Impossible Burger, achievable goals?

If you haven’t gotten your hands on an Impossible Burger yet, sit tight. The company that produces the plant-based patty at the heart of the sammich wants to see it on 1,000 restaurant menus by the end of 2017:

The burger is currently available at 11 restaurants, including 3 that launched it on March 23. But by the end of the year, the company expects to supply 1,000 restaurants. It just signed a deal to have the burgers featured in the San Francisco Giant’s baseball stadium.

For the company, achieving scale is a critical part of achieving its mission. Brown started working on the project while thinking about the problem of climate change; raising cows and other animals for meat is one of the world’s largest sources of greenhouse gases. It also uses and pollutes more water than any other industry, and drives deforestation. But he realized that the majority of the world wouldn’t voluntarily go vegetarian for those reasons.

“Billions of people around the world who love meat are not going to stop demanding it, so we just have to find a better way to produce it,” he says.

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