If the CEO of Impossible Foods, Peter McGuinness, wrote a primer on marketing, a few of his first tenets might be: Never alienate the American heartland, and don’t wag your finger at folks who love their burgers and chops.
McGuinness, speaking at the Adweek X conference in Los Angeles Monday, admitted that plant-based meat brands have an image problem, among other challenges like taste, distribution and price.
And he and his chief marketing and creative officer, Leslie Sims, have a herculean task in front of them trying to convince the meat-eating public to sample alternative protein.
