Having been off-meat for many years, and since I gave it up for ethical reasons, I never really craved it at the first place. I didn’t have the struggle to give up its taste, texture, or smell (which actually mostly comes from herbs rather than anything else). In my journey of meeting and talking with other people, who would like to give up animal products, though, I have found that they have a psychological attachment to meat. The strong denial they have towards facing the fact where meat comes from is extensively linked to exactly this type of ‘addiction’ they experience. Let me make this clearer. The situations for most of them is like this –
“I love the taste, texture and smell of meat so much, and I feel so attached to all of that, so I subconsciously choose to entirely numb all other feelings associated with the thought and realization of where meat comes from and what it involves.”
Just yesterday, I received a message from a reader, who shared that she has given up dairy a long time ago, but still falls off the wagon with meat from time to time. This is why I feel it is part of my mission, and our mission as vegans to spread the word about
Exciting New Product Developments Such As This One
I believe they are an important step towards reducing the huge amount of people, who switch back to meat eating after trying veganism. Products like this revolutionary new burger make me cringe a little bit (since I really don’t need a plant-based food that ‘bleeds’), however, they may be
The Cure To Breaking The Psychological Addiction To Meat
a lot of people have. So here is
The Lowdown On The Impossible Burger
“Making meat a better way,”
that’s how Stanford University biologist and physician Patrick Brown describes his Impossible Burger.
It’s been over a year since Impossible Foods first revealed plans for the Impossible Burger, a plant-based meat patty that cooks, smells, tastes, and even “bleeds” like real meat. Now, the company is finally ready to roll out their impressive product. Unlike the folks over at Beyond Meat, who have recently launched their own meaty Beast Burger in grocery stores, Impossible Burger will make its debut in restaurants, starting in San Francisco, Los Angeles, and New York this July.
The Impossible Burger aims to emulate meat in a way no other plant-based patty has before
While some other burgers turn to veggies as a light, nutritious base, the Impossible Burger goes slightly more scientific with their approach. They simulate beef fat with coconut oil, use potato proteins to create that familiar crust that meat forms when it is seared, and use “heme,” a compound extracted from yeast that gives color to red meat. The result? A burger so realistic, it almost gives you that uneasy “uncanny valley“ feeling, primarily felt when viewing robot androids.
Impossible Foods isn’t just trying to revolutionize food just for the sake of taste, though
Their meatless beef burger contains more protein than a regular burger, without the cholesterol, hormones, or antibiotics. This essentially gives consumers the taste they crave in a much healthier form, something that could have an amazing impact on public health, and could help tackle the obesity and heart disease epidemic in the U.S. and around the world.
The Impossible Burger, like other plant-based meats, is also environmentally superior to conventional burgers
According to the company, making the plant-based burger uses 99 percent less land, 85 percent less water, and emits 89 percent less greenhouse gas than traditional beef production. Considering the animal agriculture industry is responsible for more greenhouse gas emissions than the entire transportation sector, these are not just impressive statistics, they are characteristics of a product that may just save the planet. Even with months remaining until the burger’s restaurant launch, well-renowned chefs are showing their support for the burger. David Chang, restauranteur and founder of the Momofuku restaurant group, shared this encouraging update on his Facebook page:
“Today I tasted the future and it was vegan: this burger was juicy/bloody and had real texture like beef. But more delicious and way better for the planet. I can’t really comprehend its impact quite yet…but I think it might change the whole game.”
With more people choosing to leave meat and dairy off their plates, the world has simply been waiting for one, or a handful, of great alternatives to come about and revolutionize the food system by proving that plant-based food can be a delicious and sustainable way to eat for the planet!
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