat companies.

The second thing that especially struck my eye was Mr Brown’s demand that VCs should ask harder scientific questions to understand e.g. that clean meat “is one of the stupidest ideas ever expressed”. While demanding deeper studying and understanding from VCs, Mr Brown himself obviously has limited understanding of substitute technologies that his own company is using.

I think the founder has more tendency to have skewed view on his or her business than the outsider. Maybe it is actually Impossible Foods and Mr Brown who need to ask the harder scientific questions?

ps. While you are here you might want to read my related post 5 Questions an Investor Should Ask Before Investing into a Insect Farm from June 2015.

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